FOCUS eMTBs 2027: Revamped JAM, New Model Names, and Enhancements for SAM & THRON

With the arrival of the 2027 model year, FOCUS has restructured their eMTB lineup, introducing a range of updates and a streamlined naming convention. Here’s a detailed breakdown of what’s new.

For the 2027 models, FOCUS has refreshed their entire eMTB series. While the foundational JAM, SAM, and THRON platforms retain their core technical features, significant refinements have been made in various areas. The new naming structure aims to simplify the selection process, complemented by updated specifications, vibrant color choices, and targeted improvements across the lineup. Let’s delve into the specifics of these changes.

Simplified Naming for 2027

This year, FOCUS has streamlined the naming of their electric mountain bikes. Previously, each eMTB included a “²” suffix to differentiate it from its non-electric version. As FOCUS now exclusively focuses on electric models, this distinction is redundant. The JAM² is now simply the JAM, the SAM² is now the SAM, and the THRON² is now the THRON.

The model names have also been simplified. Instead of the earlier two-part naming system that combined a series and specification number, each bike will now be identified by a single digit that indicates its specification level. For instance, the former FOCUS JAM² 6.8 is now the FOCUS JAM 8 for 2027.

At the top tier, FOCUS has revised the naming convention. Previously designated 9 series models will now feature the MAX label, while former flagship models ending in .0 will adopt the LTD suffix.

FOCUS JAM 2027: Enhanced Integration and New Flagship Model

The JAM model sees the most significant updates in the FOCUS lineup. Although the geometry and rear suspension kinematics remain intact, several key areas have been refined. The emphasis is on improved integration, new color options, and the launch of a new flagship model.

The standout hardware enhancement is the integration of the Bosch Kiox 400C display into the top tube, similar to the FOCUS JAM² NEXT prototype. This change not only enhances the bike’s appearance but also offers better protection for the display during crashes. The integrated Kiox 400C will be standard on most JAM models, with the entry-level JAM 7 retaining the older display.

At the pinnacle of the JAM lineup is the new FOCUS JAM LTD, limited to just 200 units globally. Priced at €7,499, it features Bosch’s fifth-generation Performance Line CX motor paired with a 600 Wh battery, a FOX Factory suspension setup, the new Shimano XT Di2 drivetrain, and a carbon cockpit.

For those not seeking the flagship model, the JAM 7 serves as the entry-level option in the updated range at €4,399. The JAM 8 is priced between €5,399 and €5,699, while the JAM 9 ranges from €6,399 to €6,699, with both models available in 600 Wh or 800 Wh battery configurations, providing a diverse lineup from budget-friendly to high-end options.

FOCUS SAM 2027: Improved Suspension, Established Platform

The long-travel FOCUS SAM sees updates primarily in its specifications rather than its foundational platform for the 2027 model year. The frame, geometry, and rear linkage remain consistent, while the component package has been enhanced, especially on the flagship model, which now boasts superior suspension components.

The FOCUS SAM 9 is now outfitted with the new RockShox ZEB Ultimate fork at the front and the RockShox Vivid Coil Ultimate shock at the rear. Prices start at €7,199 with the 600 Wh battery and €7,499 with the 800 Wh option. The SAM 8, also powered by the Bosch Performance Line CX motor, is priced at €5,699 for the 600 Wh battery and €5,999 for the 800 Wh version.

FOCUS THRON 2027: Enhanced Battery Capacity for Touring and Daily Use

The FOCUS THRON also receives a subtle update for the 2027 model year, focusing on battery capacity enhancements. The previous 600 Wh battery has been upgraded to a larger 720 Wh unit, providing extended range for longer rides and everyday usage. The option for the larger 800 Wh battery remains available depending on the model.

The THRON range retains its overall concept, remaining available as both a standard e-mountain bike and the THRON EQP variant. The EQP models cater to touring enthusiasts and commuters, equipped with a rear rack, mudguards, kickstand, and integrated lights, effectively bridging the gap between trail riding and daily practicality.

Competitive pricing is maintained, with the THRON 7 starting at €3,699 and the flagship THRON 9 reaching up to €5,999, depending on the chosen specifications and battery capacity. This positions the THRON as the most affordable eMTB option in the FOCUS lineup, appealing to both beginners and those seeking a capable touring bike.

While FOCUS hasn't introduced an entirely new generation, the brand has concentrated on meticulously refining its existing lineup for 2027. The revamped naming structure simplifies the selection process, while fresh color schemes and updated specifications bring each model up to date. The most notable technical advancement is seen in the JAM, which now features a seamlessly integrated Bosch Kiox 400C display in the top tube. Additionally, the limited edition JAM LTD, upgraded SAM models, and larger battery options for the THRON enhance the overall range. This isn't a revolution but a series of thoughtful refinements that make the entire lineup more coherent, capable, and user-friendly.

You can find more information on the FOCUS website.