From road bikes to eMTBs, Focus makes a wide range of bikes for all types of riding. The lineup includes numerous electric mountain bikes designed for everything from e-enduro to eMTB touring. For 2027, Focus is updating four of its eMTB models, starting with a change in their naming structure to bring a little more clarity and simplicity to consumers. Focus is dropping the exponents on the JAM, SAM, THRON, and THRON EQP models.
Additionally, some JAM models are being updated with more streamlined display integration. All Focus JAM, SAM, and THRON models are also being updated with fresh colorways and component upgrades. Let’s see what’s new.
New Naming
In an effort to make their eMTB models easier to understand and differentiate, Focus has chosen to simplify its naming system. While the brand had previously added the “squared” exponent to the model names — JAM², SAM² , THRON² , and THRON² EQP — the exponents are being removed, as there will be no equivalent bikes without an e-drive. Moving forward, they will simply be known as the JAM, SAM, THRON, and THRON EQP.
Focus JAM Updates
The JAM is the all-mountain all-’rounder in the Focus eMTB lineup, and its geometry, kinematics, and ride performance are all carried forward. What is changing is a modification to the frame on the higher-end builds — LTD, 9, and 8 — in the form of a custom recess to house the Bosch Kiox 400C display. This gives the JAM a sleeker look while also providing more protection for the screen.
Otherwise, all of the JAM models continue to roll on 29” wheels and have 150/160mm of suspension. They continue to use the proven Gen 5 Bosch CX drive system, with up to 120Nm of torque unlocked with the Performance Upgrade 2.0. Buyers can pick between 600Wh and 800Wh batteries to suit their needs and preferences.
JAM LTD: €7,499
Limited to just 200 units, the JAM LTD is a truly limited-edition high-end build intended to leave nothing to be desired. It includes Shimano XT Di2 with Autoshift, Shimano XT 4-piston brakes, Fox Factory Suspension, DT Swiss HX1700 wheels, and Schwalbe Radial tires. It comes with a Focus One Piece cockpit that’s made with recyclable carbon fibers, and it’s intentionally paired with the 600Wh battery to achieve a lower weight. It comes in a cool green fade-to-black colorway.
JAM Builds and Pricing
The rest of the JAM lineup can be purchased with your choice of 600Wh and 800wh batteries, with the latter costing €300 extra. Again, the JAM 9 and JAM 8 come with the integrated Kiox 400C display, while the JAM 7 is equipped with the Purion 200 all-in-one control/display unit.
JAM 9: €6,399 / €6,699
Fox 36 Performance Elite fork, Fox Float X Performance shock, SRAM Eagle 90 Transmission drivetrain, TRP EVO Pro 4-piston brakes, DT Swiss H1900 wheels, Schwalbe Radial tires. Colors: Green or Silver
JAM 8: €5,399 / €5,699
RockShox Lyrik Select fork, RockShox Super Deluxe Base shock, SRAM Eagle 70 Transmission drivetrain, SRAM DB8 Stealth 4-piston brakes, DT Swiss HX LN wheels, Schwalbe Radial tires. Colors: Dark Green or Purple
JAM 7: €4,399 / €4,699
RockShox Psylo Silver fork, RockShox Deluxe Select shock, Shimano CUES 10-speed drivetrain, Tektro HD M5141 4-piston brakes, WTB STi30 wheels, Maxxis Minion DHF tires. Colors: Black or White
Focus SAM
The SAM is Focus’s e-enduro bike, and it has an aluminum frame, rolls on a mixed wheel setup, and has 165mm of rear travel paired with a 170mm fork. The updates to the SAM are limited to new colorways and component upgrades. It is available in two builds, both of which feature the Bosch Performance Line CX motor, the Bosch System Controller, and are available with the 600Wh or 800Wh (+€300) batteries.
SAM 9: €7,199 / €7,499
RockShox ZEB Ultimate fork, RockShox VIVID Coil Ultimate shock, SRAM Eagle 90 Transmission drivetrain, SRAM Maven Silver 4-piston brakes, DT Swiss HF1900 mullet wheels, Schwalbe Gravity radial tires. Colors: Champagne or Blue
SAM 8: €5,699 / €5,999
FOX 38 Rhythm fork, FOX DHX Performance coil shock, SRAM Eagle 70 drivetrain, TRP EVO Comp 4-piston brakes, WTB STi30 Tough wheels, Maxxis tires. Colors: Lilac or Green/Black
Focus THRON and THRON EQP
The THRON is Focus’s versatile, trail-oriented eMTB, and it has an aluminum frame, rolls on 29” wheels front and rear, and gets 140mm of travel paired with a 150mm fork. The THRON EQP (equipped) is the touring version, which comes equipped with features like fenders, lights, and a rear rack. All THRON models use the same Bosch CX drive system, with up to 120Nm of torque.
The main changes to the THRON and THRON EQP are fresh frame colors and updated builds. Focus also tells us that they have upgraded battery capacity, replacing the 600Wh option with 720Wh batteries. Buyers also still have the 800Wh (+€300) battery option when purchasing.
THRON 9: €5,699 / €5,999
Bosch Kiox 300 display, Fox AWL HD Sport fork, Fox Float Rhythm shock, Shimano Deore 12-speed drivetrain, Magura Louise Elite ABS 4-piston brakes, WTB STi30 wheels, Maxxis tires: Colors: Maroon or Silver
THRON 8: €4,699 / €4,999
Bosch Purion 200 Controller, RockShox Psylo Silver fork, RockShox Deluxe Select shock, Shimano Deore 12-speed drivetrain, Shimano MT420 4-piston brakes, WTB STi30 wheels, Maxxis tires. Colors: Blue or Light Green
THRON 7: €3,699 / €3,999
Bosch Purion 200 Controller, SR Suntour XCR 36 fork, SR Suntour Edge XR R shock, Shimano CUES 10-speed drivetrain, Tektro Gemini SL 4-piston brakes, WTB STi30 wheels, Maxxis tires. Colors: Black and Campagne
THRON 8 EQP: €5,499 / €5,799
Bosch Kiox 500 display, SR Suntour Zeron fork, SR Suntour Edge EVO R shock, Shimano Deore 12-speed drivetrain, Magura CT ABS 4-piston brakes, WTB STi30 wheels, Schwalbe Knobby Nic tires, fenders, lights, cargo rack. Color: Silver
THRON 7 EQP: €4,699 / €4,999
Bosch Purion 200 Controller, SR Suntour Zeron fork, SR Suntour Edge EVO R shock, Shimano CUES 10-speed drivetrain, Shimano MT420 4-piston brakes, WTB STi30 wheels, Schwalbe Knobby Nic tires, fenders, lights, cargo rack. Colors: Blue or Light Green
Availability
All of the updated Focus eMTBs are listed on the brand’s website. Head there to see full specs or find a dealer near you.
