Focus launches new generation eMTB: JAM, SAM, and THRON change for 2027.

Focus has prepared a significant update to its mountain electric bike catalog for 2027. There are no new platforms or deep geometry changes, but rather a reorganization of the range affecting the JAM, SAM, and THRON, with new names, revised builds, unprecedented colors, and some equipment changes.

Focus renews its eMTB range and changes names

The first novelty is directly noticeable in the name. Focus definitively eliminates the superscript «²» that has accompanied its eMTB. The JAM², SAM², THRON², and THRON² EQP are now simply called JAM, SAM, THRON, and THRON EQP.

The brand's explanation is that there are no longer equivalent models without electric assistance that require differentiation between both families. The «²» therefore loses its function, and Focus takes advantage of 2027 to simplify the nomenclature.

Focus JAM 2027: same platform with a more refined integration

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The Focus JAM continues to occupy the most versatile space within the German brand's eMTB range. It maintains 29" wheels, 150 mm of rear travel, and a 160 mm fork, in addition to the Bosch Performance Line CX Gen 5 motor.

With the Performance Upgrade 2.0, this motor can reach up to 120 Nm of torque, while Focus allows the choice between Bosch batteries of 600 and 800 Wh in a good part of the range.

The main novelty of the frame is found in the JAM LTD, JAM 9, and JAM 8. Focus has created a specific housing to integrate the Bosch Kiox 400C display into the top tube. In addition to achieving a cleaner aesthetic, this position makes the screen less exposed to impacts.

At the top, there is a particularly striking edition: the Focus JAM LTD with only 200 units

The JAM LTD will have a limited production of 200 bikes and a price of 7,499 euros. Focus has deliberately chosen the 600 Wh battery to keep the weight down and accompanies the set with a high-end build.

It features a Shimano XT Di2 with Auto Shift transmission, Shimano XT four-piston brakes, Fox Factory suspensions, DT Swiss HX1700 wheels, and Schwalbe Radial tires. It also debuts a Focus One Piece cockpit made from recyclable carbon fiber.

The rest of the range is as follows:

• JAM 9 – 6,399 / 6,699 €: Fox 36 Performance Elite, Fox Float X Performance, SRAM Eagle 90 Transmission, TRP EVO Pro brakes, DT Swiss H1900 wheels, and Schwalbe Radial tires.
• JAM 8 – 5,399 / 5,699 €: RockShox Lyrik Select, Super Deluxe Base, SRAM Eagle 70 Transmission, SRAM DB8 Stealth brakes, and DT Swiss HX LN wheels.
• JAM 7 – 4,399 / 4,699 €: RockShox Psylo Silver, Deluxe Select, Shimano CUES 10-speed, Tektro HD M5141 brakes, and WTB STi30 wheels.

The two prices for each version correspond to the configurations with 600 and 800 Wh batteries, respectively, with a 300 euro increase for the higher capacity. The JAM 7 does not include the Kiox 400C and uses the Bosch Purion 200 control and display.

Focus SAM 2027: the option for e-Enduro

For those looking for a bike more oriented towards descents and demanding terrain, Focus maintains the SAM as its e-Enduro proposal. Here we already tested the Focus Sam² 6.8 and it showed us that you don't need to spend a fortune to have a limitless electric Gravity bike.

For 2027, its platform also does not change: aluminum frame, mullet configuration, 165 mm of rear travel and 170 mm fork. The novelties are concentrated in the components and colors.

Both versions use the Bosch Performance Line CX and can be configured with 600 or 800 Wh batteries.

The SAM 9, priced at 7,199 euros with 600 Wh and 7,499 euros with 800 Wh, is equipped with RockShox ZEB Ultimate, Vivid Coil Ultimate spring shock, SRAM Eagle 90 Transmission, SRAM Maven Silver brakes, and DT Swiss HF1900 wheels.

Below is the SAM 8, available for 5,699 or 5,999 euros, with Fox 38 Rhythm, Fox DHX Performance, SRAM Eagle 70, TRP EVO Comp brakes, and WTB STi30 Tough wheels.

The Focus THRON increases the minimum battery capacity

The third major family renewed is the THRON, an eMTB focused on Trail and versatile use. Its aluminum frame maintains 29" wheels, 140 mm of rear travel and 150 mm front.

Here we do find a significant change related to autonomy. Focus abandons the 600 Wh battery it previously offered and sets 720 Wh as the new entry capacity. Above, the 800 Wh battery remains available, again with a 300 euro supplement.

The entire family uses the Bosch Performance Line CX motor with 120 Nm  through the corresponding update.

The range is as follows:

• THRON 9 – 5,699 / 5,999 €: Bosch Kiox 300, Fox AWL HD Sport, Fox Float Rhythm, Shimano Deore 12v, Magura Louise Elite ABS brakes, and WTB STi30 wheels.
• THRON 8 – 4,699 / 4,999 €: Bosch Purion 200, RockShox Psylo Silver, Deluxe Select, Shimano Deore 12v, Shimano MT420 brakes, and WTB STi30 wheels.
• THRON 7 – 3,699 / 3,999 €: Bosch Purion 200, SR Suntour XCR 36, Edge XR R, Shimano CUES 10v, Tektro Gemini SL brakes, and WTB STi30 wheels.

THRON EQP: an eMTB ready for travel

Focus also maintains the THRON EQP, versions that start from the same philosophy as the THRON but add the necessary equipment to expand their use beyond the usual MTB routes.

Mudguards, lighting system, and rear rack are part of the standard build, making them an alternative oriented towards bike touring, daily commuting, and long-distance routes.

The THRON 8 EQP costs 5,499 euros with 720 Wh and 5,799 euros with 800 Wh. It includes Bosch Kiox 500, SR Suntour suspensions, Shimano Deore 12-speed, and Magura CT ABS brakes.

The THRON 7 EQP starts at 4,699 euros, or 4,999 euros with 800 Wh, and combines Bosch Purion 200, SR Suntour suspensions, Shimano CUES 10-speed, and Shimano MT420 brakes.

With this renewal, Focus organizes a catalog that was already consolidated. The disappearance of the «²» facilitates the identification of each family, while the integration of the Kiox 400C in the upper JAMs, the new configurations, and the increase in minimum capacity in the THRON concentrate the main technical novelties for 2027.

The new models are already appearing on Focus's international website.