Recently we sat down with Lauri Kuusing, the Estonian Ambassador to the Netherlands. He has a unique way of promoting sustainability through his diplomatic position and love of cycling. Read on to find out more about his efforts to promote green commuting.
Why did you cycle to the event with the King when you could have easily had a driver take you? We’d also love to know more about you and your connection to bicycles.
Yes, sure. I have been cycling since I was 3 years old, always in the countryside, because Tallinn, where I was born in the early 80s, is not a ‘cycling city’. I had a bad bike crash when I was 6 years old and after that, I was afraid to cycle for nearly 20 years! So I was in my mid-20s when I got my first adult bike, which I still have in Estonia. I ended up being surrounded by friends who love cycling, and because I don’t have a driving license, this was an easy way to get from point A to point B. So, I got back into cycling.
I worked for 4 years with the former President of Estonia, Kersti Kaljulaid. She was a devoted cyclist, and I remember visiting Berlin with her in June 2020. It was the first post-lockdown visit we had, and during the trip, we went to see the Ampler showroom where I got to try their e-bikes and ultimately fell in love with them. It wasn’t just the performance, but the style of it, I was hooked from the very first moment I got on this pretty green bike, which I’m now fortunate to call my own.
Before moving to The Hague in September 2021, I saw an excellent opportunity to promote an Estonian brand in a city known for its love of cycling. Estonian President Kaljulaid gifted two Ampler e-bikes, customized with the respective country’s emblem. One was to German President Frank-Walter Steinmeier and the other to Ukrainian President Volodymyr Zelensky. As a way to stand out, I decided to customize my Ampler bike as the Estonian Ambassador’s bike, while still keeping the original design intact. Riding an Ampler is a smooth and cool experience, and I wanted to showcase the brand in a unique way.
Typically, an Ambassador travels in a car that displays their country’s flag. However, the frequency of flag usage varies depending on the country, and in The Netherlands, flags are only used for formal occasions. Working with Ampler, we came up with the idea to incorporate flags into the design of the diplomatic bike, which is the central concept behind this initiative. I have spoken to colleagues from around the world, and while some have had bike frames in their national colours, none have had a bike with a flag until now. This diplomatic bike is the first of its kind, in the traditional sense of how Ambassadors travel around. Despite having a driver, I prefer to cycle as much as possible because The Hague is a very cycle-friendly city. In fact, cycling is the most convenient way to get around in the entire Netherlands, and it’s pure joy. When I was waiting for my Ampler bike, I felt somewhat limited because cyclists have priority over pedestrians. But with the bike, I feel secure and safe. However, I do have a habit of wearing a helmet, even when cycling for work purposes.
The diplomatic bike with the flag design has garnered a lot of attention. People are often taken aback when I arrive at official visits, such as to a ministry or international organization, on a bicycle with a flag. Many have commented that they should have thought of the idea themselves! The bike is a unique and eye-catching way to promote cycling and sustainable transportation while representing my country.
The bike is a unique and eye-catching way to promote cycling and sustainable transportation while representing my country.
Lauri Kuusing
When I first received the Ampler from their showroom in Amsterdam, I tweeted about it. I’m not particularly active on Twitter, but my colleagues insisted that having a Twitter account was important in the Netherlands, where politics and policy insights are often shared via tweets. To my surprise, my first tweet about the bike received 3,800 likes and over 400 retweets, even leading to a podcast in California. Using the bike as a diplomatic tool is an excellent way to promote Estonian brands and companies as part of our economic diplomacy efforts. It is also a great conversation starter, as people are naturally curious about the bike and the flag design. As a diplomat, I am always seeking ways to develop bilateral relations and promote my country, and the diplomatic bike is a unique and effective way to achieve that.
Many of the e-bikes on the market are gadgets, but Ampler is a bicycle.
Lauri Kuusing
The word about the diplomatic bike has certainly spread! I’ve even heard from colleagues in the Hague and journalists who have recognized me while riding the Ampler bike. It has become an integral part of my daily routine and I conduct all of my business on it. I have tried other e-bike brands, but in my opinion, Ampler stands out because it feels like a true bicycle rather than just a gadget.
And when I do max out the assistance mode, it feels like something out of a cartoon, like I’m a character from The Incredibles just zooming around effortlessly. It’s a truly exhilarating feeling.
Lauri Kuusing
I don’t always use the assistance mode in the city as the bike is so lightweight that it rides well without it too, but it comes in handy when I’m cycling through the dunes or by the sea, especially in unpredictable Dutch weather. And when I do max out the assistance mode, it feels like something out of a cartoon, like I’m a character from The Incredibles just zooming around effortlessly. It’s a truly exhilarating feeling.
Visiting the King on the diplomatic bicycle
The pandemic drastically changed diplomatic life, with formal events being few and far between. But as things returned to a sense of normalcy, the King of the Netherlands hosted a grand gala dinner on June 22 for diplomats, politicians, and notable figures – an event attended by 300 guests at the Amsterdam palace on the Dam. Naturally, attendees arrive by car, but I wanted to make a statement and arrive by bike. After some negotiation and a special permission request, I was able to make it happen – a first for the event. There were some logistical issues with parking and locking the bike, but we found a compromise. I even changed into my formal attire at the Ampler showroom before riding the last 2 kilometres with my colleagues in diplomatic cars. As I cycled towards the palace, people gave me thumbs-up and many praised my decision to arrive by bike. Since then, I’ve heard from colleagues who are considering adding flags to their own bicycles.
As a diplomat based in The Hague, I serve as the Ambassador of Estonia to the Netherlands and also represent Estonia in the International Criminal Court and the Organization for the Prohibition of Chemical Weapons. When I arrive on my diplomatic bike, the staff at these organizations already know me well and make sure the gates are open and there’s a designated spot for me to park. Using my bike has become somewhat of a trademark for me, and I see it as a part of my commitment to green and sustainable diplomacy. It’s one thing to talk about these issues, but it’s another thing entirely to take action and lead by example.
I like to use the bike on the weekends and whenever I’m exploring the Netherlands. During those times though I will take the flag off. The flag is only for formal occasions.
Is there anything else you would like to say? For example, green diplomacy is one of the main topics of this interview. Any advice for those inspired by your efforts?
My fellow diplomats, whether on a bike with a diplomat flag or not, can get from point A to point B faster and with greater flexibility. The more we cycle, the more others will follow. Cycling is even easier in The Netherlands, where the cycling infrastructure is unparalleled. But I believe that by sharing my stories, diplomats, officials, and people in general, will be encouraged to use bicycles for commuting. Ampler stands out because it provides a smooth and secure ride, and its uniqueness is intriguing to many.
We want to thank Lauri Kuusing for taking the time to sit down with us as well as for his efforts and leadership in promoting cycling. As you can tell it only takes a little inspiration and that first step (or peddle) to show others. While there is still a journey to go, we’re hoping it can be made easier with an e-bike.