But last week a film by Focus Forward Films, which is part of GE/CINELAN's Focus Forward series of 3-minute documentary films, was released about the women behind the Hövding. Since then, interest has surged everywhere, including in the U.S.
"The interest from the U.S. after this film launch has been incredible. More than half a million people have watched," Haupt said. "People are asking for rental systems in New York City and other options. We are looking forward to launching in the U.S. when we have the time and resources."
Until then, it seems like the Hövding will truly be invisible this side of the Atlantic. After that, you may see it all over the place.