I was just checking here - as on another forum (motorcycle one) coincidently a chap was saying he was interested in buying that particular one and said the that bike as it was 250w fell in some grey area and he would be able to use it. Here's some quotes from him:
"Just needs registering, insurance, bicycle helmet, and lights, no plates, indicators, mirrors or other stuff, just look at what they come with when sold new as you wouldn't be able to sell one if it didn't comply. Though technically/legally, you can't ride an e-bike that gives assistance over 27kph on a bridleway, just don't tell anyone it's rated at 45 as it looks just the same as the 27kph rated bikes that Bulls makes."
and
"I believe there are certain grey areas in the legislation, in main to do with how the power is requested from the rider as well as the power output. If the e-bike has a throttle and a motor larger than 250w, then it needs to comply with the legislation you have quoted. (note, throttles have been banned on new unregistered e-bikes from 2016)
If it's purely pedal assist, then it all gets a bit vague and i've been informed, by the UK importers, that registration with the DVLA is all that's required. Also, on checking the figures, the E-Speed 45 has the same power motor as the 28kph models in the rest of their range, it's just the top speed that differs. So, the motor's at 250W but will go faster than the EU legal standard, which is where the anomaly/grey area lies."
I pointed him at the s-pededec laws and regulations on this site, and a copy of Cols open letter so at least he was better informed before splashing out nearly 4 grand - then he stopped posting. But it does highlight how some folk are knowingly or willingly deluding themselves and the dealers are doing a 'look into my eyes' and leading them on with a mishmash of info...