New times for the e- bike motor units

Which means new guys lurking around

For many, big brands such as Shimano and Bosch Mobility are the leading in the e-bike industry, the growing neighbor in the bike industry. This well-earned appreciation comes from the good knowledge of both BRANDS and their inherent service perception from dealers and users.

Shimano has been in the making for more than one hundred years and in the lead for say 35, hasn’t it? Bosch is what you see if you ever happen to go to your car dealer/workshop, if you open your car’s hood or fridge at home.

Three new fronts should be covered now by those in the high part of the hill. This announces changes.

At a high level, there is no need to tell over and over all that has been said about DJI , ZF 集团 , Classified Cycling , and Pinion GmbH . They broke the ground, each in their particular way. The only things that the first three aforementioned brands need from the bike market standpoint are good and consistent service, nearness sensitivity, and good storytelling to increase imperative trust and awareness. Pinion GmbH has already beaten part of this path, though.

The impact on the market share is yet to be seen, but as a perception, this is a point of no return. Well, more than one.

On the immediate lower floor, in the mid-high layer, brands such as 八方电气（苏州）股份有限公司 offer stunning products, first-class service, and they are doing a great job with their storytelling as well. They are reinforcing their reputation when sharing their product and service capabilities through compelling and engaging videos using sharp media such as Electric Mountain Bike Network in an entertaining and stuffed with valuable information message.

But they are not the only ones climbing up here. MAHLE SmartBike Systems is doing also a great job regarding its products, brand consideration, service, and communication.

Porsche E-Bike Performance is also doing things Porsche AG style, Yamaha, TQ-Group , and all those you are thinking of will want their part of this cake.

There are also many others in a proper position to assault the castle, but not-so-good in communications, which pushes them to an underrated place. Yes, marketing is an investment.

If we go descend (I do not like this word here) to the entry and average levels, those attending EUROBIKE Show 2024 or having read (truly) sharp chronicles will have noticed dozens of unknown to us companies making perfectly suitable products/systems able to OEM more affordable e-bikes which will be the ones paying our bills soon.

Really soon in some latitudes.

For them all, pay attention to service, tell your things well, and build a trusty liaison with your trading partners (if any) and users.

Finally, I am surprised that my always-admired SRAM seems to fade away at the Eurobike and its coverage because they seem to have fallen out of steps. And I am positive when saying that they seem because I am sure about that they only seem to.

The scope is widening, the options multiplying and it is time for your bet.