It seems as if the European brands have ended up missing several opportunities to grab the ebike market in the US, or at least to make a name for themselves and compete. Unfortunately legislation and changing of public attitudes is slow to take place in the US. If they could have pushed the needle on marketing ebikes as transportation more significantly I think they would've found themselves at the forefront. They should have done the following (...and I don't think it is too late..it seems nobody in the industry thinks beyond next year...heck even QBP here in Minnesota fired a bunch of people several weeks into Covid...wonder how that is working out now!). Anyway I think they could've done several things:
- Partner-up - with each other, and with their motor manufacturers (the 2 biggest are European based - Bosch/Brose, then Yamaha, Shimano, etc)
- If you want to sell bikes as transport, you need the support network - offer (1st year free, possibly more, then at cost or at least low profit margins initially - treat it like a start-up):
- loaners for repairs
- on site service
- insurance partnerships
- team up with Velosport, or make your own mobile/shop-based system - service techs that can motor swap, have batteries available for replacement on hand, all under existing and possibly extended warranty
- look at the support network in the auto industry, create a stream-lined, easily accessible version - you can rely on the existing cycling industry for 80% of part needs, only need to create space to stock the electric-specific parts - partner with amazon for fast distribution, or something similar...
- heck, while you're at it, partner with core brands, the motor manufacturers...and find a car company to pair up with - cross sales and selling the future of transport would be a massive win on both sides
Having missed their big chance, the bigger brands came in and pulled the rug out from under their feet. It is highly likely the same will happen to the smaller US companies as well as you begin to see regular offerings from Trek/Spec/Giant drop into the mid-1K price range. Radrover does very well, but they can't last forever selling 4-5 versions of Chinese parts-bin bikes (no offense, they are built well and are chosen parts, but we all know you could spec the same from alibaba with a little courage!).
Finally, their timing (unknowingly) couldn't have come at a worse point - with Coronavirus the market went from its worst year to likely a record breaking sales year - it could have set them down the path to competing with major brands in the US market. The decision to leave was likely set at the latest early this year following a very disapointing 2019 sales year. It is just too bad to see that it isn't working in the US market, and the ability to jump back in and gain any sort of traction at this point is likely lost or will be very difficult to re-acquire.
My 2 cents anyway!
Having 2 BH bikes, a haibike and a bulls bike in the garage, it is sad to see!
www.crazylennysebikes.com
