Brose sold to Yamaha
- Thread starter Base
- Start date
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
Uh-oh.
It will be interesting to see whether this acquisition would change the Specialized-Brose relationship.
Or, how it would affect the Yamaha-Giant deal.
It will be interesting to see whether this acquisition would change the Specialized-Brose relationship.
Or, how it would affect the Yamaha-Giant deal.
Chargeride
Well-Known Member
Didn't see that coming,
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
The things get more and more obscured. SRAM has developed a Gearbox e-bike mid-drive motor together with Brose.
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
Meanwhile: @Chargeride, Specialized is releasing a new S-Works Levo Gen 4 with a new 111 Nm 720 W motor and an 840 Wh battery on April 8th, 2025.
None of us could afford it though!
None of us could afford it though!
It's a bit of a weird one alright. With Yamaha pulling out of US for their own brand e bikes late last year, despite showing a slick new model Wabash for instance and now buying Brose a rival motor manufacturer does this signal they are abandoning the current generation Yamaha motors and instead going to be just continuing with Yamaha labelled Brose motors? Or the reverse, that they bought a rival (and of course Yamaha have deep pockets) so they can replace Brose's business with Yamaha motors? Head scratcher.
And with the new Levo (dealers get them tomorrow supposedly) has it got a new Brose motor (in light of this news) or a totally new Spesh & Mahle motor as was rumoured last year?
Looks like we're in a period of consolidation by the big companies to survive the downturn. Taffiffs of course could have something to do with all this. Must be keeping them all up at night!
And with the new Levo (dealers get them tomorrow supposedly) has it got a new Brose motor (in light of this news) or a totally new Spesh & Mahle motor as was rumoured last year?
Looks like we're in a period of consolidation by the big companies to survive the downturn. Taffiffs of course could have something to do with all this. Must be keeping them all up at night!
...the times they are a changin'
jabberwocky
Well-Known Member
My wild-ass-guess is they are less buying the motors/dev team and more buying Broses business relationships. Yamaha never really made inroads with the euro brands. Giant is a huge brand worldwide, but this would give them a more widespread footprint especially outside Japan/Taiwan/US.
The huge question is how this affects both Yamahas and Broses existing relationships (Giant and Specialized, especially), and whether both motor lines continue independently into the future or whether they get consolidated under one brand. Long term, its kinda hard to imagine Yamaha will keep both operating independent just because why pay two separate teams of people do do essentially the same thing. But who knows.
The huge question is how this affects both Yamahas and Broses existing relationships (Giant and Specialized, especially), and whether both motor lines continue independently into the future or whether they get consolidated under one brand. Long term, its kinda hard to imagine Yamaha will keep both operating independent just because why pay two separate teams of people do do essentially the same thing. But who knows.
DaveMatthews
Well-Known Member
Highly entertaining.
The Yammy system is quite well established, so it's difficult to imagine it going anywhere soon.
The Yammy system is quite well established, so it's difficult to imagine it going anywhere soon.
JRA
Well-Known Member
From another forum via Linkedin:
“Brose is projecting a €53M loss in 2024, with turnover slipping €200M across the whole entity at €7.7B. A major restructuring is underway—700 jobs cut, operations streamlined; a retreat back to core automotive activities is in play. Despite producing over two million e-bike drives and building a solid name in the space, the cycling division simply didn’t fit in their survival plan, and cycling’s momentary lull made it ripe for the cutting board.
Enter Yamaha.
“In 2023, Yamaha posted ¥2.4 trillion in revenue (approx. €15B), with operating income up 11.5%—record results. Their background? Not cars, but two wheels. Motorcycles, scooters, and yes—e-bikes. Yamaha has been in the pedal-assist development game since the 80s, culminating in the 1993 PAS eBike (Pedal Assist System, targeted on elderly mobility). This Brose acquisition fits naturally into their ecosystem and will allow them to lift their position compared to their fellow Japanese competitors, Shimano (whose eBike grass likely seemed enviably greener to Yamaha’s management)…”
Lucas further adds: “Strategically, this acquisition represents a wise move to strengthen Yamaha’s presence in the critical EU eBike market, where they hold just a 5% share. Despite its early pioneering role, the brand has struggled to gain European traction with many strong competitors. This move strengthens Yamahas product offering and adds Brose’s established ~7% share and brand to compete against Bosch (~40%?), Shimano(~20%?) Bafang (~15%?) and more. Yamaha’s recent opening of a plant in France underscores their awareness that the EU is a must-have marketplace for eBike motor manufacturers. ”
Industry insights
Sharing details via LinkedIn, Phillip M Lucas observes:“Brose is projecting a €53M loss in 2024, with turnover slipping €200M across the whole entity at €7.7B. A major restructuring is underway—700 jobs cut, operations streamlined; a retreat back to core automotive activities is in play. Despite producing over two million e-bike drives and building a solid name in the space, the cycling division simply didn’t fit in their survival plan, and cycling’s momentary lull made it ripe for the cutting board.
Enter Yamaha.
“In 2023, Yamaha posted ¥2.4 trillion in revenue (approx. €15B), with operating income up 11.5%—record results. Their background? Not cars, but two wheels. Motorcycles, scooters, and yes—e-bikes. Yamaha has been in the pedal-assist development game since the 80s, culminating in the 1993 PAS eBike (Pedal Assist System, targeted on elderly mobility). This Brose acquisition fits naturally into their ecosystem and will allow them to lift their position compared to their fellow Japanese competitors, Shimano (whose eBike grass likely seemed enviably greener to Yamaha’s management)…”
Lucas further adds: “Strategically, this acquisition represents a wise move to strengthen Yamaha’s presence in the critical EU eBike market, where they hold just a 5% share. Despite its early pioneering role, the brand has struggled to gain European traction with many strong competitors. This move strengthens Yamahas product offering and adds Brose’s established ~7% share and brand to compete against Bosch (~40%?), Shimano(~20%?) Bafang (~15%?) and more. Yamaha’s recent opening of a plant in France underscores their awareness that the EU is a must-have marketplace for eBike motor manufacturers. ”
jabberwocky
Well-Known Member
Chargeride
Well-Known Member
New Yamaha ebike motor.
20hp.
Why it have exhaust?
No, no, that's where the smoky electrons go out
20hp.
Why it have exhaust?
No, no, that's where the smoky electrons go out
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
Brose never mentions Specialized in their material or information. These motors are "Specialized" per an agreement.
If you said Yamaha e-bike motors were Giant Syncdrive then Yamaha would have a small market share indeed.
Base
Bike nerd
- Region
- Europe
- City
- in the exact center of the Netherlands
Based on sales Specc isn't that big in the EU in sold units, the other 2 of the big 3 from the USA are also not listed although C'dale is currently under the PONbike flag.
Market in the USA looks abit different and the biggest brands will be shuffeld the next few years. These statts are based on previous sales years.
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
Interestingly, Van Moof has went belly up and Yamaha withdrew from the USA market. How old or accurate are these data?
(Everybody knows Giant, Trek, Specialized and Cannondale are the Big Four).
(Everybody knows Giant, Trek, Specialized and Cannondale are the Big Four).
Base
Bike nerd
- Region
- Europe
- City
- in the exact center of the Netherlands
Sales figures from the past 4 years and reflected on the sales year 2024.
Giant is the biggest bike manufacturor in units, the produce the most bikes for other brands (even one of the brand you mentionend could be assembeld by them in Flevoland)
In absolute numbers on the total of brands in the portefolio both PONbike and Accell group produce more units comparered to Spec or Trek. I cannot tell you the numbers based on contracts but these are a bit different comparerd to the US brands. (The ones not yet in PONbike's portefolio that is). There are a few really white label guys in India and Taiwan who produce also a really big number of units for the asian market and for some "big" names in the west.
Stefan Mikes
Gravel e-biker
- Region
- Europe
- City
- Mazovia, PL
Something must be incorrect there. Never mind Van Moof. If Yamaha were doing so well in the U.S., why should the brand withdraw from America?
I have to spot a Yamaha e-bike in my country yet. The Yamaha dealerships here have no e-bikes on the floor; you can order the e-bike online only. While spotting a Cube is the easiest thing here.
I have to spot a Yamaha e-bike in my country yet. The Yamaha dealerships here have no e-bikes on the floor; you can order the e-bike online only. While spotting a Cube is the easiest thing here.
Similar threads
