Risk for the bike industry? Car manufacturers on the e-bike trip

The boom in e-bikes is also luring the automotive industry out of hiding. The bicycle is seen as one of the most important means of transport for future (urban) mobility - it is clear that car manufacturers want to play a role in this. But is it a threat to the bicycle industry if, for example, the Car manufacturer Porsche buys e-bike motor manufacturer Fazua and wants to develop its own e-bikes from now on? We asked five bike industry professionals for their opinion.

Dirk Zedler, bicycle expert

"The bike industry is traditionally more in the sports and hobby corner and now has to adapt to mobility at breakneck speed. Customers expect e-bikes in particular to be highly usable - workshop appointments in two months are unacceptable. And the automotive industry is no longer categorising e-bikes as accessories as it used to, but is approaching the topic strategically - this is a danger for the bike industry. It may have great products, but it must not rest on its laurels. Otherwise it will make the same mistake as German car manufacturers: they underestimated Tesla, and in September 2022 their Model Y was the best-selling car in Europe."

Markus Storck, founder of Storck Bicycles

"There have been collaborations between car and wheel manufacturers for two decades. The origin of the merger between Porsche and Fazua, for example, came about through the Storck-Porsche project 'Cyklærʻ. In my view, it is logical that the automotive industry is discovering the e-bike for itself, as it is becoming the most important means of transport for mobility and micromobility in particular. I assume that these developments are just the beginning, as ever more intensive structures and partnerships are currently emerging. Experts from the bicycle industry play a decisive role in this cooperation."

Lutz Scheffer, Developer ADP/Rotwild

"It works like this: the automotive giants need the specialised knowledge of the bike manufacturers. After all, the development of electric motors and batteries is not rocket science. And the e-motor manufacturers already established on the market do their job so well that it takes in-depth specialist knowledge from the bike industry to work out any advantages here. As far as service is concerned, I also have my doubts. How are car salespeople supposed to sell high-quality bikes without expertise and passion? My prediction: innovative bike companies will continue to dominate the market in the future."

Jo Beckendorff, specialised journalist

"I see more opportunities than risks, because the bike industry can learn a lot. For example, in terms of digitalisation (keyword 'connected bike') and supply chain management. This requires an IT-based approach that networks suppliers worldwide. In general, electronic data interchange (EDI) is seen as a driver of new business models - the bike industry is still in its infancy here, which is why delivery times are too long, for example. The bicycle industry can also learn from the platform development of car manufacturers. Reducing the sprawling variety of models to the essentials saves time and money."

Reto Aeschbacher, CMO Scott Sports

"The bicycle plays a central role in today's mobility concepts, and the major car companies must develop into mobility providers. It is therefore not surprising that they are very interested in the bicycle industry. However, I believe that this is actually good for cycling. Because cycling has a lot to do with infrastructure. And the automotive industry can make a difference here, especially if you look at it globally. As far as competition with new players is concerned, we feel that we are very well positioned with our technical expertise and target group knowledge to continue to play a leading role in the market in the future."