Yamaha buys Brose E-bike unit

[big_scot_nanny]

Not sure where to post this, for Yamaha (e.g. Giant), and Specialised users, this seems like pretty interesting news:

Yamaha Motor Acquires German Automotive Parts Manufacturer's e-Kit Business Subsidiary - Establishing a new company in key market of Europe to expand business - - News releases | Yamaha Motor Co., Ltd.

global.yamaha-motor.com

 

[whitymon]

I am not sure this is a great news for customers, not sure it changes anything except for warranty?

In any case, incoming brose motor without belt is not really a great product per say, not coming out today. Point is that this might have been a juicy contract with specialized for sure when selling the branch to Yamaha.

Apart from that tight partnership with Specialized, I would have failed to see any reason to buy it. Especially also with all the teased new motors from China.

 

[DylanJM]

Yamaha Motor acquires Brose’s bicycle eKit business unit | BikeBiz

Brose - the Coburg, Germany-headquartered business that is the exclusive provider of e-bike motors for…

bikebiz.com

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. ”

 

[irie]

Brose repositions itself

Due to the current call-off figures, the Brose Group will not achieve its targets this year either. The forecast turnover of 7.7 billion euros is seven percent below plan and thr

www.brose.com

 

[JP-NZ]

Its a big win for Yamaha and will allow them to compete better with Bosch