two years ago the eBike market was a pretty harmonious, prospering eco-system. here and there a new competitor, here and there something new to react on. but nothing that got the established players in the market nervous. everything looked great and promising. the market kept growing nicely in double-digits and things would surely be fine, as long as one kept introducing nicely evolved next season products. the established drive system producers, the eBike OEMS and suppliers as well as the dealers, all were comfortably enjoying this prosperous situation.
2018 though, confronted them with a new reality. the word had gotten out, that the eBike market was a gold-mine, where the gold was relatively easy to be found. and whenever there‘s the news of easy gold, things turn fast into a gold rush. since then the situation is changing radically. the number of competitors is increasing rapidly. everybody eager to get his share. and whenever there are too many, the race gains momentum, the competition gets fiercer and everybody applies new creativity to make a difference. at one point though, the established rules of the game don‘t provide enough room for maneuvering, with the consequence that some players, most often new entries, neglect them and play the game on their own terms. and by doing so they redefine the rules of the game. leaving many surprised and some unable to react adequately to the new challenges.
these disruptive developments are happening on many levels of the industry. so, where exactly and what might be the consequences?
let us start by looking at the drive system suppliers –
driven by the disrupted car industry, more and more automotive suppliers are entering the eBike market, hoping to claim new future revenue sources. they are introducing tons of high-tech know-how, professional processes and plenty of resources. consequences? differentiation within drive systems will get tougher, we‘ll see a high innovation dynamic on one hand and falling prices on the other. they will also try to expand their claims, be it by segmenting their drive system range further, or by expanding into peripheral areas like electrification, connectivity and digitalization of the eBike and the related experience. the necessary know-how will come predominantly by collaborating or purchasing the players in those areas. and by doing so, they will change themselves, evolving from hardware/technology suppliers to providers of mobility solutions, be it in hardware, experience, software, content or services.
and whats disrupting the eBike OEMs? ...
> more soon to come.