BRANDS
PW-Link System Side Display
PW-Link System Integrted display
Market share is now a hot topic, with new entrants like DJI and ZF, Gobao, E2 Drives, and a host of other notables. The news that Brose is becoming part of the Yamaha e-bike business is big. Let us start by saying that regulatory approval was still pending. With the acquisition, all being well and it being approved, we will gain more than 100 people from Brose, so that will be for sure one big step to expanding and reinforcing our presence in Europe, and not only from a commercial point of view, but also with consistency in terms of resource development and so on. And, this also brings products which expand our lineup. We already have manufacturing in France, and my team in Amsterdam, so our European presence is growing. This matters for supporting our business by supporting our clients and customers. Berlin (the Brose location) is only a few hundred kilometres so you can see a European network which becomes very positive for Yamaha and our partners. The value of Brose is not only in its structure, people
and product, but for sure in its network. And that network is related to sales - so a commercial network, but also a network related to after-sales - and we know very well that
16 |August 2025
PW-Link System X5M Battery
you don’t just sell one bicycle you have to maintain the relationship with your end user in the long term and then you have to put in
place after-sales service, maintenance, spare parts availability and so on. We are doing that on our side, and then we are acquiring something already existing from Brose. It’s a matter of how to integrate in the best way. With the acquisition also comes an established customer base. Our attraction and influence grows as a direct result. For Yamaha eBike systems, the future looks strong and encouraging. We made the difficult decision to end our e-bike offering in the US. We know we focus on e-bike systems, and building out a network of ‘approved suppliers’ who can now use our connectivity to add their own expertise. Collectively, we become better. Move faster. Deliver more innovation. Add more value.
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