Porsche is structuring its e-bike production and sales business a little more by buying a new company and consolidating all of its business under a new name.
The concrete birth of Porsche Bike Performance places the brand in a good position to become a market leader in electrically assisted bicycles.
Greyp joins Porsche, a new brand launched
It has already been two years since Porsche entered the market for electrically assisted bicycles (VAE). These bikes, very high-end in order to remain faithful to the image of the firm, had been designed with the help of the German manufacturer Rotwild. Since then, the manufacturer has been very aggressive in the sector, investing in Greyp, a
subsidiary of the Croatian automobile group Rimac.
Serious things started with the launch, in 2022, of the eBike Sport and eBike Cross, created with Greyp. To this we can add the acquisition of Fazua, manufacturer of transmissions for electrically assisted bicycles. Everything was therefore already in place, and Porsche has just moved up a gear.
After increasing its stake in Rimac, the German manufacturer decided to buy Greyp and secure its back in the face of growing interest from other companies. In addition, in order to better manage all these assets, Porsche has chosen to group everything under a single brand, Porsche eBike Performance. The articles of association were filed in August 2022, but the activity really begins with the acquisition and integration of Greyp.
A booming market
The takeover of Greyp and its integration into Porsche raise questions for some of the target audience, who hope that the strong identity developed by the Croatian company will be able to endure. For the moment, it is difficult to know if Greyp will be able to continue to infuse its corporate culture. In the meantime, Porsche has a lot to do, since many car manufacturers want to enter the market for electrically assisted bicycles.
Whether GM Hummer, Toyota, BMW, Rivian, Polestar, Tesla, Aston Martin or Mercedes, all have launched models, plan to do so or have at least unveiled prototypes. It remains to be seen who will succeed in winning, knowing that these manufacturers will have to fight against well-established manufacturers such as Kalkhoff, Trek, Riese & Muller, or even Stromer.
Source : Electrek
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