Few segments in the bicycle industry are currently as fiercely contested as the electric drive segment. In this article, German bicycle industry expert Ernst Brust from the Velotech Institut has taken a closer look at the current market distribution of brands.
The market for e-bike motors has steadily grown in recent years, driven by the rising demand for e-bikes and increasing environmental awareness among consumers. The following sections provide an overview of the market shares of leading manufacturers in Germany, Europe, and globally, with a particular focus on Bosch, Shimano, and Bafang, which each hold strong market positions in their respective regions.
Editorial note: The market shares mentioned are based on Ernst Brust’s extensive experience and expertise gained over more than 30 years in the bicycle industry. The following assessments are derived from a combination of industry observations, market analyses, and close relationships with manufacturers and retailers that he has cultivated over the years.
E-Bike Motor Market distribution in Germany
The German market is clearly dominated by Bosch, which claims around 70% of the market share. This is primarily due to its local presence, the high quality and reliability of Bosch motors, and close cooperation with German bicycle manufacturers.
- Bosch: 70% – Market leader, especially in mid-drive motors
- Shimano: 12% – Second-largest provider, particularly in sporty e-bikes
- Brose: 6% – Strong in the premium segment and sporty e-bikes
- Yamaha: 4% – Established in sporty and urban e-bikes
- Others: 8% – Smaller providers and niche products
Conclusion: In Germany, mid-drive motors dominate due to high quality standards and their preferred use in premium and everyday bicycles. Bosch benefits from an extensive service network and the trust of German consumers.
E-Bike Motor Market distribution in Europe
In Europe, Bosch is also the dominant provider, although with a lower share than in Germany. Here, Bosch holds around 50% of the market, followed by Shimano and Bafang.
- Bosch: 50% – Strong in Central Europe, favored by numerous European brands
- Shimano: 20% – Especially prominent in sporty and performance-oriented e-bikes
- Bafang: 15% – Leading in hub motors, particularly in Asia
- Brose: 7% – Popular in the premium and sports segments
- Yamaha: 5% – Established in sporty e-bikes and niche markets
- Others: 3% – Additional providers in specialized segments
Conclusion: Europe shows a diversification, particularly in the use of hub and mid-drive motors. Bosch and Shimano dominate, while Bafang secures a niche in more affordable e-bikes.
E-Bike Motor Market distribution worldwide
The global market for pedelec motors is more fragmented, largely due to Bafang’s strong presence in Asia and other manufacturers in North America.
- Bosch: 25% – Global leader in mid-drive motors, especially in Europe and North America
- Shimano: 20% – Strong in Europe and increasingly present worldwide
- Bafang: 15% – Leading provider in Asia and for affordable e-bikes
- Yamaha: 10% – A global player with a diverse portfolio
- Brose: 7% – Prominent in Europe and the premium segment
- Others: 23% – Includes numerous smaller and regional providers, especially in Asia and the USA
Conclusion: The global market exhibits a greater diversity of manufacturers and products, driven by regional preferences and technical demands. Bafang dominates the Asian market, while Bosch and Shimano are gaining prominence worldwide.
Summary and Outlook
The pedelec motor market has experienced consistent growth in recent years, with notable regional differences. Bosch dominates in Europe and Germany, while Bafang holds a strong position in Asia. Shimano and Yamaha are establishing themselves globally, particularly in the sporty and high-end segments.
The future of the pedelec market is likely to be shaped by innovations, regional preferences, and the growing demand for e-bikes. Technological advancements and new drive models, such as lighter and more efficient motors, will further fuel growth.
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