Key takeaways
- By the end of 2024, Yamaha will have left the North American e-bike market.
- The remaining Yamaha e-bikes come with five years of service and support and may be purchased for up to 60% less.
- In the US market, Yamaha’s e-bikes were unable to compete with more affordable rivals.
By the end of 2024, Yamaha will formally leave the North American e-bike industry.
The company recently sent a letter to its dealers informing them of its intention to phase out its e-bikes in the US and Canada while providing substantial discounts on the remaining stock. In 2018, they made their debut in the North American e-bike industry. At first, the business was well-reviewed, especially for its premium parts and exclusive motor designs. Even yet, Yamaha’s e-bikes have had difficulty competing with the more reasonably priced models on the market, despite their impressive start. These consist of Amflow, Ford e-bikes, and juiced bikes.
The US bike market is now dominated by low-cost models, which makes it difficult for high-end brands like Yamaha to compete. Yamaha’s letter to its dealers claims that the region’s economic climate is difficult for them, making it difficult for the company to “achieve a sustainable business model.”
The corporation also mentioned a post-pandemic overstock as a contributing cause to their decision to exit the market in the letter. Through its “Fan Promotion” campaign, which runs through June 30, 2025, Yamaha is giving dealers up to 60% off its e-bikes to help them dispose off any leftover inventory.
For customers who already possess a bike, the firm stated that it will continue to maintain components and service in addition to offering a five-year warranty.
