Believe it or not, there’s nothing new about major automakers and motorcycle companies trying and failing to build and sell electric bicycles. Despite millions upon millions of e-bikes being produced and sold each year by bicycle companies, automotive companies have spent decades failing to convert their design and manufacturing experience into e-bike success.
It might sound strange, especially since electric two-wheelers are the largest category of electric vehicles in the world – and growing quicker than any other type of EV. Even in a year when e-bike sales weren’t able to continue their meteoric growth trend, the e-bike industry still grew to a record size without any indication of stopping.
So you’d think that the automotive world, the very industry that has the most to lose from drivers becoming riders, would have gotten into the game by now.
The truth is that it has, and repeatedly. The problem is that Big Auto just hasn’t succeeded at it yet.
Chairman of the Light Electric Vehicle Association, Ed Benjamin, who has worked in the e-bike industry for nearly as long as it has been an industry and who has also advised several automakers on their e-bike projects, recently shared his thoughts on why Big Auto has failed so spectacularly in the e-bike industry.
And he certainly isn’t short on examples.
Legendary American automotive visionary Lee Iacocca was all-in on electric bikes as far back as the 1990s. He pushed for the EV Global electric bicycle (seen above), which was so revolutionary at its time that it had the word “e-bike” emblazoned across the side to let people know what it was. The e-bike started at a modest $995 and could hit 15 mph (25 km/h) all the way back in 1997 – a speed that Europeans still haven’t figured out how to surpass nearly 30 years later.
But as Benjamin explained, even automotive great Lee Iacocca couldn’t make e-bikes work for car companies. As it turned out, the deck was stacked against him. No matter how much he wanted his e-bikes to succeed, it didn’t translate into sales at car dealerships. The $1,000 price meant that car salesmen working on commission couldn’t be bothered to sell them, certainly not when they stood to make a lot more money pushing someone into a Taurus or F150. Dealerships also quickly learned that there wasn’t money to be made in servicing e-bikes when the same car bay could turn over significantly more cash.
Ford continued with global e-bike attempts into the early 2000s but was met with either quick failures or extremely slow, limited sales.
In Asia, giants such as Honda, Panasonic, and Yamaha were also met with limited success, though the limited Japanese market was one area where their early e-bikes did succeed. Panasonic was able to sell its e-bike drive system, but that agreement was largely led by the bicycle company Giant taking the reins and using its bike industry experience to set the partnership up for success.
Yamaha, it should be pointed out, actually created the first production electric bicycle as far back as 1993, though that early model also only took off in Japan while failing to gather meaningful traction in the rest of the world.
Yamaha is one of the few success stories to date, still producing impressive e-bikes, though the company famously spins its non-auto products off into their own companies. I think we can all accept that the engineers designing Yamaha’s motorcycles aren’t heavily involved in Yamaha’s pianos or biomedical products.
Harley-Davidson shocked the industry back in 2018 with its beautiful electric bike designs. Still, it ultimately spun the project out as an independent company, Serial One, that failed to achieve strong sales. The e-bike company was eventually sold off to another bicycle company, which is currently attempting to revive the Serial One brand.
In many of these cases, the actual product was quite impressive. Harley’s Serial One e-bikes often scored great reviews, despite not sticking the landing with sales.
It’s a tough cycle that has continued to repeat itself, with Benjamin explaining his belief that it comes down to the same root causes, “my opinion: The pain and failure has usually been when an engineering culture, proud of their creation, has turned the bikes over to a sales culture that did not truly understand or believe in the product.”
That might explain why plenty of new e-bikes bearing automotive company names released in the last few years were merely licensing deals, such as Jeep’s e-bike built by Quietkat, Hummer’s e-bike built by Recon Power Bikes, Polestar’s e-bike built by Allebike, Toyota’s e-bike built by DOUZE cycles, and Ducati’s e-bikes built by Thok Bikes, among others.
GM was one of the few companies to build an impressive electric bike entirely in-house, but the project came at the worst possible time as COVID was blamed for killing off the GM e-bike before it could succeed.
With decades of examples, you might think automakers would have given up on the dream of building and selling their own electric bikes. But that doesn’t appear to be the case.
Several major companies are still trying to develop their own models, with some even doubling down on their investments.
Rivian, the US-based electric truck maker, has also significantly expanded its e-bike development team with hires from major bicycle companies. The CEO also explicitly stated the company has its eyes on an e-bike model, though didn’t share any details about the direction Rivian’s e-bike could be headed.
All of this is to say that despite automakers consistently trying and failing to bring their own e-bikes to market, one thing is crystal clear: they sure aren’t giving up.
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Volkswagen announced a “Christmas miracle” with sweeping changes to its German operations but no immediate factory closures, layoffs, or wage cuts. Still, some 35,000 jobs are on the chopping block soon, but factories should remain open.
VW said it would agree to keep its 10 German factories up and running and reinstate job security agreements until 2030, according to the report. However, workers agreed to forgo some bonuses, reduce permanent employment for trainees, and cut capacity at five factories for a total of about 700,000 vehicles.
The automaker will also cut more than 35,000 jobs in Germany by 2030, but do so in a “socially responsible manner.” The cuts are meant to save roughly $4.2 billion per year over the medium term, Bloomberg reports. Volkswagen AG managers are also facing hefty pay cuts in the coming years, with about 4,000 managers forgoing bonuses equal to about 10% of their annual income next year, with small reductions through the end of the decade. However, top executives, including CEO Oliver Blume, don’t seem to be factored into the job cuts. But Bloomberg reports that unions are pushing for senior leadership, too, to take a 10% pay cut.
This comes at a time when VW is radically restructuring its business to slash costs, while seeking to streamline production and development processes, shaving off months on the development cycles of specific projects to help tighten the belts, all while rethinking its EV retail model to stay more competitive. Volkswagen has been facing a steep decline in sales in China, which is its core market, while simultaneously facing challenges from BYD and other Chinese automakers entering the European market.
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Ford, General Motors, and Toyota North America are donating $1 million each to incoming president Donald Trump’s January inauguration. Ford and GM are throwing in a fleet of vehicles for the January 20 event, too, for good measure.
Ford CEO Jim Farley said that he was optimistic that Trump would be open to lending a hand to legacy automakers struggling to ramp up and sell their EVs, Reuters reports. “(Given) Ford’s employment profile and importance in the US economy and manufacturing, you can imagine the administration will be very interested in Ford’s point of view,” Farley said.
GM’s CEO Marry Barra said that she believed the company and Trump were “goal-aligned.” She said: “We want a strong economy. We want a strong manufacturing base in this country. We agree automotive jobs are important. I think there’s a lot that we could work on.”
According to Reuters, Trump raised a record sum of $106.7 million for his 2017 inauguration, compared to President Joe Biden’s 61.8 million for his 2021 festivities.
Top CEOs and their companies are pledging millions of dollars to Trump’s inaugural committee, including Amazon and Meta, which have both donated $1 million each. Robinhood Markets is pledging $2 million, and $1 million each from Uber and its CEO Dara Khosrowshahi will be added to the pot. OpenAI CEO Sam Altman has also said he would make a personal donation of $1 million.
“EVERYBODY WANTS TO BE MY FRIEND!!!” Trump recently wrote on a post on his social platform Truth Social – and many CEOs are lining up in hopes of getting on his good side before he takes office. And companies centered on fossil fuels could see outsized benefits in Trump’s revamping of US economic policy. Plus donating money in this fashion doesn’t carry the same connotation as, say, donating to a super PAC, which is a potential risk that could stir up controversy. And there are no caps on how much a company can donate to an inaugural committee, making this kind of donation an ideal way to curry favor.
In return for generous donations, Trump is offering special perks to donors who give at least $1 million, including tickets to inauguration activities and dinners with the incoming president and his team for much-coveted face-to-face time, according to the New York Times.
For the latest in glad tidings from the future president, he also took to Truth Social on Christmas Day in a manic, hour-long posting spree where he said, “Merry Christmas to the Radical Left Lunatics,” while telling Biden’s recently pardoned “37 most violent criminals” to “GO TO HELL.” ‘Tis the season.
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In what couldn’t have been more on-the-nose timing, a group of local California newspapers published an editorial on Christmas Eve calling for the end of a generous $2,000 voucher program intended to help low-income Californians afford electric bicycles for transportation.
The editorial was provided by the Southern California News Group, a collection of California newspapers owned by the hedge fund Alden Global Capital.
In it, the writers air a number of grievances against the program, which recently closed its first round of applications intended to provide around 1,500 e-bike vouchers of between US $1,750 to $2,000 each. The vouchers can be used to offset the price of electric bicycles and associated gear such as protective equipment, locks, etc.
The first complaint in the op-ed is that the total number of vouchers provided in the first round was relatively small compared to the large size of the California e-bike market. However, instead of suggesting that the budget be increased to help more Californians achieve transportation independence, as we called for recently, the editorial takes the opposite position of suggesting that the program simply be canceled.
Next, the writers bemoan an increase in electric bicycle and electric scooter accidents in recent years, suggesting that this should be weighed against the benefits of helping more Californians afford such vehicles.
However, the argument seems to conveniently overlook the fact that the vast majority of such accidents aren’t caused by e-bike riders, but rather those riders are in fact usually the victims. The actual danger to safety on roads is vehicular traffic, i.e. cars and trucks.
Furthermore, many studies have shown that in crashes caused by e-bike riders, such as when an e-bike rider hits another cyclist or pedestrian, the injuries are on average considerably lighter and more recoverable than in car-related crashes.
If the goal was to protect Californians, then instead of firmly clutching their pearls, perhaps the editorial writers should have urged a reduction in the use of cars and trucks, not a reduction in e-bike vouchers.
The op-ed even goes on to lament the number of children riding electric bicycles in California, though admits further on that children aren’t eligible to receive vouchers as part of California’s e-bike incentive program.
Electrek’s Take
California’s e-bike incentive program is certainly far from perfect. We even discussed many of its shortcomings last week. But the program’s essence is to do a good thing—using public tax money to benefit the public. The solution should be to improve the program, not to remove it. And the simple fact of the matter is that most people who are vehemently against the program are those who don’t directly benefit from it, even if they fail to realize that they will ultimately indirectly benefit.
Electric bicycles are one of the most cost-effective ways to provide transportation independence to marginalized and low-income groups. But it’s more than just that. They’re also the best way to get people out of cars and reduce traffic for everyone. Even ignoring the long-term environmental effects related to reducing the impacts of climate change, e-bikes are uniquely capable of making a larger impact on air quality today by helping to remove sources of emissions from a vehicle’s production all the way through its lifetime use and even to its eventual disposal/recycling. When someone rides an e-bike instead of taking a car, taxi, or bus, everyone’s lungs benefit.
Sure, the California program isn’t perfect. But if a media group owned by a wealthy hedgefund and catering to a well-to-do readership doesn’t like it, then that means it’s probably doing something helpful to people who actually need it. That’s the kind of world I want to live in, at least for as long as it’s still liveable.
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