November 7, 2024 - Yamaha has announced that it will cease wholesaling units effective the end of this year and withdraw from the U.S. e-bike business reports Bicycle Retailer and other outlets.
A letter was recently sent to all dealers explaining the company’s decision to exit the marketplace, noting that Yamaha will continue to support retailers and end users with warranty service and parts “for years to come.” In addition, Yamaha will help dealers to sell off any remaining inventory via a “Fan Promotion” program offering cashback incentives for up to 60% discounts.
The company entered the U.S. e-bike market in 2018 but the combination of a post-COVID oversupply along with a soft current market has made it “extremely difficult to achieve a sustainable business model.”
Yamaha is expected to continue selling e-bikes in other markets including its OEM e-bike motors, which are spec’d by Giant and other brands.
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