Yamaha has announced to its dealers that it will release its e-bikes in the North American market by the end of this year. In the meantime, the brand says it will offer sales of up to 60% off its remaining range and continue to support its bikes already sold in the US for at least five more years.
Yamaha electric bikes have been well received in the global market and have also received good reviews in the US. However, the company's high prices make it difficult to compete in the North American market, which is dominated by premium models with very low price points.
Yamaha's range of electric bikes designed for commuting, endurance, and mountain biking all feature high-quality components, which has put the company in direct competition with premium bike shops. The company's detailed frames and in-house motors add value to their models, yet contribute to the steep price range.
Meanwhile, Yamaha has not been immune to the same decline in sales and overstocking problems that have plagued the e-bike industry in the past few years, as the company explained to its dealers in the letter shown below.
“Deal Yamaha at Bike Dealer,
We want to thank you for your cooperation and business of buying and selling Yamaha eBikes, and for proudly representing the Yamaha brand. However, as you know, the combination of post-COVID overcrowding throughout the bicycle industry, coupled with significant market softness, has resulted in a challenging business environment where it is very difficult to achieve a sustainable business model. Given these market conditions, we regret to inform you that Yamaha has made the difficult decision to withdraw from the US eBike business and discontinue wholesale units as of the end of this year.
Yamaha Motor Corporation, USA (YMUS) entered the US eBike market in 2018, and we've enjoyed the opportunity to partner with you over the past six years to sell fun, high-quality, off-road, mountain, and fitness eBikes /and way of life.
We will continue to support your dealer in the sale of your property by extending the current “fan promotion” program where customers can get a 60% discount on the purchase of a new Yamaha eBike. This “Fan Promotion” program will be offered on all units sold and warranty registered through June 30, 2025. YMUS will continue to provide parts, service, and customer support in the United States both now and in support of our 5-year limited warranty. .
Finally, we wish to express our sincere gratitude and appreciation to you and your staff for your dedication and support of the Yamaha eBike business.
Thank you for your understanding and support.”
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