Porsche Discontinues Performance E-Bike Division Amid Market Changes
Porsche is discontinuing its performance e-bike division
Engadget
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Porsche has announced the discontinuation of its performance e-bike division, Porsche eBike Performance GmbH, after nearly four years of operation. The decision affects around 350 employees and comes as part of a broader strategy to refocus on core business areas amidst changing market conditions.
- 01Porsche is shutting down its e-bike division, which was launched in August 2022.
- 02The closure affects approximately 350 employees in Germany and Croatia.
- 03Porsche's e-bike offerings included models like the Porsche eBike Sport and eBike Cross.
- 04The automaker is also discontinuing its battery cell subsidiary and a software company.
- 05This move is part of Porsche's strategy to refocus on its core automotive business.
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Porsche is discontinuing its performance e-bike division, Porsche eBike Performance GmbH, which was established in August 2022. The decision follows nearly four years of operation and affects around 350 employees at factories in Ottobrunn, Germany, and Zagreb, Croatia. The e-bike division aimed to create high-performance e-bike drive systems but faced challenges due to changing market conditions. During its brief existence, the division launched several models, including the Porsche eBike Sport, which had a starting price of $10,920. Alongside the e-bike division, Porsche is also closing its battery cell subsidiary, Cellforce Group GmbH, and a software company, Cetitic GmbH, as part of a strategic refocus on its core automotive business. This move comes after Porsche's recent decision to sell its minority stake in Bugatti Rimac, a joint venture with the Rimac Group, further indicating a shift in priorities for the automaker.
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The closure of the e-bike division will lead to job losses for approximately 350 employees in Germany and Croatia, impacting local economies.
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