Bosch Invests 440 Million in e-Mobility

REUTLINGEN, Germany – Bosch’ entry into the e-Bike market was already announced months ago, but today Rainer Jeske (photo), senior vice president of the company’s e-Bike systems division, made clear that their new components are not just another e-Bike kit.

“The Bosch e-Bike system is the first result of a substantial investment. Our strategy is to transfers the group’s extensive technological know-how in electronics, electric drives, sensors and battery technology into new products for e-mobility. Bosch aims at becoming one of the leading suppliers of electric drive systems in the future. Next to systems for e-Bikes we also target electric motorcycles as well as electric cars.”

The Bosch e-Bike system was initially presented as a joint development with Cannondale. However, at Eurobike numerous bike makers are launching models which are fitted with the Bosch system, “It is Bosch’s philosophy to approach a new market carefully and step-by-step”, said Rainer Jeske. Quite an understatement looking at 14 bike brands, mainly from Germany, that are specing the Bosch system for one or more 2011 models.

Jeske was clear about the company’s target for the short term. “We expect to produce between 70.000 and 80.000 units for the 2011 model year. On the long term our aim is to achieve a global market share of around 25%.”

For a smooth market entry Bosch has partnered with Magura for their service network in Europe. “Perhaps this might sound a bit curious as Bosch has its own service network all over the world”, said Rainer Jeske. “During the start-up Magura’s close connection with IBD’s can be very helpful to us, but in long run we will set up our own service network for e-Bike, e-Motorcycles and e-Cars.”