Fox to Focus on E-bikes


SCOTTS VALLEY, USA – US fork manufacturer Fox Factory Holding is increasing its sales focus on the producers of e-bikes. Fox CEO Larry Enterline sees many opportunities: “If you start going 30 miles an hour you’re going to want some suspension.”

Fox to Focus on E-bikes
“If you start going 30 miles an hour on a e-MTB you’re going to want some suspension,” said Fox CEO Larry Enterline. - Photo Bike Europe

“The e-bike has been a major source of growth for the industry even as sales of traditional bikes have trended sideways in the wake of 2007’s global financial crisis”, says Enterline in a background report on Fox Factory Holding in the November issue of Bike Europe.

“Electric motors on mountain bikes”

“We are seeing strong demand in Europe and, increasingly, in the US,” Enterline says of the e-bike trend. “We are seeing electric motors on mountain bikes. But also on models, like cruisers, which have rigid forks. To ride save and comfortable suspension becomes a necessity on a bike if you are going 30 miles an hour.”

The focus on e-bike sales is together with the relocation of the production to Taiwan, as reported by Bike Europe last week, is part of Enterline’s strategy to grow the business. “We are aiming to improve margins by 200 basis points a year for the next few years,” says Enterline.

Comment on this article