News Article

Bosch and Shimano Stop Service Partnership


REUTLINGEN, Germany – Bosch eBike Systems is ending its service cooperation with Shimano Benelux for the Netherlands, Belgium and Luxembourg. As of 1 November 2014 Magura will handle all service issues directly and does this now for all European countries except Switzerland.

Bosch and Shimano Stop Service Partnership
The introduction of Shimano’s STEPS e-bike system results in the ending of the cooperation between Bosch eBike Systems and Shimano. – Photo Bike Europe

Before Bosch shifted to Shimano Benelux in July 2013, Magura was already handling all service issues in the Benelux. “By extending our service partnership with Magura to the Benelux again we can bundle resources and use our know-how to ensure optimal long-term service conditions for the retail trade in Europe,” says Armin Harttig, Head of Sales and Service at Bosch eBike Systems. “This includes both simplified spare parts procurement processes and improved service management, including repairs and the hotline.”

An exception on this Europe wide service partnership with Magura is in Switzerland, where Bosch will continue its cooperation with Fuchs Movesa unchanged.

STEPS introduction

The decision of Bosch and Shimano to discontinue their partnership comes with the introduction of Shimano’s own e-bike system STEPS at Eurobike last month. The Shimano STEPS midmotor will be specified on 2015 models of 13 brands in the Benelux.

“Bosch’s strategy to centralize their service with one partner coincides with the launch of STEPS in the Benelux,” says Erik Naberman, Managing Director of Shimano Benelux. “The cooperation was beneficial for both companies. But from now on we will focus on the introduction and service of our own e-bike components.”

Ensuring smooth transition

Both companies’ stipulate that the service cooperation ends by mutual agreement on 30 November 2014. To ensure a smooth transition, Bosch and Magura are in the process of setting up teams of Dutch- and French-speaking employees.

“We are also taking additional general measures like an upgrading of the service hotline,” says Armin Harttig. “The capacity will be doubled by the beginning of 2015, and the bundling and expansion of logistics, with additional staff to be hired should ensure that consignments are shipped faster and more flexibly.”

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