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Sales Success Continues for Shimano’s STEPS Systems for E-MTBs

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OSAKA, Japan – The trump cards that led to Shimano’s success within the 2018 e-bike market, delivered a likewise performance in the first quarter of this year. This becomes evident from the company’s financial reporting covering the first three months of 2019. It is said here “The Shimano STEPS sport e-bike components, were well received in the market in continuation from the previous year”.

Sales Success Continues for Shimano’s STEPS Systems for E-MTBs
Next to STEPS sport e-bike drive systems, also 105 series high-end road bike parts contributed to Shimano’s growth in net sales. – Photo Shimano

These “sport e-bike components” are referring to drive systems for electric mountainbikes. Targeting this category Shimano launched early 2017 the STEPS E8000 groupset. This drive system has been designed for “difficult trails with extreme ascents.” Driven by the e-MTB success the component maker expanded its ‘sports’ offering with the early 2018 launch of the STEPS E7000 drive. This groupset is to serve a wider audience of e-MTB riders became available in September 2018.

Net sales in bicycle components

Next to the the STEPS sport e-bike drive systems, also the 105 series high-end road bike parts contributed to the growth in net sales during the first quarter of 2019. Shimano’s net sales in bicycle components increased 2.4 percent from the same period of the previous year to JPY 69,603 million (€ 554.8m).

Sales by region

As for its sales performance by region, Shimano reports “In Europe, retail sales of completed bicycles, mainly sport e-bikes, remained solid in continuation from the previous year, and distributor inventories of bicycles in Europe remained at an appropriate level.

“In North America, although total retail unit sales of completed bicycles were sluggish, the sales amount remained at the same level as the previous year due to relatively strong sales of high-end bicycles. Distributor inventories remained at an appropriate level.

“In China, retail sales of completed bicycles showed no signs of recovery, and retail sales of low-end and middle-range bicycles continued to be sluggish. Meanwhile, distributor inventories remained at an appropriate level.”

For its domestic market Shimano reports sluggish sales of high-end sports bicycles and for e-bikes a mixed picture with decreasing unit sales but increasing unit prices.

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