"We want to stay on top of innovation, and we love to be leading," Avinox's Product Experience Director, Ferdinand Wolf, told Bike Europe on the final business day of Eurobike. True to his word, the Chinese drivetrain maker surprised many with the launch of its MG concept motor during the tradeshow. The progression from a shared outdoor booth in 2024 to one of Hall 12's defining exhibitors in 2026 marked a shift in how the company is positioning itself as a long-term industry player.

The e-bike industry is moving at a rapid pace, and few brands have made as dramatic an entrance as Avinox. After making a strong debut at Eurobike 2024 with close ties to tech giant DJI, Avinox has taken a major step forward. By 2025, the transition was complete: Avinox became a fully independent, standalone business.

The demise of Porsche eBike Performance came at a significant moment for the e-bike drive system market. The company was founded in 2022 by Porsche AG and the Pon investment vehicle Ponooc. After they entered the sector in 2022 through the acquisition of Fazua, Porsche communicated it would likely present its drivetrains in 2026. That never happened.

You'd have to have been living under a rock to have missed the 'power-play' that Avinox has brought to the market in the last couple of years with its high-power motors. Until now, the motor manufacturer hadn't articulated its full stance on power and why it's pursuing maximum peak power with its systems. Today, it has pushed back on what it calls "misleading opinions" coming from within the industry.

Long rumoured, the second generation of Avinox's drive system has been announced this morning. Following on from the Avinox M1 e-bike drive system, which launched two years ago under the wing of parent company DJI, the next evolutions of the drive system, the Avinox M2S and Avinox M2 have officially been launched. Claiming "unmatched power, control, range and efficiency," the Chinese manufacturer's draw continues at speed as 60 industry partners confirmed integration of the newest systems.

No other industry relies so much on the branding of its components as the bicycle industry does. The final products in the shops are seldomly referred to as a recollection of well-known parts with a bike brand name on the down tube. This structure originates from the extreme fragmentation of the bicycle industry. Except for Raleigh, almost all brands had only national or regional distribution, making it difficult to invest in innovations. The component manufacturers adopted multinational or global distribution earlier, giving them a head start in branding compared with the bicycle brands.