Yamaha throws in the towel, pulls out of e-bike market in North America

Yamaha’s electric bikes have been well-received in global markets and have also received rave reviews in the US. However, the company’s higher prices make it harder to compete in the North American market, which is dominated by value-oriented models with significantly lower price points.

Yamaha’s various electric bikes designed for commuting, fitness, and mountain biking all feature higher-end components, which has resulted in the company competing more directly with premium bicycle shops. The company’s elaborate frames and in-house motors have added value to their models, yet have also contributed to a more premium price range.

Meanwhile, Yamaha hasn’t been immune to the same sales slowdown and overstocking issues that have plagued the e-bike industry over the last few years, as the company explained to its dealers in the letter seen below.

“Dear Yamaha eBike Dealer,

We want to thank you for your partnership and for your business in purchasing and retailing Yamaha eBikes, and for proudly representing the Yamaha brand. However, as you know, the combination of a post-COVID oversupply within the entire bicycle industry, coupled with a significant softening of the market, has resulted in a particularly challenging business environment where it is extremely difficult to achieve a sustainable business model. Given these market conditions, we regret to inform you that Yamaha has made the difficult decision to withdraw from the U.S. eBike business and cease wholesaling units effective the end of this year.

Yamaha Motor Corporation, U.S.A. (YMUS) entered the U.S. eBike market in 2018, and we have enjoyed the opportunity to partner with you these past six years to sell exciting, high-quality, all-road, mountain, and fitness/lifestyle eBikes.

We will continue to support your dealership in the sell down of your inventory by extending the current “Fan Promotion” program where customers may receive up to 60% off their purchase of a new Yamaha eBike. This “Fan Promotion” program will be offered on all units retailed and warranty registered through June 30, 2025. YMUS will continue to provide parts, service, and customer support in the United States both now and in support of our limited 5-year warranty.

Finally, we wish to express our sincere appreciation and gratitude to you and your staff for your dedication and support of the Yamaha eBike business.

Thank you for your understanding and support.”