Daniel Mercer
Porsche is making a significant shift by discontinuing its electric bicycle division, known as Porsche eBike Performance GmbH. This decision comes after the German automaker initiated its e-bike venture in August 2022, aiming to innovate in components such as motors and batteries. After nearly four years of operations, the company has decided to cease its e-bike activities and will close its factories located in Ottobrunn, Germany, and Zagreb, Croatia, resulting in approximately 350 job losses for employees in these regions.
Porsche announced through a press release that the purpose of the e-bike division was to create “high-performance e-bike drive systems and market them worldwide.” However, the company has noted that the market conditions have evolved, prompting this significant change. During its brief existence, Porsche eBike Performance successfully developed several models, including the Porsche eBike Sport, designed for road cycling, and the Porsche eBike Cross, tailored for off-road experiences. Remarkably, the eBike Sport reached its fifth generation despite its premium starting price of ,920.
Beyond the discontinuation of its e-bike program, Porsche is also shutting down additional ventures. According to CEO Michael Leiters, the automaker will close down Cellforce Group GmbH, its battery cell subsidiary, along with Cetitic GmbH, a software company that served both Porsche and the Volkswagen Group. This strategy aligns with Porsche’s intent to “refocus on our core business.” While Porsche has been progressively electrifying its vehicle lineup, the company has also opted to divest its minority stake in Bugatti Rimac, a joint venture formed between Porsche and the Rimac Group. Additionally, Porsche sold its smaller share in The Rimac Group, even after investing tens of millions into this luxury electric supercar manufacturer.
