Grandfather of e-bikes withdraws from US market

Yamaha, a pioneer in e-bike technology and the first company to launch a commercially available pedal-assist electric bicycle in 1993, has announced it will leave the American e-bike market at the end of next month. In a notice to its U.S. e-bike dealers, Yamaha blamed oversupply issues following the pandemic and a "significant softening" of consumer demand, both of which have created a challenging business landscape. These market shifts, Yamaha explained, have made it “extremely difficult to achieve a sustainable business model”.

The e-bike market in the U.S. surged by an impressive 269% from 2019 to 2022 as people sought alternatives for transportation and recreation during lockdowns.

However, global sales failed to follow the same upward trajectory following the pandemic, leaving many e-bike manufacturers with too much stock.

By contrast, here in Europe, Yamaha e-bikes continue to innovate. Its recently launched Booster Easy e-bike features a striking aluminium ladder frame, hidden control cables, integrated rear rack, and an impressive 120km range.

Insurance for e-bikes

ETA e-bike insurance includes everything you’d expect, like theft, accidental damage and vandalism cover – plus a few things you might not. For example, we have a no-quibble battery theft policy, zero devaluation for life, and if you break down on your electric bike, or run out of battery, you can call us 24/7 and we’ll arrange a rescue. Whether you ride a tricycle, folding, mountain or cargo electric bike, our comprehensive policy has you covered.

Every ETA cycle insurance policy includes the following as standard:

• Theft, accidental damage & vandalism
• E-bike battery theft cover
• Cycle Rescue (breakdown cover for your electric bicycle and you)
• No devaluation of your bike over time
• £2m third party PLUS £20,000 personal accident cover
• Shed and garage storage
• Low standard excess of 5% (£50 minimum)

Read a full list of everything we include as standard.

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