Porsche has revealed that it is shutting down its e-bike subsidiary Porsche eBike Performance GmbH, a move that will also see e-bike motor brand Fazua closed.
The German sports car brand launched its e-bike subsidiary in 2022, the same year it acquired Fazua, in a bid to develop and market electric drive systems that would power a new generation of Porsche e-bikes.
However, following the planned sale of Porsche’s stakes in Bugatti Rimac and the Rimac Group, the e-bike performance group has now been discontinued, alongside fellow subsidiaries Cellforce Group GmbH, which manufactures lithium-ion pouch battery cells for electric sports cars, and Cetitec GmbH, a data communication software specialist.
The closure of the Ottobrunn-based Porsche eBike Performance GmbH will affect around 360 employees, with the car brand stating that 500 staff members in total will lose their jobs as part of the closures.
Porsche says the move forms part of a “strategic realignment” for the brand and is in response to “fundamentally changed market conditions” for e-bike drive systems.
> Porsche gets serious about e-bikes – takes over lightweight motor manufacturer Fazua
“Porsche eBike Performance GmbH was established to develop high‑performance e‑bike drive systems and market them worldwide,” the company said in a statement.
“Due to fundamentally changed market conditions for e‑bike drive systems, the activities of the joint venture will be discontinued. This measure is in line with Porsche AG’s strategic focus on its core business.”
After being approached for clarification by road.cc, Porsche confirmed that Fazua would also be closed alongside the performance group.
First developing its lightweight motor system in the mid-2010s, Fazua was bought by Porsche in June 2022, four months after the car brand acquired a 20 per cent sake in the company.
At the time, the German brand said the acquisition would aid in the development of future Porsche e-bikes, stating that it also had plans for a separate venture focusing on technological solutions for the micro-mobility market.
“Electric bikes have a fixed place in the company’s e-mobility strategy and promise further potential,” Porsche said in 2022.
> Lightweight mid-motor shootout: Bosch SX v Fazua Ride 60 v Specialized SL 1.2 v TQ HPR-50
Fazua’s motors, particular its powerful, light, and compact Ride 60 proved popular with lightweight electric mountain bikes from brands like YT and Salsa, and even some gravel and urban bikes like the Canyon Roadlite:ON, with the company providing the motor system for the majority of Canyon’s e-bikes.
In a statement confirming Fazua’s closure, a Porsche spokesperson said: “Fazua was acquired by Porsche and Pon in 2022 and is part of Porsche eBike Performance GmbH.
“Fazua customers and dealers will continue to have long-term access to spare parts and service. Further information will be announced shortly.”
Reflecting on the closure of three of the brand’s subsidiaries, Michael Leiters, chairman of Porsche’s executive board, said the company “must refocus on our core business”.
“This is the indispensable foundation for a successful strategic realignment. This forces us to make painful cuts – including our subsidiaries,” he said.
16 thoughts on “Porsche shuts down e-bike motor brand Fazua as car brand’s e-bike subsidiary closed and 500 jobs cut”
Motor vehicle manufacturer acquires and then terminates e-bike startup. Not a good look.
In corporate linguo, “strategic realignment” means : we fucked up big time, we’ve got to stop the bleeding right now.
Porsche have already bought and closed down the Greyp eBike brand as well.
Good, good.
I never liked car brands meddling with bicycles. They never do it out of any love or passion for cycling, they just want to cash in on it.
That happened when mountain biking became popular, some brands have tried it when they saw road cyclists are willing to pay big bucks for premium bikes, and they are trying it again with ebikes.
They all fail, and I love it every time.
That shows a lovely spirit, I’m sure the employees of Fauza who will now be unemployed will appreciate your joy.
“At Porsche, we have decided to stop manufacturing motorcycles… ah, excuse me, e-bikes…”
Employees always carry the burden of the mistakes and failures of those higher up in the company. That’s horrible – I’ve been there myself – and unfair, but it’s just how things go sometimes.
Doesn’t mean I can’t be happy when a company that has no place in the beautiful cycling world fails.
So you’re still being happy about something that, in your own words, is horrible and unfair for the employees. And what on earth is all this guff about car companies having no place in “the beautiful world of cycling”? The two industries have always been closely intertwined, with a huge number of big car manufacturers starting life as bike manufacturers, Peugeot, Rover (actually named after the Rover safety bicycle they built, “the first recognisably modern bicycle”), Morris, Opel to name but a few. If a car manufacturer wants to get into “the beautiful world of cycling” and produces good bikes, especially bikes like e-cargo bikes that will actually get people out of their cars, good luck to ’em.
I hate cars – or rather, that we as a society have allowed ourselves to be totally car-centered and dependent, ruining city life and the environment in the process – and the fact that some brands started a bicycle brands only to move on to cars and abandon bicycles only supports my point that there is no love or passion, no actual interest in bicycles.
Also, can you name one car brand that has actually produced good bicycles, ones that really offered anything better or different from what was already there? Lotus is one, but I’m talking bicycles for the general public here.
Ever heard of Peugeot?
And by the way, you may be surprised to discover that – sit down before you read it – bike manufacturers are actually businesses set up to make money in the first place!
Bianchi? Bianchi was a car manufacturer in 1899 – whilst also producing cycles. Although the cycles may have come first by a year or two. So it perhaps doesn’t count.
In the 50s, Bianchi partnered with FIAT to produce the Autobianchi which introduced an innovative front-engine, front-drive layout, which enabled a large interior volume and ultimately became the predominant front engine/drive layout, worldwide.
Looks like an IP play – buy a company with attractive IP, run it for a bit, apologise “it’s not going to work” and then shut down all operations.
With Porsche’s main business being high performance cars and the ongoing shift to electric, it’s not inconceivable that fazua had some interesting IP e.g. torque control / sensing for motors, that was transferable to auto use.
Surprise surprise. Nob-owned and run manufacturer of gas guzzlers driven by nobs screws over cycling division and its employees.
Yes, I’ve heard of Peugeot.
Funny you mention them, because they are a perfect example of a brand that dropped bicycles when they found something that was more profitable.
And also, yes, cycling brands make bikes to make money. Nothing wrong with that. Except real cycling brands keep making bikes, they are in it for years or decades, despite the bicycle market not being an easy market, and they stay even through the hard times.
Pepper mills?..
My Fazua assisted bike is made by Cube which, unless I’m mistaken, is a bike brand.