In mid-October, Ananda welcomed some forty dealers from the Netherlands and Belgium to its European headquarters in Arnhem. The Chinese maker of e-bike drive systems presented a new service partner model there. From 2027, bike shops can become certified Ananda partners.
That may seem like a small story, but it fits a larger pattern. The market for drive systems is on the move, and the dealer’s workshop is becoming ever more important.
A market that is opening up
For a long time, the e-bike motor in the Benelux was mainly the domain of a few established brands. That is changing. Ananda has had its own call centre in Arnhem since 2024 and is now expanding to a dealer network. At Eurobike, Chinese manufacturer Gobao drew attention with a system that integrates the motor and an automatic gearbox. And Chinese bike brand Pardus will sponsor Team TotalEnergies for the next three years.
Meanwhile, the established brands are not standing still either. Panasonic increased the torque of an existing motor with nothing more than a software update. Magura opened a service hub in Arnhem for the Benelux this year.
Why service makes the difference
For the consumer, an e-bike is only as good as the service behind it. A motor that cannot be repaired quickly is a problem, no matter how well it rides. New players know this. Anyone who wants to grow in Europe has to show that their system is just as easy to maintain as those of the well-known brands.
That is why these companies invest in call centres, service hubs and training. And that is why they are reaching out to dealers.
What it means for the dealer
For the bike shop, opportunities and risks sit side by side.
The opportunity is that certification becomes a differentiator. A shop that can service several systems can take in more bikes and becomes a logical partner for brands and lease companies.
The risk is fragmentation. Each system needs its own diagnostic software, parts and training. For a small workshop that is hard to keep up with, especially with the current shortage of mechanics.
Choose deliberately
My advice to dealers: make a deliberate choice. Which systems do you see most in your workshop, including on bikes you did not sell yourself? What does certification bring you in revenue and customer loyalty, and what does it cost in time and training? And what support do you get from the manufacturer on warranty and parts?
For brands and importers the lesson is just as clear. Choosing a drive system is also choosing a service model. A system the dealer cannot or will not service becomes a problem in sales.
Win-win in the workshop
The best service models are the ones where manufacturer, brand and dealer all come out better. The manufacturer gets a network, the dealer gets knowledge and work, and the consumer gets a bike that is quickly back on the road.
Not sure which drive systems and service partnerships suit your brand or shop? I am happy to think along about proposition and partner choice. Book an intro call
Johannes de Bruin helps companies in the cycling industry grow through The Great Ride, with strategic advice, project management and partnerships. More about me