Yamaha has notified its dealers that it is likely to exit the North American electric bicycle market by the end of this year. In the interim, the company plans to clear out its remaining inventory by offering up to 60% discounts on all products, while simultaneously committing to support its existing customers of e-bikes in the US market for at least five additional years.
Yamaha’s electric bicycles have garnered widespread acclaim internationally, and their reputation has also been bolstered by overwhelmingly positive reviews in the US market. Despite its increased expenses, the corporation’s higher costs render it more challenging to remain competitive in the North American market, where value-driven fashion trends prevail at significantly lower price points.
Yamaha’s diverse lineup of electric bicycles, engineered for daily commutes, fitness enthusiasts, and adventure-seekers alike, features high-quality components that have led to increased competition with upscale bike manufacturers. The corporation’s sophisticated frame designs and proprietary motors have significantly enhanced the value proposition of their fashion offerings, albeit at a higher price point.
Yamaha has not remained immune to the industry-wide issues of sluggish sales and overstocking that have plagued the e-bike market in recent years, according to a letter sent to dealers.
“Pricey Yamaha eBike Vendor,
We would like to express our gratitude for your valued partnership and commitment to retailing and promoting Yamaha eBikes, proudly showcasing the Yamaha brand. Despite lingering pandemic effects, the combined impact of a post-COVID surplus and market softness has created an extremely challenging business environment, making it particularly tough for companies to establish a viable business model. Given the current market conditions, Yamaha is regretfully announcing its decision to discontinue operations in the United States. The e-bike industry effectively eliminates wholesale models at its highest level by the end of this year.
Yamaha Motor Company, U.S.A. (YMUS) entered the U.S. Throughout the past six years, we’ve had the privilege of collaborating with you to pioneer and showcase cutting-edge, all-road, mountain, and lifestyle eBikes that revolutionized the industry in 2018.
We will continue to support your dealership in clearing out current inventory by expanding our existing “Fan Promotion” program, where customers can enjoy up to 60% off the purchase of a new Yamaha eBike. The Fan Promotion program will be offered on all eligible models sold and registered by June 30th, 2025. As we move forward, YMUS will provide comprehensive offerings, services, and dedicated buyer support across the USA, backed by our robust 5-year warranty.
We would like to categorically express our heartfelt appreciation and sincere gratitude to you and your team for their unwavering dedication and support of the Yamaha eBike initiative.
Thanks for your understanding and assistance.
