Bosch eBike Systems is setting up a regional business unit in Suzhou, China with technical and commercial experts to help Asia's bicycle manufacturers prepare for growing global demand for ped-elec bikes, which the company began promoting in the United States in earnest earlier this year.
The German company is working to optimize logistics and ensure swift and flexible delivery dates of its ebike drive system – electric motor, battery and computer – to bicycle manufacturers so they can fulfill global market requirements. Bosch eBike Systems also sees potential for pedelecs in Asia Pacific (APAC) markets.
The new business unit will provide support to original equipment manufacturers in Taiwan, China and Vietnam that are producing ebikes for export to Europe and the United States. The unit will also provide support to established markets such as Japan and new markets in Australia, China and Korea.
“We are delighted that the pedelec is catching on in the Asia Pacific region. Markets there have interesting growth potential and we are convinced that we can achieve in Asia the success that we have achieved in Europe”, said Claus Fleischer, Head of the Bosch eBike Systems product division.
While China is by far the world's largest cycling market, the overwhelmingly majority of “electic bikes” in China are powered by heavy, lead batteries. Bosch eBike System electric drive run on the much lighter lithium ion batteries.
The regional business unit Asia Pacific is being launched by a team of Bosch experts who have experience in different markets and product areas.
A focus on logistics
“In the past our focus in Asia has been mainly on collaboration with suppliers,” said Fouad Bennini, former senior manager product management and future regional business unit leader Asia Pacific. “It is now being joined by logistics and production as well as sales and service in the region's markets. That requires a central point of contact, and from Suzhou we can intensify our cooperation with partners and customers and ensure swift response times and flexible deliveries.”
One of his priorities will be to implement the logistics concept.
“After our successful US market entry in April, developing the Asian market is the next major step for us,” said Bennini. “We will launch a successful logistics concept and the support from Bosch to which we are accustomed. I am convinced that they will prove of decisive assistance as we progress globally,” Bennini added.
Bosch eBike Systems can also leverage parent company existing infrastructure in Suzhou. Robert Bosch GmbH, which generated $52 billion in sales in 2013, has been active in the automotive sector since 1999 in Suzhou.
