By Jo Beckendorff
MATTIGHOFEN, Austria (BRAIN) — After coming into the European e-bike market, motorcycle big Pierer Mobility AG, the mum or dad of KTM Motorcycle, Husqvarna Motorbikes, GasGas Motorbikes and WP Suspension, appears to scent additional gross sales alternatives. Presently, it’s focusing e-bike advertising and marketing on the German-speaking market area (Austria, Germany, and Switzerland). This 12 months they plan to increase all through Europe and growth to North America is deliberate for 2022.
Along with the transfer into additional nation markets, Pierer Mobility can be counting on an expanded gross sales technique. Pierer E-Bikes GmbH, which sells Husqvarna E-Bicycles, GasGas and R Raymon model names, is not going to solely promote via the IBD market but in addition via chosen specialist motorcycle sellers.
The Spanish model GasGas, celebrating its e-bike debut this 12 months, may also play a weighty function right here. The intention is “to turn into a big participant within the e-bike sector within the medium time period.” The formidable aim is to attain annual gross sales of 500 million euros ($600 million) by 2025.
Pierer Mobility’s 100% e-bike subsidiary Pierer E-Bikes GmbH is guided by German e-bike pioneers Susanne and Felix Puello (the previous managing administrators of Accell Group’s Winora Group with its Haibike e-bike model). With the assist of Pierer Mobility they constructed up each Husqvarna E-Bicycles and R Raymon manufacturers from scratch.
If the Pierer Mobility title would not sound acquainted, there is a motive. Resulting from an extended dispute with KTM Fahrrad GmbH – one of many European e-mountain bike pioneers – former KTM Industries AG needed to change its title since coming into the e-bike market.
KTM Fahrrad (AKA KTM Bicycle) has nothing to do with the motorcycle provider KTM Industries. These are two totally different corporations (however as a consequence of their similar historical past, each are primarily based in Mattighofen, Austria). Due to this fact final 12 months stock-listed KTM Industries AG modified its title to Pierer Mobility AG (named after company-CEO Stefan Pierer who took over the corporate’s motorcycle enterprise after KTM’s insolvency in 1992).
In response to the primary preliminary gross sales figures, the Austrians closed fiscal 12 months 2020 with its tenth report in a row. It produced 326,471 bikes and e-bikes and achieved 2020 whole gross sales of 1.53 billion euros ($1.85 billion). Nonetheless, that is solely 0.7% increased than the earlier 12 months. Earnings earlier than curiosity, taxes, depreciation of property, plant and gear, amortization of intangible property and hire (EBITDA) got here in at 239 million euros, down 0.7% from the earlier 12 months, and working revenue (EBIT) was 107.2 million euros, down 18.6%. With out additional particulars Pierer Mobility mentioned its good 2020 outcomes have been “as a consequence of lively corona administration.”
Included in each quantity and worth gross sales figures above: gross sales of 65,064 e-bikes models below the Husqvarna Bicycles and R Raymon model names, leading to whole worth gross sales of 112.5 million euros for the younger e-bike division. In comparison with the earlier 12 months, it is a gross sales enhance of 33.5%. Their earlier 12 months’s unit determine is sadly not talked about on this preliminary annual report (the ultimate annual monetary report will likely be revealed on March 30.
Far more fascinating, nevertheless, are the 2021 strategic initiatives communicated within the preliminary annual report: after the primary GasGas-branded e-bikes have been packed below the umbrella of Pierer E-Bikes GmbH and after adopting a brand new distribution channel (specifically by way of the motorbike specialist sellers approached by Pierer Mobility), the corporate additionally introduced a partnership with Indian Bajaj Auto Ltd. (which holds a 48% stake in Pierer Mobility).
The businesses entered into an e-vehicle alliance “to create numerous product variants — powered two-wheelers (scooters, mopeds, mopeds) and electrical bicycles below the manufacturers of each companions. The event of a number of electrical two-wheeler fashions will likely be pushed ahead on the joint electrical drive platform.” In response to Pierer Mobility “the primary Husqvarna-branded e-motor scooter will likely be launched in 2022.”