Porsche is shutting down its e-bike division after less than four years
Porsche is pulling out of the e-bike market entirely, shutting down its eBike Performance GmbH subsidiary just under four years after launching it. The closure will eliminate around 360 jobs across facilities in Ottobrunn, Germany, and Zagreb, Croatia. Combined with the simultaneous wind-down of battery unit Cellforce Group and software firm Cetitec, more than 500 positions are being cut in total.
The brief experiment
Porsche established eBike Performance in 2022 with the goal of building proprietary motors, batteries, and components for premium electric bikes. The division produced a handful of models, including the Porsche eBike Sport — a road-oriented model starting at $10,920 — and the off-road eBike Cross. Both were positioned as high-end options for urban commuters and trail riders willing to pay a significant premium over mainstream brands like Giant or Trek.
The gamble didn't pay off. CEO Michael Steiner confirmed the closures in a statement on the Porsche Newsroom, citing "fundamentally changed market conditions" and a need to refocus on Porsche's core automotive business. Competing against established motor suppliers like Bosch — which powers a huge share of European e-bikes — proved difficult, especially as the wider market softened sharply. European e-bike sales fell across the board in 2024, with the UK down nearly 10%, according to BikeRadar.
Bigger retreat
The e-bike closure is one piece of a broader pullback. Porsche recently sold its stakes in Rimac Group and the Bugatti Rimac joint venture, unwinding several of the diversification bets made under CEO Oliver Blume's tenure. Cellforce, the battery subsidiary being shuttered alongside eBike Performance, was backed by €17 million in state funding when it launched in Germany — that investment now appears to be a write-off.
Porsche's financial results add context: operating profit fell 22% and sales dropped 15% in Q1 2026. Closing subsidiaries that sit outside the core car business is a direct response to that pressure.
What it means for buyers
If you already own a Porsche e-bike, warranty and support terms beyond the closure date have not been officially confirmed. The premium end of the e-bike market remains well-served by Riese & Müller, Specialized, and others — Porsche's exit removes a competitor but doesn't leave buyers short of options. The UK e-bike market is still forecast to grow at around 8.5% annually through 2035, so the segment itself isn't going away; Porsche just couldn't carve out a defensible position in it.
