New owner Juiced Bikes, Yamaha Buys Brose, Level 3

New owners of Juiced Bikes have discovered as co-founders Lectic

Juiced Bikes made a surprising announcement via the Juiced Bikes YouTube channel.

Lectic Ebikes, Levi Conlow and Robbie Deziel co -founders have found that they have acquired juicy bikes. The agreement, finalized on March 27, 2025, comes after Juides’ assets at the auction in late 2024 because of financial fights.

Originally founded in 2009, Juices gained reputation as a trailblazer in the US e-bicycle market with bold design and high-performance performance models known for speed. Despite their early success, financial struggles led to the fall and landed on a auction block. The new owners expressed the obligation to renovate the brand and restructuring of the team from the foundation,

There is much more to sort. The acquisition does not include Juices’ product inventory or warranty parts, leaving some unresolved problems for many customers who are still waiting for delivery. Conlow recognized these challenges and promised that Lectric’s high standards for users would take the juice, stating that it would take 9-12 months to build the necessary infrastructure.

Conlow and Deziel say they are excited to innovate the Juices’ product line, and the company is independent. “I want to surprise and shock people the same way with Juice – performance and components you don’t expect at incredible prices,” Conlow said.

Our shots: Juices has a strong legacy in the e-bicic world, so it’s great to see the brand scoring. Lectric founders proved that they knew what it needed to make DTC e-bicycle affairs and we hope they can apply that same magic to the juice. There are still a lot of questions – what will happen to the Juiced line, in which direction it will take and how the existing customers will be supported – but it’s time to solve it. For now, we will carefully look and root the best.

Trump’s administration has launched new caring tariffs to more than 180 countries, including many countries where e-bickel originates and their parts

President Trump has announced a plan for implementing 10% of the basic tariff on all countries, with higher reciprocal rates applied based on the tariff that impose these countries to American goods. According to TrumpThese rates will include the “combined rate of all their tariffs, non-monetary barriers and other forms of cheating.” He added, “We will collect about half of them what they are and charged us, so the tariffs will not be full reciprocal.”

China-one of the biggest players in the e-bicical industry would see an additional 34% of tariffs above the existing rates. Trump’s plan also affects many other countries playing a key role on the bicycle market:

Our shots: We imagine that there are currently a lot of meetings in the e-bickel industry and on the global political stage. Considering that some of Trump’s past tariff proposals are quickly pulled backwards, it is too early to say where to land.

Accordingly, we are still firmly against the tariff on the e-bicicles for two key reasons. First, the goal of the tariff is to promote domestic production, but there are currently no large US companies that build e-bicycle from the ground up. Second, history has shown that the tariffs are often transferred to a consumer. If these wands, we could see that e-bickel prices are significantly increasing, killing them out of reach for many riders.

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Brose sells his job with e-bicicles in yamaha

The German company Brose sold its motor division for the Yamahi e-Bicic. Brose has produced higher class products on many popular brands, such as specialized.

According to a press release“Sales are part of Brose’s strategic diverting with an emphasis on its fundamental business areas. In the future, Yamaha will use Brose’s developmental resources in the e-bicic sector to further optimize planning and design of new products.”

Yamaha, based in Japan, plans to open a development center in Europe to better respond to the changes in the market and strengthen its presence in the region.

Our shots: The e-bicycle market is obviously in the consolidation phase, and this seems like a smart business move-for Yamaha, if it wants to expand further into Europe while the brothe is narrowing its focus.