Software and Collaborations Headline Bosch Launch
Frankfurt, Germany
When in comes to who has the biggest market share of mid-mount e-bike drivetrain systems few dispute that Bosch is the leader.
According to one industry expert, for the European market Bosch has a 60% market share, followed by Shimano at 22%, Bafang at 8% and all others combined for the final 10%. It’s probably less dominant outside of Europe.
Bosch, which is privately owned by a charitable foundation, doesn’t usually disclose financial information but according to electrifiedmag.com, claiming that their source was Bosch itself, the company sold 1.5 million drive systems in 2020 with a value of 1.1 billion Euros (A$1.76 billion.)
Therefore, when Bosch holds its annual launch event on the eve of Eurobike each year, it’s not surprising that a very large media contingent attends. But unlike previous years where there have been major new hardware launches, this year the emphasis was upon software and collaboration with other manufacturers.
Bosch now has over one million users of its Flow app, which has a user rating of 4.6 stars.
At the launch Bosch announced two new features, range prediction and range control. These features use AI (artificial intelligence) to combine input data including the ride elevation profile, assistance mode and learning based on each user’s riding style.
The range control feature allows app users to select their destination, select the amount of battery charge they want to have remaining at the end of their ride. It then automatically adjusts power levels during the ride to achieve that result.
Bosch can clearly see the commercial value in having such a large installed base of active cyclists using their Flow app. They spoke at length about how easy it was for OEM’s (bike brands) to brand the Flow app with their own logos, colours and other style features. They emphasised how easy this was for the bike brands to do.
Bosch is also offering the Flow app as a marketing channel and gave the example of an insurance company that is using the app to make offers to consumers.
Collaboration with Shimano and Others
After years in which Bosch’s “Smart System” has not been compatible with Shimano components, they announced at the launch they are now working in collaboration with Shimano, with Nexus Di2 and Cues Di2 to be the first groupsets and further announcements to follow in future.
Bosch also displayed the new TRP 12 speed E.A.S.I. A12 derailleur which syncs with Bosch to allow for automatic gear shifting based upon cadence. It also features roll shift, meaning it can change gears when you’re not pedalling, provided the bike is still rolling meaning, the chain is still rotating.
It also has a auto downshift feature that can be pre-set, so that when you’re approaching a red light or stop sign it shifts down to a lower gear, ready for an easier start.
Clearly, Bosch is not taking its market leadership position for granted and is working on refinements. But those waiting for a new product line this year departed empty-handed.
No doubt there will be new products in development as we speak and perhaps some will be unveiled at next year’s launch.