Porsche E-Bike Performance, the business which morphed from the 2021 acquisition of Greyp, the bike brand of hypercar manufacturer Rimac, and the 2022 acquisition of e-bike OEM motor manufacturer Fazua, has undergone a rebrand.
Whilst the name remains, the look, colour and logo all change – with the business calling this “Evolving with intent”.
Sharing the announcement of the rebrand, the business highlights that “Porsche E-Bike Performance is growing, refining its identity, and strengthening its focus. As a young company with deep engineering roots, we stand for precision, performance, and innovation – distinctly Porsche AG, yet entirely our own, and shaped by our legacy with Fazua and our team in Zagreb and Munich as we grow and build something extraordinary together”.
The new look is said to reflect this evolution. “Originally a hallmark of Porsche’s first plug-in hybrid electric vehicles, Acid Green signals the same spirit at Porsche E-Bike Performance: cutting-edge technology electrified riding excitement, and a clear commitment to innovation”.
A spokesperson for the business adds, “Our new look isn’t just a design update – it’s a statement for the future of electric performance. Blending a strong connection to Porsche with a distinct identity of its own”.
Is it a brand relaunch if everyone is happy?
The launch of the new brand identity has not been without its critics. Commenting on social media, industry veteran Frank Aldorf states: “I am never shy of giving credit and kudos to people, companies and their work. In this case and with the names involved, my initial reaction on this “new look” is, unfortunately, underwhelming.”
Shaping the business: Technology at the forefront
Of the 2021 acquisition of GreyP, Mark Sutton observed: “The Croatian electric bike brand is notable for integration of sophisticated technologies transferred from owner Mate Rimac’s automotive company Rimac Automobil. The founder says that the bikes are built around electronic features and a Linux operating system, rather than the other way around.”
Partners in e-bikes and investment
August of 2022 saw Porsche announce that it “wants to increase its activities in the eBike segment. To this end, two joint ventures founded by Porsche and the Dutch company Ponooc Investment B.V. begin business” on the first of the month. Ponooc represents the Venture Capital element of Pon Holdings.
Building not rebadging
April of 2023 saw Porsche E-Bike Performance CEO Dr Jan Becker share updates on the project and the development of a first Porsche E-Bike Performance motor, stating: “For more than a year now, countless design and development hours have been poured into the first Porsche e-bike drive unit, with many more to come.”
Becker further commented: “… we want our new smart drive system to set new standards in quality, usability and on-the-bike experience. That is why our first A-sample testing is well underway. A special moment for all involved and a significant step towards making our vision a reality. A few days ago, I was lucky enough to go on a test ride through the foothills of the Alps—very promising, even if there is still lots to do!”
In November of the same year, Dr Becker shared further insights into the development journey – “fully focused on innovation“, whilst the business also announced it had “invested in a Croatia-based e-bike systems manufacturing facility”.
Timelines and market changes
In the time since Porsche E-Bike Performance came into existence, the industry has seen businesses, including TQ, ZF, and DJI, enter the market, amongst a number of others.
With some 18 months of ‘teasing’ the future under its wheels, Porsche E-Bike Performance has raised expectations. Progress waits for no one – will the famous sports car makers mark fall foul of the innovation curve, or will German efficiency and attention to detail deliver the complete package?
For context, ZF recently announced its ‘service concept’, a maintenance training programme for bike shops, delivered in person and via an online portal – which also supports warranty processing and parts ordering – whilst currently having only one bike brand using the ZF CentriX e-bike drive unit.
