Views: 0 Author: Site Editor Publish Time: 2025-07-19 Origin: Site
WEIDEN, Germany - The e-bike market expansion in the past decade came with a wave of new brands and suppliers. One of them was German MSA, mainly known as a long-time Kymco importer in Germany and the Czech Republic. Challenges in the motorbike and e-bike market have resulted in a reorganisation of the company including the withdrawal from the e-bike and bicycle market.
“Due to the ongoing challenges in the two-wheeler market, we now see a need for action on the part of our company to ensure long-term economic stability and to continue to secure the success of MSA GmbH with approximately 650 trading partners,” is noted by the company management.
MSA Motor Sport Accessoires GmbH entered the e-bike and bicycle market in 2014 with the creation of the e-bike label Trenoli. The big drop in 50cc scooter sales at that time triggered the company to launch e-bikes. In 2018 the company expanded with the acquisition of the e-bike brand Bionicon. Both brands are being offered and sold successfully through IBDs on the German market.
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The ongoing discounting in the e-bike and bicycle market in combination with a decline in Kymco sales in the motor-scooter and ATV segments has forced MSA to restructure its organisation. “As part of its strategic realignment, the company plans to concentrate on its core business which is defined as the distribution of Kymco, Hyosung and Voge motorcycles, motor-scooters and ATVs,” the company said in a statement.
The announcement to discontinue their e-bike business comes only 2.5 months after Pierer Mobility AG closed its e-bike divisions. Pierer Mobility also originates from the motorised two-wheeler business. The Austrians also had to pull out of the e-bike market due to challenges in both e-bike and motorbike sales.
Strategic realignment
“The ongoing difficult situation in the bicycle market, made us decide to discontinue the distribution of Bionicon and Trenoli branded bicycles and e-bikes as of 31 December 2025,” writes MSA in a statement. Also, the distribution of Kymco vehicles in the Czech Republic will end. The strategic realignment will also result in a reduction in the number of jobs but how many people will be affected has not yet been communicated.
IBD partners were already informed by MSA about the end of its bicycle and e-bike brands Bionicon and Trenoli. The company confirms that the decision was not an easy one. The economic situation in the market requires a realignment of MSA, which will enable it to concentrate on two to three main brands in its original core business.
Source: Bike Europe
