E-Bikes: „Es gab zu viel Gier in der Branche“: Wie Rotwild künftig 10.000 Premium-E-Bikes pro Jahr verkaufen will
Die Edel-Manufaktur für E-Bikes wurde spät von der Krise im Fahrradmarkt erwischt. Warum das nicht durchweg schlecht ist, erklärt Rotwild-Gründer Peter Schlitt im Interview.
Munich – The premium e-bike manufacturer Rotwild has not been immune to the crisis within the bicycle industry, according to their founder Peter Schlitt. While other companies expanded their capacities during the pandemic boom, Rotwild cautiously planned to maintain exclusivity. However, the premium brand eventually faced the consequences of overcapacity and price pressure.
In 2024, Rotwild's sales, which peaked at around 34 million euros, dropped to 20 million euros. Although sales slightly improved last year, the brand's main battery supplier declared bankruptcy this year, leaving Rotwild without deliveries. Schlitt expressed that "it has also heavily impacted us." The entrepreneur, however, believes the crisis has provided a purifying effect on the industry, stating that "it's going back to the roots" as financial investors and unaffiliated managers have taken over in the boom. Schlitt told Handelsblatt, "There was too much greed in the industry."
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
