Juiced Bikes’ New Owner, Yamaha Buys Brose, Level 3 vs. Vorsa | TWR Ep 25

Juiced Bikes’ New Owners Revealed as Lectric’s Co-Founders

In a surprising announcement made via Juiced Bikes’ YouTube channel, Lectric eBikes co-founders Levi Conlow and Robbie Deziel revealed they’ve acquired Juiced Bikes. The deal, finalized on March 27, 2025, comes after Juiced’s assets were auctioned in late 2024 due to financial struggles.

Originally founded in 2009, Juiced earned a reputation as a trailblazer in the U.S. e-bike market with bold designs and high-performance models known for speed. Despite its early success, financial struggles led to its downfall and landing it on the auction block. The new owners have expressed a commitment to restoring the brand and restructuring the team from the ground up,

There’s still plenty to sort through. The acquisition does not include Juiced’s product inventory or warranty parts, leaving some unresolved issues for many customers who are still waiting on deliveries. Conlow acknowledged these challenges and promised to bring Lectric’s high customer service standards to Juiced, stating it will take 9–12 months to build out the necessary infrastructure.

Conlow and Deziel say they’re excited to innovate Juiced’s product line while keeping the company independent. “I want to surprise and shock people in the same way with Juiced—bringing performance and components you don’t expect at amazing price points,” said Conlow.

Our Take: Juiced has a strong legacy in the e-bike world, so it’s great to see the brand sticking around. Lectric’s founders have proven they know what it takes to make a DTC e-bike business thrive, and hopefully they can apply that same magic to Juiced. There are still a lot of questions—what will happen to Juiced’s lineup, what direction the company will take, and how existing customers will be supported—but there’s time to sort that out. For now, we’ll be watching closely and rooting for the best.

The Trump Administration Instituted New Sweeping Tariffs On More Than 180 Countries, Including Many Countries Where E-Bikes And Their Parts Originate

President Trump announced a plan to implement a 10% baseline tariff on all countries, with higher reciprocal rates applied based on the tariffs those countries impose on American goods. According to Trump, those rates will include “the combined rate of all their tariffs, non-monetary barriers, and other forms of cheating.” He added, “We will charge them approximately half of what they are and have been charging us, so the tariffs will not be a full reciprocal.”

China—one of the biggest players in the e-bike industry—would see an additional 34% tariff on top of existing rates. Trump’s plan also impacts a number of other countries that play a key role in the bike market:

Our Take: We imagine there are plenty of meetings happening right now—both in the e-bike industry and on the global political stage. Given that some of Trump’s past tariff proposals have been quickly walked back, it’s too early to say where this will land.

That said, we remain firmly against tariffs on e-bikes for two key reasons. First, the goal of tariffs is to promote domestic manufacturing, but there currently aren’t large-scale U.S. companies building e-bikes from the ground up. Second, history has shown that tariffs often get passed on to the consumer. If these stick, we could see e-bike prices rise significantly—putting them out of reach for many riders.

Brose Sells Its E-Bike Drives Business To Yamaha

The German company Brose has sold it’s e-bike motor division to Yamaha. Brose has made higher-end products found on many popular brands, such as Specialized.

According to a press release, “The sale is part of Brose’s strategic realignment with a focus on its core business areas. In the future, Yamaha will use Brose’s development resources in the e-bike sector to further optimize the planning and design of new products.”

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

Our Take: The e-bike market is clearly in a consolidation phase, and this seems like a smart business move—especially for Yamaha, if it’s looking to expand further into Europe while Brose narrows its focus.