Drone maker DJI storms into red-hot e-bike market

DJI, a global leader in civilian drones and innovative camera technology, unveiled on Wednesday the Avinox Drive System, a groundbreaking e-bike drive system poised to redefine the electric mountain bike (eMTB) experience.

An electric bike, or e-bike, is a bicycle equipped with an electric bike motor to provide assisted pedaling. The motor will get its power from a rechargeable battery mounted on the bike. To classify as an e-bike, the motor has to help rather than fully propel the rider.

The Avinox system, which made its debut at Eurobike 2024, is another milestone in DJI's renowned technological advancement, offering riders unparalleled power, endurance and intelligent features.

"DJI's legacy of passion for innovation, as well as our expertise in battery and motor technology accumulated in drones and camera stabilization systems, have led us to the creation of Avinox," said Christina Zhang, senior director of corporate strategy at DJI.

"It is a natural move for DJI to expand into this field as we have been mastering the technologies essential to an electric bike system, in terms of reliable motor development, battery management, mechanical design and engineering," Zhang added.

E-bikes have been a popular choice for cyclists in Europe and the U.S. for many years, particularly those who enjoy cycling for sport or tackling off-road adventures. While traditionally more expensive than regular bicycles, e-bikes offer pedal assistance, making them ideal for longer distances or hilly terrain. Their price range reflects this, varying between $200 and $5,000.

The future of e-bikes looks bright. Market research firm Allied Market Research predicts a global e-bike market reaching a staggering $118.6 billion by 2030, with an annual growth rate exceeding 10 percent. This is a significantly larger and more promising market than consumer drones, which is estimated to have a maximum market size of 20 billion yuan (about $2.75 billion).

In the U.S., according to the American Light Electric Vehicle Association, e-bike sales in 2021 surpassed total sales of electric and hybrid vehicles. This trend is even stronger in Europe, particularly in bike-centric countries like Germany, where e-bikes have outsold traditional bicycles for some time.

While many popular e-bikes sold overseas are manufactured by Chinese companies like Tenways, Aventon and Urtopia, China's true strength lies in its robust manufacturing supply chain. Export data reveals that China exported a staggering 9.66 million e-bikes in 2022 alone.

However, the e-bike market is evolving. After a period of explosive growth fueled by the COVID-19 epidemic, consumers are now prioritizing features like lightweight design, intelligent systems, extended battery range and enhanced safety.

The e-bike drive system market has long been dominated by established electric power system manufacturers like Bosch and Xilang. However, DJI's recent move will undoubtedly lead to increased competition in the red-hot sector.

This shift in consumer preferences has opened up a new opportunity for DJI. According to a DJI representative, their Avinox e-bike system boasts a unique advantage: achieving a groundbreaking balance between performance and weight. This innovative approach positions the Chinese company to compete effectively in the new era of the e-bike market.