The bicycle industry continues to be noticeably struggling economically. This was evident, among other things, in the large number of bankruptcies, business closures and sales that occurred throughout 2025. Shortly before the year said goodbye, two renowned companies announced the end of a joint project and set a kind of a negative finale. Pon Holdings and Porsche AG ended their joint venture, P2 eBike GmbH, on 31st December 2025. Here are the answers to the five most important questions about the closure of the business.
1. What was behind P2 eBike?
2. Why has the company now ceased operations?
3. What was the latest status of the project?
4. Does this development affect the activities of Porsche E-Bike Performance GmbH?
5. What about Porsche’s other commitments in the ebike segment?
1. What was behind P2 eBike?
Under the name P2 eBike GmbH, Pon, in the form of Ponooc Investment B.V., and Porsche had entered into a joint venture on 1st August 2022 with the aim of jointly developing, manufacturing and distributing Porsche-branded ebikes. Porsche no longer wanted to simply attach its label to ebikes that were largely produced by third-party manufacturers such as Rotwild. No, the real Porsche ebike was needed. Featruing a Porsche frame, Porsche battery and Porsche motor. The latter was to be developed as part of a complete ebike drive at Porsche E-Bike Performance GmbH. This plan is still in place.
2. Why has the company now ceased operations?
We can only speculate about the reasons that led to the end of P2 eBike. The statement sent by the company to various industry media outlets is as brief as it is vague. “Porsche and Pon regularly review their joint activities in light of strategic priorities. Against this backdrop, it was decided not to continue the development of Porsche-branded e-bikes within the framework of the joint venture P2 E-Bike GmbH. This adjustment allows the focus to be placed on projects that best support the long-term goals of the partnership. We generally do not comment on further details of individual development projects.”
The statement released by Gudrun Scharler, Managing Director at P2 eBike, suggests that Pon and Porsche will continue their cooperation in principle. Several media outlets report that none of the parties involved provided further explanations and that no answers to questions were forthcoming.
3. What was the latest status of the project?
According to German Velobiz magazine, around twelve employees were directly involved in the development of ebikes at P2 eBike. This is said to have included developers from Pon subsidiary Focus Bikes. The first managing director of P2 eBike, Moritz Failenschmid, also came from there. He has since returned to Focus Bikes to take up this position full-time again.
Gudrun Scharler took over as the last managing director at P2 eBike in April 2025. In addition, German BikeX magazine reports that just a few months before the apparently unexpected closure, marketing employees had moved from Canyon to P2 eBike.
However, much less is known about the potential ebikes. According to BikeX, eye-catching mountain bikes that could be potential prototypes of a Porsche ebike were spotted on the trails around Stuttgart, the former headquarters of P2 eBike. As you can see, there are a lot of ‘woulds’, “coulds” and ‘might have beens’. The information would at least be consistent with the widespread assumption that Porsche had primarily been thinking of high-quality e-mountain bikes and e-trekking bikes for its own ebikes.
4. Does this development affect the activities of Porsche E-Bike Performance GmbH?
As already mentioned, P2 ebike was only one of two joint ventures between Ponooc Investment B.V., alias Pon, and Porsche. At the second, Porsche E-Bike Performance GmbH, everything revolves around ebike systems. The focus here is on Fazua brand and its drive systems, which has also been part of Porsche since August 2022. In addition, the company plans to develop its own completely new system – the Porsche ebike drive.
This project remains unaffected by the turmoil surrounding the turn of the year. ‘The activities of the completely independent company Porsche E-Bike Performance to develop innovative drive systems for ebikes will continue without interruption,’ Gudrun Schaller announced to Velobiz. If everything went according to plan, the drive system would be presented in 2026.
5. What about Porsche’s other commitments in the ebike segment?
The cooperation with Pon was preceded by several other activities by Porsche in the ebike market. For example, the Stuttgart-based sports car manufacturer has close ties with bicycle manufacturer Rotwild. In 2011, the first two jointly designed bicycles were launched – the Porsche Bike RS and the Porsche Bike S. The most recently unveiled ebikes, the Porsche eBike Sport and Porsche eBike Cross, date from 2021. On its website, Rotwild confirmed its partnership with Porsche on the occasion of the 25th anniversary of the first joint project. Everything therefore points to a continuation of this commitment.
Porsche also has a stake in the Cyklaer brand. Specifically, Porsche Digital and bicycle manufacturer Storck are working together on this project. Until 2022, Fazua and component manufacturer Greyp were also among the partners. As is well known, both Greyp and Fazua later merged into Porsche eBike Performance as independent brands. However, Greyp came to an end in December 2023. The cooperation resulted in three versions of a Cyklaer e-gravel bike in 2021 and two versions of the Cyklaer City in 2024. None of the models mentioned have been redesigned since their introduction. Even if a new model is not released every season, this relationship appears to be continuing.
Cyklaer E-Gravel model series
Cyklaer E-City model series
Pictures: Porsche AG; Porsche eBike Performance GmbH; P2 eBike GmbH; Storck Bicycle GmbH