OEMs are facing the challenge of how to stand out in a saturated market. Many pedelecs come equipped with a standard off-the-shelf (OTS) solution that lacks advanced features that would make their product stand out. In general, the basic off-the-shelf solution offers a low range, long charge time and limited smart technology features. The OEM surrenders design control owing to the battery’s specific shape, leading to a crowded market of bikes with similar frame architecture, similar performance, and little innovation. Price is the only differential in these market conditions, resulting in OEMs bringing their prices down to gain an edge over their competition.
