Porsche and Pon Holdings are pulling the plug on one of their joint projects in the e-bike sector. The two companies have decided to discontinue the development of Porsche-branded e-bikes as part of the P2 eBike GmbH joint venture.
This marks the end of one of the most ambitious e-bike projects in the premium segment in recent years, without a product having been brought to market or presented to the public. The decision marks a strategic reorientation of the collaboration between the two companies, which will remain active in other areas of e-bike technology.
It is important to note that motor manufacturer Porsche E-Bike Performance (formerly Fazua) is not affected by this cancellation. These are two completely independent companies. P2 eBike with a focus on complete e-bikes. Porsche E-Bike Performance GmbH specialises in motors and e-drives. The motor manufacturer from Ottobrunn near Munich continues to focus on the development of new motors, also under the Porsche label.
Porsche in the e-bike segment
Unexpected end
P2 eBike GmbH was founded in early 2022 as a joint venture between Porsche and Pon Holdings. The company had set itself the goal of developing, assembling and internationally distributing high-quality e-bikes and pedelecs under the Porsche brand name. By mid-2025, a team of around twelve employees was working on premium e-mountainbikes and e-trekking bikes for the international market. According to the commercial register, P2 focussed on the complete development and marketing of these models.
The termination of the project came unexpectedly for everyone involved. Just a few months before the decision was made, the team was expanded to include marketing staff, among others, and in April 2025, Gudrun Scharler took over as the new Managing Director. A few months later, the decision was made to discontinue development. Most of the employees have since found a new job within or outside the Pon Group, while some former employees are still looking for a new position.
Strategic reorientation of cooperation
The companies were reluctant to comment on the reasons for the cancellation of the project. In a brief statement, Porsche and Pon Holdings explained: "Porsche and PON regularly evaluate their joint activities with regard to strategic priorities. Against this background, it has been decided not to continue the development of Porsche branded e-bikes within the joint venture P2 eBike GmbH. This adjustment serves to focus on projects that best support the long-term goals of the collaboration."
It had been expected on the market that the first model from P2 would be a high-end e-mountainbike developed entirely in-house. This was to be equipped with a new drive system from Porsche E-Bike Performance - another joint venture between Porsche and Pon, which also includes the Fazua motor brand. Neither Porsche nor Pon Holdings provided any details on the development status of prototypes or possible next steps. The companies merely stated that they do not comment on the details of individual development projects.
Porsche remains active in the e-bike segment
The discontinuation of P2 does not mean the end of Porsche's involvement in the e-bike sector, but marks a new course. The sports car manufacturer had previously been active in this segment with Porsche-branded e-mountainbikes based on Rotwild models. This was later followed by its own designs, which were also produced by Rotwild. Porsche was also involved in collaborations with Storck Bicycle and the Croatian company Greyp, among others, from which the Cyklær brand emerged.
With the acquisition of drive specialist Fazua in 2022 and the resulting company Porsche E-Bike Performance, Porsche further intensified its commitment to e-bike technology. And this commitment remains in place even after the demise of P2 eBike. It followed the complete takeover of e-bike manufacturer Greypwhich had attracted particular attention with its customised software solutions. These activities were later discontinued, reflecting the company's changing strategy in the e-bike segment.
Establishment of own e-bike battery production in Croatia
Porsche eBike Performance GmbH was founded in 2022 as a subsidiary of the sports car manufacturer Porsche AG. Since the announcement, the bike industry has been eagerly awaiting the sports car manufacturer's market entry. The company is planning to set up its own production facility for e-bike batteries in Croatia. Production is scheduled to start at the beginning of 2026 and will coincide with the market launch of the first Porsche e-bike drive system. This announcement marks a significant step in Porsche's strategy to establish itself in the growing e-bike segment. In a recent statement, Porsche eBike Performance explains:
Although the market launch of the Porsche brand e-bikes developed by P2 eBike is not expected, the operations of the completely independent company Porsche E-Bike Performance, which develops innovative drive systems for e-bikes, will continue without interruption.
It remains to be seen which direction the companies will take in the e-bike segment in the future. However, the decision shows that even established companies with considerable resources can face the challenges of the complex and highly competitive e-bike market.
Facts & backgrounds
P2 eBike GmbH
- Foundation: Beginning of 2022
- Structure: Joint venture between Porsche and Pon Holdings
- Employees: approx. 12
- Managing Director (from April 2025): Gudrun Scharler
- Focus: Development, assembly and international sales of e-bikes and pedelecs under the Porsche brand
- Status: Discontinued mid-2025
Porsche
- Commitment in the e-bike sector: partnerships with Rotwild, Storck Bicycle and Greyp
- Takeovers: Drive specialist Fazua (2022), e-bike manufacturer Greyp
- Other joint ventures: Porsche E-Bike Performance (with Pon Holdings)
Pon Holdings
- Structure: Dutch group
- Business areas: Including the bicycle and mobility sector
- Brands in the portfolio: Various bicycle and e-bike brands
Barbara Merz-Weigandt
Editor-in-Chief
