Bosch eBike Systems

Bosch eBike Systems Partners with Magura Direct as North American Service Provider Company to be service link between specialty bicycle retailers and Bosch

  • Magura Direct will be responsible for eBike hotline assistance, spare parts and dealer trainings throughout the U.S.
  • Bosch and Magura have worked together for more than 50 years
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  • April 15, 2014
  • Bosch eBike Systems
  • Press releases
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press release

Stuttgart/Reutlingen, Germany – As Bosch eBike Systems officially launched its “Performance Line” electric bicycle drive system to consumers and media at the Sea Otter Classic in Monterey, California last Friday, the company also announced Magura Direct will be its future partner in providing eBike service support to U.S. independent bicycle retailers.

Magura's main responsibilities will include the management of the dealer eBike service hotline, the supply of spare eBike parts to independent bicycle retailers as well as the handling of warranty cases and regular dealer trainings. The Bosch eBike service program will begin September 1 of this year.

Bosch and Magura have worked together for more than 50 years on various technical support and distribution efforts in several different industries. In Europe, Magura has successfully provided eBike service support since 2011, helping fuel eBike sales in that market.

“We know our pedelec drive systems will have a positive effect in the U.S. We also know for that to take place, retailers need and expect to have eBike service support they can trust”, said Claudia Wasko, business unit leader of Bosch eBike Systems in the U.S. “Our partnership with Magura Direct creates the service infrastructure that will allow us to earn and gain that trust in Bosch both as a brand and in the OE partners using our drive systems.”

Wasko, who recently relocated to the U.S., is in the process of establishing a West Coast Bosch business unit focused on sales, marketing, and overall service for the North American market. That office will work directly with Olney, Illinois-based Magura Direct to manage the Bosch dealer eBike service hotline, to stock and ship spare parts to specialty bicycle retailers as well as handle warranty claims and provide regular training of IBD staff.

Magura Direct has been providing sales and service support of German manufactured Magura suspension and brake products to the U.S. market since 1975. The company has two support vehicles travelling throughout the U.S. providing on-site technical support as well as conducting hands-on marketing and technical clinics. In 2013, Magura staff conducted close to 600 clinics nationwide.

“Magura Direct has worked for years to clinic and educate dealers around the country and this is exactly what Bosch needs in a partner”, said Jeff Enlow general manager of Magura Direct. “We have been on the road training dealers for the last 14 years, so this fits perfectly into our existing program, and there is synergy between Bosch and Magura in the need to educate dealers to improve the experience of the shops and ultimately the consumer.”

Contacts for journalists Bosch:
Robert Bosch GmbH
Tamara Winograd
Tel.: +49 7121 35-394 64
Fax: +49 711 811 514 042

Ketchum Pleon GmbH
Jens Weller
Tel.: +49 711 210 99-427
Fax: +49 711 210 99-499

Contacts for journalists Magura:
Gustav Magenwirth GmbH & Co. KG
Götz Braun
Tel. +49 7125 153 235

echolot pr GmbH & Co. KG
Bernd Münchinger
Tel. +49 711 9901480

About Bosch eBike Systems
A new generation of bikes is taking town and country by storm and is already a part of everyday life. eBikes are a modern means of transport for modern people: people in a hurry and people who prefer to take it easy, the fit and the comfort lovers, commuters and pleasure cyclists and, of course, young and old. The tailwind of technology-leading eBikes made by what are already more than 50 leading brands in Europe is powered by components that Bosch is developing to perfection. The Bosch portfolio ranges from the highly efficient drive unit (motor and gearbox) and high-quality batteries to a smart on-board and cycle computer that can be used intuitively. Perfect coordination of components holds the key to typical Bosch performance in terms of both comfort and efficiency.
Like other Bosch products, the eBike systems benefit from the Bosch Group’s technology and production know-how. From conception and engineering to manufacturing, marketing and after-sales service, Bosch eBike Systems constantly set new standards for the eBike industry. The Bosch Group’s experience in the areas of electric motors, sensor technology, displays and lithium-ion batteries ensures that Bosch eBike systems use technology that is invented for life and that eBike users have their fun.

For more information please visit

About Bosch
The Bosch Group is a leading global supplier of technology and services. According to preliminary figures, its roughly 281,000 associates generated sales of 46.4 billion euros in 2013 (Note: due to a change in the legal rules governing consolidation, the 2013 figures can only be compared to a limited extent with the 2012 figures). Its operations are divided into four business sectors: Automotive Technology, Industrial Technology, Consumer Goods, and Energy and Building Technology. The Bosch Group comprises Robert Bosch GmbH and its more than 360 subsidiaries and regional companies in some 50 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. This worldwide development, manufacturing, and sales network is the foundation for further growth. In 2013, Bosch applied for some 5,000 patents worldwide. The Bosch Group's products and services are designed to fascinate, and to improve the quality of life by providing solutions which are both innovative and beneficial. In this way, the company offers technology worldwide that is "Invented for life."

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as "Workshop for Precision Mechanics and Electrical Engineering." The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant up-front investments in the safeguarding of its future. Ninety-two percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust. The remaining shares are held by the Bosch family and by Robert Bosch GmbH.

Additional information is available online at and,

Bosch in North America
In the U.S., Canada and Mexico, the Bosch Group manufactures and markets automotive original equipment and aftermarket products, industrial drives and control technology, power tools, security and communication systems, packaging technology, thermotechnology, household appliances, healthcare telemedicine and software solutions.
For more information, please visit,,, and

About Magura Direct
Magura was founded in 1893 by Gustav Magenwirth in Urach, and has been active in the bicycle business since 1987. The company is well-known for high quality products such as hydraulic rim and disk brakes, as well as suspension forks. The HS33 hydraulic rim brake is to be counted among the most successful products. On the technical side, Magura has been servicing innumerable bicycle retailers in Europe, Asia and North America for many years.
Additional information is available online at

PI8459 - April 15, 2014

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