Press release #eBike Systems

Bosch eBike Systems and MAGURA in joint venture for service business

  • Enhanced cooperation in service and replacement parts distribution for bicycles and eBikes
  • Bosch eBike Systems and MAGURA strengthen service range to the European markets
  • Joint venture to be called MAGURA Bosch Parts & Services GmbH & Co. KG
Tamara Winograd

Tamara Winograd >

Reutlingen/Bad Urach – Bosch eBike Systems and MAGURA announced closer cooperation in service and replacement parts distribution today. Bosch eBike Systems is taking a 50% stake in MAGURA Bike Parts, a subsidiary of MAGURA. The new joint venture will operate in future under the name MAGURA Bosch Parts & Services GmbH & Co. KG. The merger is subject to the approval of the relevant antitrust authorities. Both parties have agreed not to disclose financial details.

"Providing specialist bicycle retailers with an excellent service is an important part of the Bosch eBike Systems business model. In recent years we have already had an important partner in MAGURA Bike Parts. The joint venture is the next step in strategically strengthening and expanding our services to the main eBike markets in Europe in the long term," explains Armin Harttig, Head of Sales and Service at Bosch eBike Systems.

Fabian Auch, a partner in MAGURA, adds: "The joint venture is the logical continuation of many years of cooperation with Bosch eBike Systems. In this way we can make even better use of synergies for the bicycle and eBike growth markets, in order to not only meet current and future market demands but to push ahead with innovations and further expand and develop our current service business in the long term."

The business of MAGURA Bosch Parts & Services GmbH & Co. KG will continue to provide dealer assistance as well as the distribution of replacement parts for MAGURA products, components of Bosch eBike Systems and third-party products in the bicycle and motorcycle industry. The headquarters of the joint venture, which currently has some 90 employees, is in Bad Urach.

Bosch eBike Systems is shaping the future of eBike mobility with innovative products and digital services ranging from highly efficient drive systems to the first production-ready ABS for eBikes and Connected Biking solutions. On the daily routes through the city, on leisurely rides through the countryside or for sporting adventures in the mountains: Bosch eBike Systems offers eBikers the right drive system (drive unit, battery, display, and app) for every requirement and every area of use, ensuring a unique riding sensation. Today, more than 100 of the world's leading bicycle brands trust the perfectly coordinated, modular product portfolio. As an independent division within the Bosch Group, Bosch eBike Systems also makes use of the Group's technology and manufacturing expertise. For healthy, safe and sustainable mobility that is fun.

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About MAGURA Bike Parts

Headquartered in Bad Urach, MAGURA Bike Parts GmbH& Co. KG is a 100% subsidiary of MAGURA Gustav Magenwirth GmbH & Co. KG. MAGURA Bike Parts has specialized in the distribution and service of MAGURA premium components since its founding in 1999. This developed into a Europe-wide distribution network with extensive market access to more than 20,000 bicycle dealerships. For the past several years, MAGURA Bike Parts has been a service partner of Bosch eBike Systems, thus becoming an established name in e-mobility. With a broad-based sales, marketing and service team, MAGURA Bike Parts guarantees professional brand identity and product distribution. Increasingly many brands are taking advantages of MAGURA Bike Parts´ specialized expertise in the distribution of high-quality components, especially in the area of e-mobility. MAGURA Bike Parts portfolio of partner brands currently includes Bosch eBike Systems, Miche, Miranda, COBI.Bike, Liqui Moly, Busch & Müller and Supernova.


MAGURA Gustav Magenwirth GmbH & Co. KG is a leading specialist in hydraulics, mechanics and plastics technology, providing not only innovations but also maximum safety and exemplary quality – for more than 125 years. Roughly 600 employees in Europe, Asia and the USA develop, produce and market high-tech components for all kinds of two-wheelers, such as bicycles, mountain bikes, e-bikes and motorcycles, all of which guarantee outstanding durability, maximum safety standards and pure riding joy. In addition to development and production, MAGURA offers a worldwide logistics and repair service for its own products and as a system partner for external customers. As a family business in its fourth generation, MAGURA continues to fulfil its responsibility to promote and advance new mobility trends with know-how.

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The Bosch Group is a leading global supplier of technology and services. It employs roughly 421,000 associates worldwide (as of December 31, 2022). The company generated sales of 88.2 billion euros in 2022. Its operations are divided into four business sectors: Mobility, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT provider, Bosch offers innovative solutions for smart homes, Industry 4.0, and connected mobility. Bosch is pursuing a vision of mobility that is sustainable, safe, and exciting. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to facilitate connected living with products and solutions that either contain artificial intelligence (AI) or have been developed or manufactured with its help. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 470 subsidiary and regional companies in over 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. With its more than 400 locations worldwide, the Bosch Group has been carbon neutral since the first quarter of 2020. The basis for the company’s future growth is its innovative strength. At 136 locations across the globe, Bosch employs some 85,500 associates in research and development, of which nearly 44,000 are software engineers.

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