The e-bike industry is buzzing with innovation, and as Eurobike 2025 showcased, the drive system market is no exception. While familiar names continue to dominate, a powerful new player is making significant waves: Ananda. This Chinese system supplier, with a decade of motor production under its belt for millions of light electric vehicles across Asia, is now setting its sights squarely on the European e-bike landscape.
Ananda’s strategy isn’t about muscling in with aggressive pricing alone. Instead, the company aims to carve out its niche through a compelling blend of system openness, technical flexibility, and a rapidly expanding after-sales network. This approach, explained by marketing lead Thomas Lecoq, represents a deliberate pivot from their established role as a white-label OEM supplier to a more prominent, identifiable brand in Europe.
From Asian Powerhouse to European Contender
Ananda’s story began in 2011, though its motor production roots stretch back over 15 years, primarily serving the high-volume e-scooter and light electric vehicle sectors in Asia. “Our motors power millions of units every year — around five million motors annually, mainly for the domestic Chinese and the Southeast Asian market,” Thomas Lecoq explains. “That experience has shaped how we think about quality, production control, and scalability.”
While Ananda has been a quiet force in the e-bike sector from its inception, their presence was often behind the scenes, powering bikes as an OEM supplier. This is changing. Lecoq notes that the company’s goal is to communicate more openly about who they are and what they offer. This move comes at an opportune moment, as the demand for e-bikes continues its rapid ascent, and brands increasingly seek alternatives to the more rigid, established system providers.
The Power of Openness and Customization
What truly sets Ananda apart in a seemingly saturated market is its commitment to an open and modular system. Unlike many competitors who operate closed ecosystems where motor, display, controller, battery, and firmware are bundled, Ananda offers unparalleled flexibility. Lecoq emphasizes that they allow brands to make their own choices. “If you already have a battery partner, or want to integrate your own display, or use a specific IoT solution — we make it work.” This adaptability is a significant draw for OEMs looking to differentiate their products.
The flexibility extends beyond component choice to co-development. Lecoq highlights how brands approach Ananda with specific requirements – whether it’s for particular torque needs, frame limitations, or unique shifting preferences. “We respond by building motors or software profiles that match that need,” he says. This level of customization empowers brands to create a truly unique ride feel, a crucial factor in an increasingly competitive market.
Ananda’s product portfolio is extensive, featuring nine mid-drive motors and a similar number of hub motors. These cater to a wide range of use cases, from urban commuting to demanding e-MTB trails, with power outputs optimized for both European and North American markets. “We don’t think in ‘models’ alone. We think in use cases,” Lecoq clarifies, reinforcing their adaptable approach to development and tuning.
Building Trust Through Robust Support
For any new player entering an established market, service and support are paramount. Ananda has made significant investments in this area, establishing service centers in the Netherlands, Italy, France, Poland, and Germany, with further expansion planned into Germany and Scandinavia. A logistics hub in Hungary ensures local inventory and rapid spare parts availability, alleviating concerns about lengthy waits for components from China.
Ease of diagnosis is another key focus. Lecoq explains that dealers can utilize a simple USB-based interface and downloadable software for error checks, often allowing for on-the-spot fixes. A direct hotline in the Netherlands provides further support. Flexibility, he notes, is key, describing how Ananda either handles service directly or supports the brand’s internal service teams.
A Glimpse into the Future: Sustainability and Innovation
Ananda is also embracing the industry’s growing focus on sustainability. Their Hungarian hub features a pioneering motor refurbishment program. This initiative allows dealers and customers to opt for a refurbished unit instead of a new one, offering a cost-effective and environmentally conscious alternative. This commitment to extending product lifecycles, particularly for mid-drive units, positions Ananda as a forward-thinking player in aftersales and sustainability.
Innovation is clearly at the forefront of Ananda’s vision, as exemplified by their new R900 system. This integrated hub motor, belt drive, and electronically controlled transmission system, still in its pre-series and testing phase, attracted considerable attention at Eurobike 2025. “More and more riders want simple, low-maintenance bikes,” Lecoq explains. The R900 promises a “get on and go” experience, ideal for urban mobility and new riders, by eliminating derailleurs, manual shifting, and chain maintenance.
The Path to Mainstream Acceptance
While Ananda’s price point is competitive, Lecoq stresses that affordability never compromises quality. He sees the company in a similar vein to Xiaomi in the smartphone market: “well-designed, affordable, and increasingly trusted.”
Winning over established mindsets, particularly in regions where brands like Bosch hold significant sway, requires a concerted effort. Lecoq believes that it’s not an overnight change but about building trust through service, reliability, and experience. He notes that as dealers experience Ananda’s systems firsthand and consumers prioritize price-performance and features, perceptions will shift. Strategic partnerships with major OEMs will also play a crucial role in expanding Ananda’s reach and solidifying its reputation.