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The words \u201cstrategic realignment\u201d don\u2019t usually bode well for employees and this appears to be the case for Porsche eBike Performance GmbH. More than 500 employees are expected to be affected by Porsche\u2019s \u201cstrategic realignment\u201d which will see the discontinuation of Porsche eBike Performance GmbH, based in Ottobrunn, Cellforce Group GmbH, based in Kirchentellinsfurt, and Cetitec GmbH, based in Pforzheim.<\/p>\n
Dr. Michael Leiters, Chairman of the Executive Board of Porsche: \u201cWe must refocus on our core business. This is the indispensable foundation for a successful strategic realignment. This forces us to make painful cuts \u2014 including our subsidiaries.\u201d<\/p>\n
\u201cFundamentally changed market conditions for eBike drive systems\u201d are cited as the key reason \u2013 bringing a premature end to the business division that formed just four years ago<\/a> when it fully acquired the FAZUA<\/a> business. As recently as last year, Porsche eBike Performance was recruiting for its leadership team, providing no clue that this glum news was upcoming. The eBike drive category is increasingly competitive with new entrants joining, perhaps a contributor to those \u201cchanged market conditions\u201d as well as the strained bicycle market which has gone through\u00a0 protracted difficult trading.<\/p>\n The press statement closed: \u201cPorsche eBike Performance GmbH was established to develop high\u2011performance eBike drive systems and market them worldwide. Due to fundamentally changed market conditions for eBike drive systems, the activities of the joint venture will be discontinued. This measure is in line with Porsche AG\u2019s strategic focus on its core business. The closure of operations at the Ottobrunn and Zagreb sites affects around 360 employees.\u201d<\/p>\n<\/div>\n