I completely agree with your reflection.
The rise of full-suspension eMTBs with DJI Avinox motors manufactured by Chinese brands with aluminum frames represents a disruption comparable to the one DJI generated in the drone market, and its impact could fundamentally transform the industrial balance between Asian, European, and American manufacturers.
The optimization between DJI and Chinese OEM manufacturers allows for economies of scale and electronic integration previously unheard of in mid-range mountain bikes.
Checkmate for European and American ebike brands.
The most direct effect will be pressure on margins and prices. European manufacturers, which are already adopting Avinox, will have to justify their premium prices with superior components, design, or after-sales service. The industry could be caught in a cost war if DJI promotes open and low-cost OEM supply contracts.
It's true: "History of the DJI Phantom repeats itself."
If this extends to mass-produced aluminum frames at local Chinese prices, the result will be a modern €3,500 eMTB capable of technical competition.
The most predictable consequence is a democratization of the product: eMTBs will cease to be a niche for enthusiasts and become a mainstream consumer category, suitable for both commuting and leisure. Just like drones or smartphones.
Except that DJI didn’t enter the drone market by being ‘cheap’, albeit the first one I ever purchased was back in 2011, a DJI ‘Flame Wheel’ kit that required me to assemble it and add a flight controller etc.
The Phantom was more expensive than most consumer drones around at the time, but it was better.
Fast forward nearly 15 years and there are some great drones around, that compete with or even beat in some areas the equivalent DJI, and they’re cheaper.
I don’t expect things will be much different with their entry into the bike motor market, and arguably they’re still only scrapping with Bosch, not dominating them, it depends what you want from a bike.
Also, DJI drones became a turn off for me after they started the conveyor belt of new product every year, adding features I didn’t want or need, dropping support for older models quickly and then requiring shed loads of personal data just to launch the things.
But look, none of this is really that important, certainly not worth the hand wringing being demonstrated by some who aren’t happy that everybody doesn’t agree Avinox is the best thing to happen to e-mountain biking since somebody decided to slice a loaf…
If you do though, great, crack on, buy them, enjoy them etc, but people getting all worked up because a YouTuber is doing what YouTubers do (ie get clicks/views/revenue) is just daft. It’s just opinion, not evidence in a court of law or something.
Bring on the competition and innovation I say, but just remember that £5-9k mountain bikes are not the same as £300-700 drones, they’re not purchased as frequently and a much more considered purchase when they are.
It’s a very different kind of market, as proven by the fact that Avinox hasn’t brought about a price revolution, quite the opposite.