The Avinox Effect – How a Manufacturer Disrupted an Entire Market

The Avinox Effect – How a Manufacturer Disrupted an Entire Market​

Anyone interested in eMTBs has likely heard about the Avinox motor. When DJI released the Avinox M1 in 2024, it immediately disrupted established players such as Bosch, Specialized, Shimano, and Giant. The surge in power triggered a “power race,” with Bosch increasing the torque of its latest Performance Line CX (“Gen5”) from 85Nm to 105Nm, while Specialized enhanced the output of its non-S-Works models. Shimano has maintained its EP801 at 85Nm, and Giant, despite moving to a 48V system, has kept similar power figures.
By April 2026, DJI escalated the competition with the release of the Avinox M2 and M2S, generating unprecedented attention across YouTube, social media, blogs, and forums. Several brands are now transitioning from traditional motor suppliers to Avinox systems for the 2026/2027 model years.
However, not everyone embraces a revolutionary concept simply because it is more powerful. This disruption raises two important discussion points within the eMTB community:

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1. eMTB Classes and the Emergence of a New Segment​

Currently, eMTBs can be broadly divided into two categories:

Full Power eMTBs​

• Power: 600W – 1500W
• Torque: 85Nm – 150Nm
• Weight: 20kg – 25kg+
• Characteristics: Very high assistance, typically enduro-oriented with robust tires, suspension, and components.
• Rider Profile: Often used for shuttling uphill and descending aggressively, with frequent reliance on Boost/Turbo modes.

SL (Super Light) eMTBs​

• Power: 300W – 600W
• Torque: 40Nm – 60Nm
• Weight: 17kg – ~22kg
• Characteristics: Lower assistance and a more natural, “bike-like” riding experience.
• Rider Profile: Cyclists seeking agility, increased rider input, and a traditional trail feel.

As full-power bikes continue to push for ever greater performance, a third category is likely to emerge:

The “Mid-Power” or New Class​

• Power: Around 600W
• Torque: 80Nm – 90Nm
• Battery: 600Wh or more
• Assistance: Approximately 350% – 400%
• Weight: Around 22kg
• Concept: A balance between SL agility and full-power capability—essentially the evolution of early full-power eMTBs, emphasizing rider input and versatility.

Future eMTB Segmentation

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2. Market Cycle and eMTB Depreciation​

Like all machines, eMTBs follow a lifecycle: new → used → old → obsolete. However, rapid technological advancements—particularly in motor systems—are accelerating this cycle.

Key Challenges​

• Technological Obsolescence: New motors quickly make previous models appear outdated.
• Aggressive Discounts: New bikes are often discounted by 20–30%, reducing used-bike values.
• Battery Degradation: Concerns about battery lifespan further impact resale prices.
• Consumer Perception: Marketing narratives emphasize “revolutionary” improvements, shortening perceived product relevance.

As a result, owners of €7,000–€8,000 eMTBs may see their bikes lose around 50% of their value within two years, a depreciation rate comparable to electric vehicles and significantly higher than that of motorcycles.
This raises an important question: Are riders willing to spend more than €2,000 per year for occasional recreational use?
For many enthusiasts balancing other motorized hobbies, such as motorcycles, the financial logic may favor keeping an existing eMTB longer rather than upgrading frequently. While some consumers will continue to pursue the latest technology, others may resist this accelerated replacement cycle.

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Conclusion​

The Avinox Effect represents more than a technological breakthrough—it signals a transformation in both market dynamics and consumer behavior. By intensifying the power race and shortening product cycles, DJI has reshaped expectations across the eMTB industry.
While innovation drives progress, long-term market sustainability will depend on whether riders accept a business model characterized by frequent “revolutionary” updates and rapid depreciation. At the same time, the likely emergence of a mid-power eMTB category could provide a balanced alternative, appealing to riders seeking performance without the extremes of either SL or full-power machines.
Ultimately, although the allure of the new and shiny remains strong, many riders may prioritize long-term value and riding enjoyment over constant upgrades.

graphics: Der große E-Bike Motoren Vergleich | E-Bike Lab