Most so-called EMTB reviewers say if the bike you are looking at is equipped with a Shimano motor, best to steer clear and move on. Main issue is support and reliability. Most people are saying unless Shimano comes out with something new that is competitive in its class they likely will pull out of the motor wars completely. Shimano is very slow to market with new components and they have always been this way. In some ways this is good but in many ways it is bad. Given the pace of advancement in EMTB motors Shimano is not likely to stay competitive unless the entire culture of the company changes.
SRAM (for example) are the innovators, Shimano the copiers - but they do a good job, no issuing beta versions for their customers* to test for them. I very much doubt that Shimano are stupid, so they will be fully informed of their place in the market and with be fully aware of their customer* feedback. They have options depending upon their attitude to their emtb motor product.
Negative: They will plough on, continuing to pay down the existing capital investment, making minimal further investment, bleeding it dry, until the motor brand dies through lack of sales. But this will harm their brand name "Shimano". I doubt they will do that.
Neutral: They will continue to invest. Hopefully they will make their next motor (EP9?) fully serviceable. Let's face it there are many satisfied customers* for their EP8 range, so they would be silly to turn their back on that. But this is still only a holding strategy as all they are doing is slowing down their customer's* flight to the competition.
Positive: Along with a serviceable motor, will come drastically improved performance and improved consumer* experience, then they will stay in the fight.
If Shimano are serious, then why are they not fighting all the negative articles and comments in the media. Have you seen anything from Shimano proclaiming the benefits of their motors? If they just stay silent, the negative press will continue to build until "everyone" believes that they are 100% crap and to be avoided.
Note*: Customer or Consumer? They are not the same people. A C
ustomer is the one that buys Shimano products and pays their invoices. For motors (and batteries), that will mostly be the bike makers and the service agents. Shimano can do deals with them on other Shimano products to build a bundle of components that is very affordable, even for small brands with their low production runs.
Consumers are the ones that actually use the products and they have different needs. Most will never buy a motor by itself. But Consumers are the end users, the ones that decide whether to buy a bike with a Shimano motor, or not! They drive the process; they inject new money into the supply chain. What they believe to be true about Shimano motors (whether correct or not) will matter, deeply. Consumers are not to be ignored!