Magura Bosch Parts and Services joint venture becomes MBPS

In a press release issued this week, the Bosch eBike Systems and Magura joint venture introduced a new corporate design and new online presence, alongside a clearly defined values framework.

The release explains:

Since January 1, 2020, the joint venture Magura Bosch Parts and Services has been managing its bicycle aftermarket business in Bad Urach, servicing and providing spare parts for the premium components of the two manufacturers Bosch eBike Systems and Magura.

The two companies have a long history of cooperation and partnership, going back to the market entry of Bosch eBike Systems with its first drive system for eBikes in 2011. That was the year when Magura Bike Parts, then an aftermarket organisation, took over servicing and spare parts processing for Bosch eBike components.

With the foundation of the joint venture, the two parent companies intensified their cooperation and business expansion at four sites in Europe. Close association with the two-wheel specialist trade has long been the primary objective for MBPS, and it remains one of the success factors cited for the company’s past and future growth. For some years, the sales portfolio has been supplemented by other high-quality and well-known brands such as Supernova, Miranda, Miche, Abus, Bosch Powertools and Liqui Moly. MBPS has also been servicing the motorcycle specialist trade for Magura Powersports components since 2018.

After two years of successful joint venture history, 2022 will now see the next important step. The joint venture will now position itself on the market as an independent company. One visible sign of this independent positioning is the newly developed corporate design with its new company logo. The two stylised semicircles of the logo reflect the connection between the two parent companies – but the distinctive design also projects a clear message of independence.

From now on, the new corporate design will be the style-defining element in communication with customers, partners and new employees.

“With the new ‘MBPS’ corporate brand, we’re documenting the development that the company has undergone in recent years,” says Martina Class, CEO of the MBPS management board. She adds, “about 10 years ago, we were 20 employees, dealing exclusively with service and spare parts management for MAGURA. Today, around 170 employees in Bad Urach and the other European sites are working every day to consistently ensure the service promise of MAGURA and Bosch eBike Systems. The fact that the company has developed in this way is a credit to all our employees and an expression of the appreciation of our customers.”

The background for the development of the clearly distinguishable corporate design concerning the two parent companies was primarily the establishment of the independent MBPS corporate brand. “Magura and Bosch will continue to communicate in their corporate colours,” says Jochen Hoppe, Managing Director of MBPS. “In the future, the new design will make it clear exactly who has sent each message. For example, when MBPS is looking for new employees, it will be easier to highlight the fact that MBPS is an attractive employer and independent company in the two-wheel industry.”

In parallel with creating the new corporate design and logo the company will also be presenting its own corporate website for the first time. In the future, interested parties will find current and interesting information about MBPS and its services at mbps.eu.

The Magura B2B shop will remain available at the familiar address, but it will be primarily advertised and made accessible as an MBPS shop at b2b.mbps.eu.

“Well-known quality with a new face – that’s a good way to describe the change,” says Timo Kieninger, Marketing & Sales Director at MBPS. “Everything will basically remain the same for our customers and partners. The familiar contact persons, especially for Magura and Bosch products, will also remain the same – only the new company domain will result in a change to the usual e-mail address suffixes – they’ll now become ‘mbps.eu’,” Kieninger adds.

The company has also developed its own set of defined values together with its new external positioning.

Kieninger explains: “Independent on the market, but at the same time closely connected with the parent companies Magura and Bosch eBike Systems. And the values of the two companies will continue to be the foundation for our success. However, during the last two years, we’ve learned that a spirit of our own has also developed in our joint venture. We’ve now defined this in three values that can be clearly communicated to all employees: ‘Partner of Choice’, ‘Smart Flexibility’ and ‘Leading the Way’. In short, this means that we as MBPS will continue to establish and build reliable relationships with our partners, with the ultimate aim of strengthening these at all times through smart processes and sustainable solutions. We’re also embracing the accelerated transformation in two-wheel mobility – and we see it as an opportunity to shape the future together with our partners.”

The background to this Joint venture is a July 2019 transaction which saw Bosch eBike Systems take a 50% stake in Magura Bike Parts with the aim of enhance cooperation in service and replacement parts distribution for bikes and e-bikes, while strengthening service range to the European markets