Avinox pushes back against critics: “Higher power does not threaten the industry”

When Avinox launched its second generation of e-bike motors, aptly named the M2 and M2S, it caused quite a stir. First, the launch followed comparatively quickly after its first motor, the M1, caused a similar stir. By mainly because, like the M1, the stats on the new motors dwarf anything offered by the competition. So, whether you’re thrilled to see such innovation or nervous about any implications bikes armed with these motors might have for, among other things, trail access, Avinox was the pre-Sea Otter launch of note.

Now, Avinox is pushing back against its critics. In a statement titled “Avinox Pursues Power with Purpose,” the Chinese motor brand (owned by global drone powerhouse, DJI) argues that the focus on stats misses the point. The statement also takes a whole section to point out how its motors are legal under Class 1 e-bike regulations.

Power does not equal speed

Avinox starts its defence with a set of familiar arguments. First, power is not the same as speed. Speed is up to the user. Second, motor technology is intended to enable riders to explore trails and terrain that might “otherwise be out of reach.” The old accessibility argument.

Avinox starts the first argument by saying power and speed are not the same thing.

“Speed is what ultimately determines safety risk. Power is the force that helps riders accelerate, especially at low speeds and in demanding situations such as steep climbs, technical ascents, and navigation around obstacles.”

Asserting that its systems “comply fully with all applicable speed regulations,” the brand argues “our high power output is not designed to make riders go faster than allowed.” Which sort of true. Some e-bike regulations are limited to maximum assist speeds. Others specify maximum continuous power output or torque. Avinox does not address those concerns in its comments.

Instead, it focuses on user responsibility. Delivering up to 1,500 watts of power allows you to ride faster, but it’s up to users to decide how fast they want to go. Offering that much power is “designed to make difficult terrain more manageable.” Whether that’s steep hills or technical challenges. Avinox actually argues “more power can make mountain biking both easier and safer.”

More power is safer?

That’s right, Avinox argues its systems make eMTB safer by offering more power but also more control. And the brand does kind of have a point with the latter argument. Whatever you think about the raw numbers, Avinox’s system does deliver that power in a far more refined way than any other full- or mid-power motor system I’ve tried (which is, at this point, most of them).

So Avinox motors do, in a way, make riding safer by making it easier. No unexpected surges in power or speed means the big eMTB’s speccing any of the three M-series motors are easier to ride than most competitors.

But they also deliver gobs of power. And that can very quickly turn into speed. Avinox is putting a lot of onus on users to self-regulate how they use the power. That effects not just personal safety of riders, but also potential conflict with other users. As, once a rider is adept at managing that much power, it’s really easy to go really fast. 32km/h, the current assist limit, is really fast in the context of a mountain bike trail. Especially if you’re on a climb trail.

The accessibility argument

Avinox also employs the well-worn argument that eMTB are a tool for opening access to the sport. This is the section of the statement titled, loftily, “Democratising mountain biking.” The basic argument is one that’s been repeated by brands since the early days of eTMB. “Mountain biking should be accessible to more people, regardless of fitness level, body type, age, or physical limitations. High-powered systems help make that vision a reality.”

The argument that eMTB allows more people to ride further is pretty accurate. But, as we asked recently, how much power do riders need to participate in the sport? It’s hard to imagine a scenario where any rider needs 1,500W (the new generations maximum output) to make it up a climb. Any climb. That is WorldTour sprinter maximum output levels of power. To counter that, Avinox reminds us that you don’t need to use the highest power output modes, if you don’t want to.

“Higher power does not threaten the industry.”

While Bosch and other brands quickly moved to match Avinox, or come as close to its figures as possible, it is the Chinese brand that has taken the brunt of the criticism for the current power-craze in eMTB development. Whether or not that is fair, Avinox seems tired of it. In a section titled, bluntly, “Higher power does not threaten the industry,” Avinox mounts a defence.

“Some argue that offering more powerful motors could invite regulatory scrutiny or harm the industry. We believe that view oversimplifies a much more nuanced issue. Avinox supports responsible regulation and strict compliance with all applicable laws. At the same time, we believe innovation should not be constrained by arbitrary power limits that lack a clearly explained basis.”

Again, it’s worth noting that power numbers are not the only avenue open to innovation. Orbea is working with Fox and TQ to develop a whole system approach to eMTB, not just drive system. TQ itself created a new light eMTB sector when it introduced its HPR 50 motor. I’ve thought for a while now that, if it wanted to, Avinox could probably tank all other brands by applying its considerable and obvious technological advantage to making a more reasonable motor in a TQ-sized package instead of making a super-powerful motor in a standard full-power sized motor. Instead, it’s more power. But Avinox is holding the line.