Riese & Müller will stop selling bikes in the USA from July, citing “persistently challenging and increasingly volatile market conditions”, despite relief from proposed tariffs that saw it pause imports last year.
The premium German ebike manufacturer says it will focus on its European core markets following “an extensive strategic and economic assessment” of its presence in the US.
“Given the current circumstances, it is more important than ever for us to focus our efforts on our core markets and strategically bundle our capacities,” said CEO Dr Sandra Wolf in a statement.
Despite its withdrawal, the brand says riders will continue to receive support, including access to spare parts, while all warranty obligations will be honoured.
Orders for new bikes will remain open until 31 July. New product orders will no longer be accepted after that date, with existing stock in the market continuing to be sold while supplies last.
Exit comes despite easing tariff pressure
The move comes less than a year after Riese & Müller suspended imports to the US in August 2025, citing the impact of tariffs on steel and aluminium used in ebikes.
The company told retailers it was unable to ship bikes due to new US import rules, which would apply tariffs of up to 50 per cent on metal content used in bikes, forcing it to pause deliveries while it assessed the situation.
Riese and Müller’s move comes despite successful lobbying from industry body PeopleForBikes, which has seen the US government step down on the proposed tariffs.
In a statement published this week, industry body LEVA-EU said PeopleForBikes had “over 1,300 public comments... submitted against” the tariffs, although it noted “tariff duties continue to apply to component items such as steel chains, bearings and other assorted hardware and hand tools”.
Although the industry is celebrating a win on an issue that would “have had serious financial and practical implications for companies in the industry,” the withdrawal of an influential brand underlines the impact on confidence this period of instability has had on the US market.
