Founded in 2002, Gobao produces controllers and electric systems for e-two-wheelers. With its headquarters based in China’s leading tech zone, Songshan Lake, the company has evolved from originally developing niche anti-theft devices, to now producing controller systems, and more recently, complete drivetrains. In fact, it supplies the industry’s top manufacturers with over 30 million controllers every year.
Tailored solutions for various markets
The launch of its European branch came in 2018 when the company decided it needed to be closer to its customers. “Our main aim with the Germany office was to learn, adapt, and co-create solutions that would work across regions and regulations,” says Jack Brandsen, CSO of Gobao in Europe.
When operating across diverse markets, it’s essential to offer fast turnaround times and flexibility. To ensure this, the company holds regular client meetings where products are developed in collaboration with its customers.
“Our ability to adapt and integrate system preferences for different markets is actually one of our key strengths,” Brandsen clarifies. “No two OEMs want the same thing. One may prioritise hill-climbing power; another may want a silent, smooth city cruiser. We don’t offer a one-size-fits-all system, we build what fits. It’s in our DNA, considering our controller business.”
Investing in research and development
But the company’s commitment to innovation is also evident from the substantial investments it makes in research and development. Allocating over 8% of its annual revenue, Gobao works with over 450 R&D employees to reinforce its market leadership; the result of which has produced over 400 patented technologies. One of its best sellers is the popular P100 motor, praised for its natural ride feel thanks to precise power precision following the rider’s input.
“Many companies push technology out. We pull feedback in,” says Brandsen. “Whether it’s a tweak in torque response, a custom integration, or regional regulatory compliance, we work together with everyone from engineers to system experts and even sales teams to get the desired results.”
And the results do speak for themselves. Gobao’s e-bike system, which launched commercially in 2023, after a successful field validation with an EU brand and a US-based brand, quickly gained traction for its refined control and customisable features.
Precision without compromising quality
Behind Gobao’s customer-first approach lies a powerful industrial backbone. With a 40,000+ square meter production facility equipped with high levels of automation, the company even tracks every production step with QR-codes. This level of traceability is essential when shipping components large scale. “When you’re producing tens of millions of units, quality isn’t a feature, it’s a necessity,” Brandsen clarifies. “You don’t want any recalls at this volume so you have to build reliable parts.”
It’s this philosophy that sets Gobao apart from its competitors. It wants to make electric mobility accessible, intuitive, and enjoyable for every rider, where products focus on ease of use as well as increased system efficiency and personalisation. “Our mission is to make the complex simple for both our customers and end users,” says Brandsen. “If we keep putting customer needs first, everything else follows.”
This article is sponsored by Gobao.
