It happens time and time again: Customers come into our bike shop and say that Flyer is going out of business. Sometimes as a question, sometimes as a supposed fact. And every time, I have to explain that Flyer still exists and continues to produce e-bikes. It’s worth noting that we aren’t even Flyer dealers ourselves. So the rumor seems to have spread far beyond the brand’s actual customer base. 

Here’s what actually happened: At the end of 2024, Flyer shut down its production facility in Huttwil, Bern, and cut about 150 jobs. Since then, the e-bikes have been assembled at the Kettler plant in St. Ingbert, Germany. Key functions remain in Switzerland, and Flyer continues to be part of the German ZEG Group. 

This is a massive turning point for a Swiss brand steeped in tradition. But it is by no means bankruptcy. 

When the bad news sticks 

The communication surrounding the plant closure was particularly unfortunate. Just a few weeks earlier, Flyer had publicly emphasized its intention to maintain its Swiss production site. Then came the about-face. Such contradictions erode trust.

In March 2026, Flyer reported that it had met its revenue targets for 2025. That’s actually good news. But it seems some customers aren’t buying it anymore.

A rumor can be costly

Anyone who believes a manufacturer is bankrupt starts worrying about replacement parts, warranty coverage, and the resale value of their e-bike. In the worst-case scenario, they’ll switch to a different brand as a result.

That’s exactly what makes such rumors dangerous. Relocating production can make economic sense. But if the public perceives this as the company going out of business, it creates a problem that can’t be solved simply by having a more efficient factory.

Flyer has ceased production in Switzerland, not gone out of business. The fact that I have to explain this time and again—even at a bike shop that doesn’t sell Flyers—shows just how stubbornly a false impression can take hold. And how difficult it is to dispel it.