I suspect IGO won’t be the last, and this trend isn’t going to slow down. For example, it seems unlikely that people will continue paying thousands of dollars for hub motor bikes when similar options from lesser-known pop-up e-bike brands are available for less than half the cost. The era of loyalty to a specific manufacturer seems to be fading as e-bikes become everyday commodities.
This mirrors what happened with flat-screen TVs. For many years, they cost thousands of dollars and were dominated by just a few manufacturers—Sony, Samsung, and Pioneer. Then, as other companies began producing glass panels, the market quickly expanded. I remember paying $2,800 for a 50-inch Samsung TV, but today you can get a far superior model from a relatively unknown Chinese brand for $250. I believe e-bikes are headed in the same direction.
There will likely always be boutique brands, but they’ll struggle to stay competitive unless they lower prices to match the market. I think most nicely equipped hub motor bikes are going to settle into the $600 to $900 range for a while and then possibly even drop further as the market expands . It's already happening. Like many places in Europe, America is going to start seeing e-bikes out sell pedal bikes if they aren't already.