CI.N Podcast: Bastian Dietz on bike and car industry crossover

This month we have the pleasure of drawing on the unique oversight of Bastian Dietz, whose bike and events industry career has resulted in an in-depth knowledge of a trend that has been creeping in since the electric bike market began its ascendancy – that is the steady crossover between the bike and car industry.

Bastian has a long history in the bike industry and sport, which started in a bike shop, but has since transitioned through roles with global cycling businesses and events management; most notably as the Cycling and New Mobility Manager with the bi-annual IAA Mobility Show. In tandem with Eurobike’s work on new mobility, this Munich event was widely seen as a landmark in the bike industry and car industry acknowledging the collision course as transport evolves.

With a significant advance in auto firms buying into the bike business, Bastian offers that there appears to be plenty of genuine participation in bike goods from car brands and some that just ticks a box for expectant shareholders.

He says: “The classic big automotive brands know that they will lose the inner cities on a long-term perspective and on a global scale. Covid had been a huge catalyst. I think on an automotive perspective there are two kinds of interest in cycling; a really honest one, to open the product portfolio and generate future revenue streams on selling and ownership. And there are those with a tiny bit of makeup. Stakeholders want this engagement in cycling, but I doubt they really focus on it.”

In his former role Bastian had the task of convincing the bike industry that the inevitable colliding of worlds was to be embraced, rather than fiercely resisted. It was not always an easy task, he says, but the bigger picture is important, we’re told.

“This was a common discussion point talking to the bike industry about joining an automotive show, there had been upper management comments that were ‘I will never put money into the biggest automotive association in Europe, that’s the enemy, why do you even ask?’ I get this point, but the other point is they are opening their biggest media platform. They offer you a participation in the media reach, of the customer reach, they made an open arm offer.”

Nowadays Bastian is the Director of Global Business Development with SQ Lab, which gives this podcast a second dimension and one that will help bike shops understand the use and sale of components that are designing to be fitted to the customer. As part of this we’re told about a new category launch set for this month’s Eurobike show; SQ Lab will go into the glove market. An all new fit and sizing concept will be presented on booth 11.1 c21.

Tune in below, or for prior episodes with industry thought leaders head here. If you prefer to listen on Spotify, see our channel here.

With thanks to our host, Sean Lally at Cycle Systems Online.