Dutch auto giant buys into cycling retail as mobility trend deepens

RTV Noord has reported that Broekhuis, one of the largest dealer groups in Holland, with 50 branches, has bought further into cycling, with the acquisition of 20 year old “Belga bicycle shop in Harkstede and Belga megastore on Sontplein in Groningen”. The move sees yet another European auto industry giant – Broekhuis – bringing cycling products into it’s transport portfolio under the ‘mobility solutions’ moniker.

Of the purchase, industry expert Philip Lucas comments, “Another week, another Dutch auto industry buy-in to bike mobility. This time, one of Groningen’s large retailers (50 FTE staff strong) “. Further, Lucas observes, “Groningen is a northern Dutch city, and coincidentally a bike industry hotspot (although that quality wouldn’t have born much weight (in) this buyout decision; focused on B2C sales.”

What is clear; the blend of auto and cycling language, and approaches to communicating services has already taken place, with the path to purchase language, including options for ‘Lease a bicycle privately’ or ‘Lease a bicycle for business’ – language auto customers would expect to hear when exploring purchasing options.

Importantly, the cycling specific services elements of the Broekhuis offering then reverts to traditional cycling language, include offering an International Bike Fitting Institute accredited bike fitting option, with Dirk-Jan Lieuwes carrying out in-store fitting in a dedicated space.

Earlier in 2022, Broekhuis had bought a North Holland based cycle retailer, and is reportedly looking to further expand its bicycle dealer network. Also reported; “another renowned bicycle shop in the region has announced it is in talks with a car dealer in Groningen. Because contracts have not yet been signed, the owners do not yet wish to comment.”

For those looking to find out more about this European trend of auto industry investment in cycling, CIN has a number of articles which provide a wider context and specific detail:

• Car brands in the electric bike biz: what comes next?
• Ponooc invested Nimbus open pre-orders for compact electric vehicle
• Belgium auto giant launches ‘Lucien’, a 9 store bike shop chain
• Pinion has new majority shareholder in Bombardier Recreational Products
• French eBike and Auto industry innovators partner to deliver cycling products
• Auto giant Hirschvogel outlines divergence toward green mobility
• Switzerland’s largest auto business launches app based micromobility service
• Porsche eBike Performance GmbH launches into cycling market
• Emobility demand remains ‘sizeable’, says motor parts giant

As was recently commented by cycle industry veteran Laurens van Rooijen, “PON …. has been on this trajectory for some time already.”

Of the new acquisition, Gerhard van de Pol, Brand & PR manager of Broekhuis Group, comments, “The market demands alternative means of transport and we want to be able to offer customers a wide and complete range of mobility.”

“People know Broekhuis as a car dealer, but since the beginning of this year we have also been active in the bicycle industry. We see it as a great expansion and we have the ambition to grow further.”

Image credit: Loek Mulder/RTV Noord