German e-Bike market surge sees market revenue soar

Sales of bikes in Germany have risen by 3.1% year-on-year to reach 4.31 million units, though it is again the e-Bike market driving growth.

Mirroring data from key manufacturers in the market that shows a declining presence of the traditional bicycle in turnover against a rising tide of electrically assisted bikes, the 2019 data published by ZIV records a 7.8% decline in pedal powered sales.

Sales overall rose nicely to represent €4.23 billion in revenue, a welcome increase of 34%; again something that is attributed to the often higher ticket price of electric bikes. As a total turnover including parts and accessories for cycling the industry revenue reached approximately €7 billion.

An average sale price of €982 per bike, including pedal-assist, represents a whopping 30% increase in ticket prices in just one year, which comes as welcome news for an industry that had been struggling with profits in recent times. It is noted by ZIV that higher quality products are selling, which is likely in reference to anti-dumping duties having a drastic impact on Chinese imports into Europe to the benefit of domestic manufacturers that will generally have higher ticket prices.

“Technical innovations, high attractiveness of vehicles, but also the increase of bicycle and e-Bikes for everyday mobility can be mentioned” as market drivers, says ZIV. “This is even before background discussion on political and social discourse on climate change.”

Electric bikes as a standalone segment far surpassed expectations. ZIV has forecast 2019 to be a breakthrough year with over a million sold for the first time, yet by the time the numbers were tallied 1.36 million had been sold, an increase of 39% year-on-year.

It is now said in Germany that the e-Bike market share for is 31.5%.

“A medium-term share of the overall market of 40% and even 50% no longer seems unreasonable,” commented ZIV. “The main argument for buying an e-Bike seems to be the high relevance for today’s mobility requirements in leisure and every day life.”

Exports from Germany increased by 15% to 1.45 million units shipped, with e-Bikes making up 531,000 units, up 21% year-on-year.

By segment, demand stems from e-Trekking at 36%, urban at 31%, E-MTB at 26.5%, e-Cargo at 4% (76,000 units, says and speed pedelecs at 0.5%. E-MTB was a notable performer like-for-like.

On the note of cargo bike sales, electric models weigh in substantially higher than pedal powered at 54,400 units and 21,550 units, respectively. Sales rose 40% year-on-year.

Siegfried Nueberger, Managing Director of the two-wheeler industry industry association for German commented on the figures: “We are pleased about the very positive developments of the bike and e-Bike markets in 2019. This shows that topics such as sustainable mobility, healthy German society and politics have well displayed the message of fun and joy that cycling can bring. In addition, innovations, attractive design and a wide range of models promote new demand for the consumer. We are sure that this positive trend will continue. The negative impact of the Coronavirus on the supply chain has so far remained and cannot yet be assessed.”

Further data can be found here.