Industry launches E-bike positive campaign to regain consumer confidence
The UK cycling sector, including industry trade bodies, leading eBike brands, local bike shops and national charities, have joined forces for what is said to be the biggest-ever national campaign to boost electric bike battery safety knowledge, inform more people of the benefits of e-cycling, and encourage consumers to buy with confidence.
The campaign comes as a number of news reports and headlines have increased awareness of eBike related fires. Many of these stories have conflated reputable and compliant eBikes (and conversion kits) with DIY kits or eBikes from disreputable or less well policed retail channels, including online marketplaces. The dangers of the latter category risk confusing the average consumer of the ‘dangers of eBikes’.
Launching today, the E-Bike Positive campaign will share the positive effects of e-cycling and equip the UK public to buy safe, charge safe and ride safe on eBikes. As well as advising the government on how to better protect UK consumers and businesses, the E-Bike Positive campaign will help people identify high-quality, legal eBike products through free resources including:
● Expert support – 100+ expert local bike shops have already pledged to advertise, sell and repair only UK legal and safety-checked e-cycles.
● Educational resources – battery safety guides, resources and independent advice for shoppers, cyclists, eBike sellers and media.
● Extra assurance: the eBike industry is developing a new scheme to highlight reputable, high-quality brands who thoroughly safety-test their e-cycles and batteries.
New research by the Electric Bike Alliance reveals that concerns over battery fires deter a significant portion of the population from choosing to travel by e-cycle, seeing them miss out on an accessible form of active travel with game-changing health, environmental, and financial benefits.
About 23% of UK adults are hesitant to buy an e-cycle after reading about recent battery fire incidents, and 25% worry about batteries charging nearby. These fires are primarily caused by defective and low-quality – therefore high-risk – products like aftermarket lithium-ion batteries, chargers, and conversion kits from non-reputable sources, international online retailers and resellers.
However, there is a real opportunity to support both British retailers and potential buyers, with almost two-thirds (64%) of UK adults claiming that eBike education would lower their concerns about purchasing and using an electric bike.
Sarah McMonagle, Director of External Affairs, Cycling UK, said: “Like traditional pedal cycles, e-cycles boost physical and mental health, improve air quality, and reduce carbon emissions. They’re a great option for people who cycle in a hilly area, experience mobility challenges, carry children or shopping, or simply don’t want to get sweaty on their commute.
“When purchased from reputable manufacturers e-cycles are very safe. That’s why we’re supporting this education campaign alongside Cycling UK’s ongoing calls for the UK government to make e-cycles more accessible.”
Meanwhile, a new survey of UK bike shop staff has found that this issue is significantly affecting cycling businesses on local highstreets throughout the country: 95% of staff have heard concerns from prospective customers about battery fires, with 25% stating that they believe this has harmed their business.
Jonathan Harrison, Director, Association of Cycle Traders (ACT), said: “EBikes are an excellent solution for modern transportation for almost anyone. They encourage more active lifestyles, and make cycling with friends and family of mixed abilities possible. Electric cycles are growing in popularity, which underscores the importance of helping consumers to distinguish between high-quality, reliable eBike products and those that are substandard or potentially hazardous, such as aftermarket lithium-ion batteries, chargers, and conversion kits from unreliable sources.
“The ACT encourages cycle retailers and mechanics from across the UK to help give consumers greater confidence by signing the E-Bike Positive retailer pledge. In so doing, they can commit to specific guidelines when selling, or servicing e-bike products to ensure compliance with legal and safety standards. These measures help protect both businesses and customers by promoting safe usage.”
