Why roadside break down cover for cyclists signals seismic change is coming
Imagine the scenario: You’re pedalling to work on your eCargo bike, which you’ve bought to replace a car. You’re not a ‘cyclist’, but you are on a bike, and playing your part in making an environmental footprint motivate change to the routines of your daily life. And then you get a puncture!
Now consider that, even in a bike shop workshop environment, with decades of mechanical experience, and all the tools required to do the job, punctures on eCargo bikes, and eBikes with rear wheel mounted, hub based, motors, are not a popular job. Complexity and weight mean extra time, and extra cost.
So what does the person riding the eCargo bike or eBike do, at the road side, dressed ready for their day ahead?
If you’re in Germany, you call on Europe’s largest automobile association – Allgemeiner Deutscher Automobil Club e.V. (ADAC) – a body which represents the mobility interests of approx. 16.6 million members.
Two important facts to consider here:
- Germany is forecast to sell more eBikes than regular bikes by the end of 2023
- Germany is considered a conservative marketplace – incremental, iterative, change, rather than revolutionary giant steps, would best characterise the typical approach
If that seems to be an oxymoronic statement, then scratch your head some more when you further blend in that a body established in 1903 to assist motorists – the ADAC – has, in the past 12 months, provided roadside assistance for 18’638 bicycle users via its bicycle breakdown assistance service!
As the ADAC rightly points out, members can rely upon around the clock coverage should they run into difficulty whilst making a journey in a car (ICE or EV), or on a bicycle.
Bigger picture thinking
Fair to say change is happening pretty fast. Critically, there are a host of signs that a major shift is taking place.
Over the past 12 months CIN has highlighted that legacy auto industry focused KwikFit has already undertaken a futureproofing of their business, beginning a shift to servicing 4 and 2 wheeled EV. This first took place in The Netherlands, followed by the announcement of a UK based partnership with Fettle.
In keeping with legacy auto focused businesses shifting focus toward the cycling marketplace, Auto Trader, the UK’s largest automotive online marketplace, announced over 1,500 eBikes from 45 manufacturers and retailers, including Brompton and Raleigh, will be listed on a dedicated eBike platform.
How long before one of the auto and motorcycle industry giants has product for sale in the traditional IBD network? It’s already happened; Fazua is Porsche eBike Performance.
Motorcycle giant Pierer Mobility have gone so far as to establish a new business unit – Pierer New Mobility – acquiring Felt in 2021, and introducing eMTB from GasGas and Husqvarna, supported by the same resources which underpin its global motorcycle business. In the UK this has seen the recruitment of experienced cycling industry staff. Still not convinced? How about reporting substantial growth in 2022 and 2023!
Any minute now we’ll be talking about leasing eBikes – 4 wheels or 2, they’re all EV – as fleet vehicles, and, shortly thereafter, seeing leasing available as consumer finance, with global financial giants decades experienced in the auto and motorcycle industries, stepping in to deliver these solutions (watch this space for upcoming CIN content).
Opinions are like….
As long time observers of this trend, Cycling Industry News has introduced a new series feature, “What can the cycling industry learn from automotive and motorcycle industries?” focused on the opportunity these potentially seismic changes will present.
Whilst some will protest, and others wax lyrical about the good ol’ days, the truth is that retail outside of the cycling industry has changed beyond recognition in the past 2 decades. Those opining disruption within the cycling industry have typically focused their ire on the growth of online retail (without considering the cost of doing business this way), and, latterly, the impact of investment and funding, where growth (not to be confused with profitability), typically tied to share price, is the only goal. At all costs. Including, in more than one instance, sustainability, and long term viability, of the business.
The BIG goal
If we are to grow the number of people choosing to ride a bike, as a reliable, preferred, form of transport, then we, as an industry, need to look beyond our sector. What’s coming is a once in a generation opportunity. Whether you’re Riese & Müller, Tern, Kalkhoff, or Specialized, Trek, Cannondale, what’s coming next will totally re-shape our world. We’re either along for the ride, or swimming against the tide.
The choice is ours.
Article inspiration credit: Daniele Carli / Vitamina C
Image credit: ADAC
