Sinking cycling market: dealers hope for discounts and e-bike Renaissance!
Sinking cycling market: dealers hope for discounts and e-bike Renaissance!
The bicycle industry in Europe has to continue to fight with considerable challenges after the boom during the Corona pandemic. The results of a study by the Roland Berger consulting company show that the sales figures will remain significantly behind the record level of 2021 in the next two years. At that time, 22.1 million bicycles were sold across Europe, which resulted in sales of 21.2 billion euros.
The forecasts state that around 15.3 million bikes will be deducted in the current year, which means sales of 17.5 billion euros. In 2026, this could be around 20 billion euros with around 15.9 million bikes sold, but still under the record of 2021. The increase in average prices through the boom in e-bikes contributes to this, but this is also not enough to achieve the numbers from back then.
challenges for the manufacturers
The manufacturers face a dilemma: they have large stocks on finished bicycles and expensive components, while retail is not reordered due to their own warehouse overhangs. The market study, for which 40 industry experts were interviewed, indicates that recovery can be expected at the earliest with the 2026 bike season.
In the shops, many bicycles with high discounts have to be sold to make room for new models. A managing director of a retail chain emphasizes that the current low margins increase the risk of ordering new goods through discount campaigns. Instead, dealers could do without additional income. This shows how tense the Situation in the trade is.
The uncertainty is reinforced by the developments at the “Eurobike” leading fair in Frankfurt, where the orders remained significantly behind the expectations. Some e-bike manufacturers are already planning a decline for sales of up to 15 percent for 2025.
future prospects and price trends
Another aspect that is discussed in the study is that the average prices for e-bikes could decrease in the near future. This could be due to simplified technologies that make it possible to reduce the costs. In Germany, the service bike leasing, which has often promoted more expensive models, has had a significant impact on the market.
Ultimately, it remains to be seen how the market will develop, especially initiated by the multitude of discounts and the order behavior of the dealers. The upcoming years could be crucial for the recovery of the bicycle industry in Europe, which now has to overcome the challenges of the after-corona period.
This topic is still intensively observed, especially with regard to the changing sales habits and the increased focus on environmentally friendly mobility. The complete details on the study are at www.nordbayern.de to read.
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| Ort | Europa, Deutschland |
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