Undeniably, European e-bike sales took a step back last year. In seven European countries that have already reported their market statistics for 2023, the total volume decreased by 8%, from 4,555,264 units in 2022 to 4,178,713 units last year.
Country-Specific Trends Highlight Market Variability
The decrease in e-bike sales was not uniform across the reported countries, illustrating diverse market dynamics. Italy reported the steepest decline at 19%, while Germany’s market decreased by only 5%, maintaining a significant volume of 2.1 million units. The Netherlands experienced a 7% drop, with total sales reaching 453,000 units in 2023. The only major EU market missing from this overview is Spain, as its 2023 data has yet to be published.
Market Stabilization and Value Adjustments
Despite an increase in average retail prices, especially in Germany and the Netherlands, the total market value declined in several regions. Austria and Italy reported significant drops in market value, at 15% and 18% respectively. The overall market stabilization was anticipated following the pandemic-driven boom, as many consumers had already made the switch to e-bikes to avoid public transport and traffic congestion.
Regular Bicycle Sales See Steeper Decline
The market for regular bicycles faced even more severe declines than the e-bike segment. In Austria, Italy, and Belgium, sales volumes fell by nearly a quarter. Germany, France, and Switzerland also reported substantial decreases, with Germany seeing a 21% drop and both France and Switzerland experiencing a 16% decline. The Netherlands showed a smaller decline of 5%. The total market volume for bicycles in these countries dropped by 19%, from 6.95 million units in 2022 to 5.6 million units in 2023.
Shifting Market Shares and E-Bike Popularity
The contrasting trends in e-bike and regular bicycle sales resulted in shifting market shares. E-bike market share in the Netherlands stabilized at 56%, while Switzerland saw a decline from 45.2% to 43.7%. Notably, Germany and Italy reported a significant growth in e-bike market share, increasing by 5% and 6% respectively. These shifts underscore the increasing preference for e-bikes as a viable transportation alternative.
Key Market Insights from Major European Countries
Germany: Stability Amidst Economic Challenges
Germany’s market demonstrated resilience despite negative consumer confidence, with the combined sales value of bicycles and e-bikes decreasing by only 4%, from €7.36 billion in 2022 to €7.06 billion in 2023. The e-bike segment remained stable at 2.1 million units, accounting for 53% of the market. CEO of ZIV, Burkhard Stork, emphasized the long-term importance of e-bikes for the German market, predicting their continued growth in both value and volume.
Netherlands: Slight Decline in a Mature Market
In the Netherlands, the total bicycle market decreased by 6%, with e-bike sales down 7%. Despite this, e-bikes generated 80% of the industry’s total turnover. The average sales price of e-bikes increased slightly, maintaining consumer interest and market stability.
France: Adoption Grows Despite Sales Drop
France experienced a paradoxical market situation where the adoption of cycling grew, yet new bike sales fell by 14%. The e-bike segment saw a 9% decline but still represented 61% of the market value. Increased inventories and a shift towards rental and reconditioned bikes contributed to the sales slowdown.
Austria and Switzerland: Mixed Outcomes
Austria’s market saw a significant decline in volume and value, yet e-bikes accounted for three-quarters of the market value. In Switzerland, the market volume dropped by 18%, but speed pedelecs provided a glimmer of hope with strong sales gains.
Italy: Sharp Decline but Long-Term Optimism
Italy’s market dropped 23% in volume, with both mechanical bicycles and e-bikes seeing significant declines. Despite this, the long-term outlook remains positive, with the market for e-bikes still 40% higher than in 2019.
Belgium: E-Bikes Lead Market Transformation
Belgium reported an 18% decrease in bicycle sales, yet e-bikes for the first time accounted for more than half of all sales. This shift highlights the growing dominance of e-bikes in the market.
Conclusion: A Resilient Future
While 2023 was a challenging year for the European e-bike market, the sector remains resilient. The pandemic-driven boom has given way to a period of stabilization, but the long-term trends indicate sustained growth and increasing consumer interest in e-mobility. Industry leaders remain optimistic about future developments, anticipating further market stabilization and growth as economic conditions improve and infrastructure investments continue.
