E-Bike Market- Shifting? In a recent article it was noted that in the UK electric bicycles have been marketed and well-received in the 50-plus bracket. There is evidence that in bike dealerships the majority of e-bikes sold are to more mature customers. A critical point to understand is that most bike shops can use electric bikes to tap into a new market of older riders rather than the usual sub-30 users. Online purchasers seem to be younger- between 30 and 5o- maybe because that is the demographic who purchase online?
Mature riders understand that power assist for the hills and difficult stretches of terrain is not a failure of strength but a smart way to bike and enjoy the ride. The hills are still a challenge but not an insurmountable one. The price is no longer an obstacle to the over 30 market, discount electric bicycles are definitely available, especially online.
The 30+ riders want to make sure they can recharge the batteries – for prolonged use. There seems to be confusion on just how accessible these bikes are and whether recharge places are easy to find. I guess it isn’t obvious yet that in fact e-bikes can be charged from the coffee shop, game store, classroom, or home plug socket. When you stop at your favorite wifi location to do your email/texting/etc. just plug in your laptop and your e-bike battery. Whereas some still believe that a specialized infrastructure is missing for electric vehicles, when it comes to e-bikes it is already in place in the form of household electricity supply.
The over 50 market has an obvious interest in a bicycle that can climb hills and travel long roads without the need for pedal pounding, but there is a clear business case for broadening the target market. Electric bikes should be marketed as a form of transportation that can get a person to work or the shops in good time and on its own power, saving the rider from exertion.
The look of the new line of e-bikes fits both the over 30 and over 50 market- no more ugly bad sci-fi film type bikes. But now the bikes have transformed into something quite different. The new bikes look like regular road bikes on first glance because the technology for power delivery has been seamlessly integrated into the design, and they are now relatively light. On first glance you’d only know it was electric through the lack of pedaling.
When considering the future it is worth studying China, where they embraced e-bikes as transport for the masses, rather than specific target groups. In 2009 there were four times as many e-bikes on the road compared to cars, only a decade after the first e-bikes appeared. China’s industrialization and over-reliance on the car is adding momentum to a transport revolution.
China may well provide us with a crystal ball for foreseeing this necessary transformation in other countries, when globally we face the same problems with traffic congestion, challenging family economics and also the same threats from our reliance on gasoline and our need to be greener. I, myself choose the electric bicycle because I prefer the assisted ride and enjoy the added freedom it gives me- I will worry about saving the planet later.













image via BRD Motorcycles