Huge Rise in e-Bike Sales Amazes Again

MAARSSEN, the Netherlands – What almost everybody expected due to the economic turmoil and because of the big increases in sales in 2007 and 2008, didn’t happen. Instead of diminishing, the leading market for electric bikes in Europe, the Netherlands, keeps growing this year. And in an amazing pace.

The Dutch dealer association BOVAG is elated with the electric bike sales figures for the first half of the year. And it has every right to be as an amazing 41% more e-Bikes were sold in The Netherlands compared to the same period in 2008!

During the first six months of 2009 a total of 105,000 electric bicycles were sold; 75,000 through bike dealers and 30,000 via retail chains like Halfords, supermarkets and do-it-yourself stores.

The BOVAG gets its data on bike sales in The Netherlands from a market survey held by GfK Marketing Services Benelux. That survey took place at 10,000 consumers. Next to that the results of GfK Bike Retail survey, which is based on cash register data at dealers, were combined with the consumer survey results for an even more reliable outcome.

That outcome also says that the total earnings related to bike sales increased 3.2% during the first six months of the year to € 546 million. In units sales increased by 5.4% to 778.888 bicycles. The only downfall in the results is the fact that bike sales at retail chains like Halfords and supermarkets increased big time; with 37.5% to 231,000 units. However, in value bike sales at these distribution channels dropped 4.1%.

IBD’s are taking full advantage of the popularity of the e-Bike. In the first half of 2009 the IBD’s market share in turnover grew from 85% to 86%. Electric bicycles are also pushing up the average price of bicycles sold through IBDs by 11% to € 855.

The successful sale of e-Bikes is leaving its mark on other segments as 10% less city bikes were sold while Trekking bikes dropped 6.6% and kids bikes with 12%. The IBD market share related to all bikes sold in the Netherlands is under pressure as it declined from 77% in 2008 to 70% this year.

BOVAG bike section manager Maurice Manders is cautious in his comments on the bike sales in the first half or the year. He says: “Yes, we are very content with it as the bike sector is still able to grow in turnover. However, we should not forget that important and large segments like city bikes and Trekking are showing a strong decline in sales.”