News Article

Austrian E-MTB Sales Skyrockets

Sales & Trends 3744

VIENNA, Austria – Looking at the latest bicycle statistics for 2015, the outlook of the Austrian bicycle industry is very positive due to skyrocketing e-bike sales. Nevertheless the overall market in units decreased last year by 2.8% compared to 2014 to 390,000 units.

Austrian E-MTB Sales Skyrockets
Custom builder Simplon is the second-largest Austrian bicycle producer next to KTM. Simplon’s total production stands at 11,000 to 12,000 units. – Photo Jo Beckendorff

The total number of e-bikes and e-MTBs sold on the Austrian market jumped by 54.4% last year to 77,220 units.

20% market share

“Nearly one-fifth of all bicycles sold in Austria are e-bikes now,” notes Alexander Raffeiner of the Austrian sporting goods industry association VSSÖ. Strictly speaking it has been 19.8%. For the first time, e-bikes are now the second largest bicycle category being sold.

Average sales price up and up

The largest category is still the mountain bike holding a 34.3% market share. The strong increase in e-bike sales also had a direct impact on the average sales price of bicycles sold in Austria last year. Thanks to the e-bike the average sales price on the total market went up to € 780. The IBDs took the largest share of this growth and saw their average retail price increase by 6.1% to € 1,050. The average price at the sporting goods retailers rose by 4.1% to € 510.

Distribution channels

Note that in Austria many sporting goods retailers somehow combine their winter sports sales in summer with bicycles. Moreover there are also a couple of sporting goods buyer’s groups and outlets in the market with a strong position in bicycle distribution. Most of them are very price-aggressive and offer private label bicycle at rock bottom prices, for example Intersport-Austria and its Genesis brand.

Local manufacturers

The market volume relies on home production and imports. The fact is that there are only two local manufacturers with a substantial production. KTM Fahrrad is still the biggest with an annual output of 165,000 units, followed by custom-builder Simplon Fahrrad with 11,000 to 12,000 bicycles every year. According to KTM 65,000 of their production, or 39.4% was sold on its home market. Simplon says that about 3,300 of its 11,000 to 12,000 unit production (27.5% to 30%) was distributed in Austria. Consequently the total import volume was approximately 314,000 units.

Technical know-how

These VSSÖ bicycle market statistics show most of the higher priced e-bikes are sold by the IBDs much like most other markets. According to the VSSÖ, “Consumers rely on the technical know-how of the IBDs due to the ongoing technical development of bicycles and e-bikes. The IBDs have the expertise to service the e-bikes thanks to the training offered by the e-bike system suppliers. E-bikes did not only arrive in the mid of the Austrian society but reached a much wider and versatile area of usage. The most rapidly expanding category of e-bikes are the e-mountain bikes.”

With an eye on the Alps nation’s strong tourist business and rental bikes especially this segment looks toward a very bright future.

 

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