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Do Halford’s Bosch-powered E-bikes Signal Upmarket Move in UK?

Sales & Trends 3571

REDDITCH, UK – Halfords UK is now stocking its own brand 2018, Bosch-powered Crossfuse models on the shop floor. The GBP 1,600 (1,800 euro) hybrid e-bike with 400Wh battery, Active Line Plus motor shows a willingness to leave behind their reticence to stock models in store with price tags over GBP 1,000 (1,150 euro) for hub motor models.

Do Halford’s Bosch-powered E-bikes Signal Upmarket Move in UK?
US brand Voodoo is now also appearing on Halfords’ shop floor e-bike sections. – Photo Halfords

Further evidence points to an e-bike move upmarket for a retailer that previously had a reputation for budget bikes. The US brand Voodoo is also appearing on Halfords shop floor e-bike sections with two models. Their Zobop (with full-suspension at GBP 2,700 (3,100 euro) and Bizango (a hardtail at GBP 2,000 – 2,300 euro) e-MTBs are both powered by Bosch Performance Line CX motors.

Move to higher price point

Could the move to higher price points be part of the ‘silver cyclist’ effect? The retired cyclists with more time to ride, a need to keep fit and often savings to spend taking to the saddle? Halford’s own recent statement suggests so. It claimed “62 percent of e-bikes in the UK are sold to people over the age of 55.” However, Halfords also stipulated the common concern amongst those considering cycling about the lack of safe cycling infrastructure across much of the UK.

Halfords’ Cycling Division Growth Boosted by E-Bikes

Halfords’ Cycling Division Growth Boosted by E-Bikes

The apparent move upmarket may also have been prompted by 2017 Halfords e-bike sales that rose some 220 percent according to a report by newspaper ‘The Guardian’, leading the retailer to call 2017 ‘the year of the e-bike’.

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