E-bikes bring value to challenged market

The e-bike market share could reach as high as 80% according to past predictions. Since the start of the sales boom more than a decade ago, it was uncertain what market share the e-bike would eventually take of the total bicycle market in Europe. The 80% outlook now seems exaggerated, as the Europe-wide market share remains stuck at just under 40%. What has put a stop to the growth of the e-bike market?

China appears to be losing its foothold in the United States market, as first-quarter import figures reflect the lasting impact of US President Donald Trump's global tariffs. As markets adjust to last year's volatile rebalancing, a reshaped competitive landscape is emerging, with the old order fading across much of Asia.

Although the March Global Bicycle Purchasing Index (GBPI) data points to sustained improvements in new incoming order levels and the own purchasing levels of bicycles, the assessment of the current industry situation remains poor or average at best. Business sentiment has failed to recover from the drop following Eurobike 2025.

Bicycle and e-bike exports from Cambodia soared by 69% in January this year. The export value reached $64 million (€55 million), up from $38 million (€33 million) in January 2025, according to the country's Ministry of Commerce. Bolstered by improved market access, regional supply integration and a competitive manufacturing base poised for further expansion, Cambodia's bicycle industry has entered 2026 on a solid footing. The growth of e-bike assembly is undoubtedly playing a major role as well.