Q3 offers no respite for struggling industry

The international bicycle industry, once heralded as a long-term growth story thanks to the e-bike boom, now finds itself grappling with uncertainty. Tariffs, shifting trade flows, regulatory ambiguity and fragile consumer demand are reshaping strategies across the value chain. Four leading manufacturers — Bosch eBike Systems, Schwalbe, Bafang and Velo —paint a picture of an industry both challenged and transformed, where resilience increasingly depends on innovation and adaptability.

The fact that a major player like Accell Group has been struggling under a burden of heavy debts gives a clear indication of the difficulties in the market. The manufacturer saw its turnover decline 10% from €1.43 billion in 2022 to €1.3 billion in 2023 as sales declined across major European markets and inventory levels remained high.

September has always been buzzing with tradeshows and events. The combination of Eurobike, World Cycling forum and IAA-Mobility, all within 1.5 weeks clearly shows that cycling is on top of the business and political agenda. Eurobike, which kicks off on Wednesday 1 September, will be the first indication whether visitors are ready again to attend these events.

The transition to online sales gained momentum during the pandemic, also in the bicycle industry. Webshops reported hiking sales in all product categories. The theme is high on the agenda of the World Cycling forum, which takes place on 7-6 September. Read up on the topic to prepare for this rapidly developing trend.