Germans Don’t Want to Spend Big Money on E-Bikes
HAMBURG, Germany – In 2013 the Germans spent 660 euro on average on buying a new bicycle and that amount has been increasing by an average of 6.4% annually since 2008. This is concluded by a survey executed by market research institute Dr. Grieger & Cie.
In this representative survey, Dr. Grieger & Cie. surveyed 4,038 German about their cycling behaviour, purchase behaviour, the average amount they intend to spend and their information channels. Some 140 brands of retailers, manufacturers and component suppliers were included.
86.1 % is satisfied
Dr. Grieger & Cie. also concluded that every second German cycles at least once a week and every seven to eight years they buy a new bicycle. Almost 11% of the respondents consider buying an e-bike when they replace their bicycle. Only rarely people regret their purchase as 86.1 % is satisfied or very satisfied with her bike at present.
In recent years the bicycle market in Germany benefited from the e-bike which is popular among 40 to 60 year olds. However it is remarkable to see that over 40% of the respondents wants to spend less than 800 euro on an e-bike as this price category includes only a few models.
The most important elements for people to be satisfied with their bike or e-bike are cycling comfort (91%) and a high level of service (86%). Above all, a bicycle should be easy to handle and ride conveniently. People prefer a capable dealer and look for professional support in case of (technical) problems. Therefore IBDs will continue to fulfil an important position for bicycle and e-bike enthusiasts.
The key issues for people to buy a bicycle are the performance of the brakes, the kind of bicycle as well as the quality of the frame and drivetrain components. The brand is only half as important as the kind of bicycle. Not surprisingly only one in four knows the brand name of his bicycle. Therefore the market research institute concludes that OEMs still have to do a lot brand building.