News Article

Danish E-bike Market Stabilizing At 4%

Sales & Trends

COPENHAGEN, Denmark – Cycling is hot in Denmark. Regular news report on cycling events in Copenhagen might look as if all Danes are cycling. Although Denmark is one of the leading cycling countries, fewer Danes use their bicycles. That’s one of the conclusion in Denmark’s national bicycle strategy published last July.

Danish E-bike Market Stabilizing At 4%

In an attempt to turn around this development, the Danish ministry of transport wants to get more people on a bike, by making it more attractive and thus easier to cycle to work, school, and on leisure trips. They want to achieve this by creating better cycle paths, fewer stops, secure bicycle parking spaces, and new cycling facilities.

Last June the Danish Government again allocated funding for cycling. Denmark will invest a total of DKK 180 million (€ 21.8 million) on providing more Cycle Super Highways and better bicycle parking facilities. They have also allocated DKK 175 million (21.2 million) for new initiatives on both the state roads and local roads. They have established a new Bicycle Fund of DKK 50 million (€ 6 million) for new cycling solutions and they set aside DKK 21 million (€ 2.6 million) for measures to prevent right-turn accidents. Statistics from the Danish government also show that these investments are likely to pay off quite well in several places, especially in Copenhagen. Other large cities like Arhus and Odense have also managed to turn the tide, and cycling has again gained more momentum.

Increased average price

Bicycle sales do not reflect the positive mood in Denmark towards cycling. Just like 2012, the market volume decreased last year. According to sales statistics of the industry organization Danske Cykelhandlere the market volume in 2013 went down to 452,427 units. This is a decline of 7.75% or 38,034 bicycles.

According to Thomas Johnson, managing director of the trade association Danske Cykelhandlere, “on the average the turnover of Danish IBDs remained the same as in 2012 as the usual price for a bicycle increased a little bit. The average price for a bicycle in Denmark is now € 635.”

The small increase in price was not the result of rising e-bike sales, as the market share of this product category has been at the same level of 4% since 2011.

“Riding an e-bike is simply not top of mind for Danish cyclists, though the bike would really improve cycling for commuting and recreation. Perhaps the introduction of e-MTBs is going to change this attitude towards the product,” says Johnson. “With an 18% market share the MTB’s appeal is still substantial, especially among younger people. Electrifying this category could mean that this group of cyclists do get to know this product better.”

Finally, Thomas Johnson points out that the Copenhagen area is currently seeing a lot of IBD start-ups. At the moment Denmark has approximately 700 bicycle retailers.

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