Bike Sales Back on Track in Austria
VIENNA, Austria – Last year bike sales in Austria turned around compared to a disappointing 2013. Due to a rainy summer Austrians bought 6.8% less bikes in 2013. Better conditions in 2014 boosted sales again with 5.1%. Also in Austria e-bikes were outperforming all other categories.
In Austria an annual sales of new bicycles of 400,000 units is considered to be THE benchmark. Down or over this number is the difference between a bad or a good year. Looking at sales in 2014 one could say it was a reasonable year because with a total 401,300 sold bikes it was just over the mark.
Big plus in e-bike sales
The Austrian sporting goods industry association VSSÖ determined that just over 400,000 new bikes (including e-bikes) were sold in Austria in 2014. Since last year the country’s two-wheeler importers and manufacturers’ association Arge-Fahrrad – a subsidiary of Arge Zweirad – is operating under the roof of VSSÖ. This is caused by the fact that a big part of bicycle sales in Austria takes place at sporting goods retailers.
In its 2014 report VSSÖ stated that the 5.1% sales growth is thanked to, “Increases in almost each bicycle category.” However, e-bikes scored the biggest growth. This category that shows continued sales increases since 2012 recorded again a big plus in sales in 2014. Over 50,000 electric bikes were sold in Austria last year; up 16.3% compared to 2013. With that e-bikes now hold 12.5% market share in units while in turnover this stake is estimated at over 35%.
Sales by category
With 148,900 units MTBs are still the number one category in hilly Austria; 2% up on the 2013 total. Trekking bike sales dropped 3% to 61,800 units with which this category is still 2nd biggest. They are followed by offroad bikes (mountainbike-look-a-likes) with 50,900 that had a 1.2% rise in sales.
The total number of sold e-bikes is very close to the total of the offroad category. It is said that e-bikes will not only become bigger than offroad, but will eventually also overtake the Trekking bike total and become the 2nd biggest bike category in Austria.
“When looking at e-bikes we are no more talking about a trend. It’s a stable and steady growing market segment. What we see is further ongoing technical advances. This will keep the interest up and sales rising,” said Thalinger-Lange GM Fred Schierenbeck in his role as head of Arge-Fahrrad.
More is in Bike Europe printed May edition (publication date May, 28).