June 05, 2025
2024 European E-Bike Market Data
2024 E-bike Market Data For European Countries In 2023, European bicycle sales saw a decline in turnover due to a decline in sales. In 2024, price declines were the main reason for the decline in turnover. Data from the Federation of Bicycle Manufacturers and Dealers in some European countries show that discounts are eroding industry profits and turnover. In 2022, European bicycle demand hit a record high, but in 2023, bicycle sales across the European continent fell sharply. Entering 2024, the markets in Germany, the Netherlands, Belgium, Switzerland and the United Kingdom remain challenging. The bicycle markets in various countries are saturated and demand is temporarily sluggish. This is especially true for non-electric mountain bikes and urban e-bikes. Due to strict regulations, high-speed electric assist bicycles are still difficult to sell in Germany, and this category has also lost momentum in Belgium and the Netherlands. However, high-end road and gravel road bikes sell well in 2024 without discounts. High-end road brands Pinarello and Colnago performed surprisingly well in 2023, while drop-bar bikes also offered a glimmer of hope with sales in Germany, Belgium, the Netherlands and Switzerland. Lightly supported sport e-bikes also performed well. This segment is quite young and the market is still expanding rather than saturated. Finally, to ensure that all the bikes purchased during the pandemic can run smoothly, there is a strong demand for service and repairs in physical stores. (Image source: Internet) Germany The German bicycle market fell 2.53% year-on-year to 3.85 million units, according to German ZIV data. Of this, electric bicycles, which account for 53% of the market share, sold a total of 2.05 million units last year, a year-on-year decrease of 2.4%. The traditional bicycle market fell 5.3% to 1.8 million units. Therefore, after a 13% drop last year, the decline may slow down in terms of sales alone. In terms of turnover, the German bicycle market shrank by 10.3% to 6.33 billion euros. But objectively speaking, this is still more than 50% higher than the turnover in 2019. From independent bicycle dealers to brands that rely on D2C sales and large supermarkets, all market players resorted to discounts to clear stock. This was also reflected in the average selling price: electric bicycles fell by 10.2% to 2,650 euros, while traditional bicycles rose by 6.4% to 500 euros. (Image source: Internet) One of the consequences was that domestic bicycle production in Germany fell by 13.8% year-on-year, of which electric bicycle production fell by 14.8% and traditional bicycle production fell by 11.7%. German exports also fell by 10%, of which electric bicycles fell by only 5% and traditional bicycles fell by 15%. Imports fell by almost 30%, with little difference between electric and traditional bicycles. As for the source of German imported bicycles, 53% of traditional bicycles came from other EU countries and 40% from Asia, with Cambod...
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