ZIV market data: As every spring, the Zweirad-Industrie-Verband e. V. (ZIV) presented the data from the previous financial year as part of its economic press conference on March 13, 2024. And this shows that the two-wheeler industry is doing extremely well - as of 2023 - even if the current situation appears less rosy than in the last few years characterized by Corona.
What has happened in the bicycle trade in 2023? The bad news first: Compared to 2022, the industry had to accept a decline in sales for once, albeit only a small one - from 7,36 billion euros to 7,06 billion. The total number of bicycles and e-bikes sold has fallen more significantly, which was almost exactly 4 million last year. A year earlier there were 600.000 bikes more. These figures alone show how the market is changing: a significant decline in unit numbers is being compensated for by the ever-increasing unit prices for bicycles and e-bikes. Product segments that played practically no role a few years ago are also responsible for this, such as: e-cargo bikes: Almost 190.000 of these were sold in 2023, which corresponds to around 9% of all e-bikes. And of course the bicycle trade doesn't just sell bicycles and e-bikes: the ZIV points out the increasing sales of all kinds of accessories, as well as expensive items such as child trailer, Of which a good 2023 units were still sold in 200.000. However, that is almost 90.000 fewer than in 2022 - the cargo bike sends its regards.
ZIV market data: Slightly less sales and, for the first time, more e-bikes than bicycles
Back to total sales of e-bikes and bicycles: For the very first time, models with motors were able to outperform “bio-bikes”. In 2023, 2,1 million e-bikes were sold, but only 1,9 million bicycles. We have now reached a “tipping point” that e-bike lobbyists predicted around 15 years ago: that at some point the Pedelec would be on the verge of making non-motorized bicycles a marginal phenomenon.
Of course, we're not there yet, which is not least due to the trend towards second or third wheels ZIV has made out. In addition to electric bikes for everyday commutes, the industry association sees increasing interest in bicycles for sport and leisure. An example of this are Gravel Bikes, whose share of all non-motorized bicycles, together with racing bikes and fitness bikes, is now 9% in terms of unit numbers.
Gravel bikes are in vogue, organic MTBs are recovering slightly
Mountain bikes without motors have also increased slightly, namely by 1% to 5%. Numbers that hide seismic shifts in an entire sport: The e-MTB now occupies an absolute top spot among e-bikes, accounting for 39% of all sales. However, S-Pedelecs up to 45 km/h, which only make up 0,5% of all e-bikes sold, are still an absolute marginal phenomenon - no wonder given their unfavorable conditions of use.
ZIV market data: The share of specialist retailers is increasing
“We are very pleased that bicycles and e-bikes continue to be very popular with consumers for daily mobility and leisure time,” said ZIV Managing Director Burkhard Stork. And in fact: despite the negative consumer climate, the industry is currently doing well, which is not least thanks to new sales channels. One in four bicycles, or more precisely one in two e-bikes, is now purchased through leasing. Rental purchases, which are usually scheduled for three years and come with additional services such as a maintenance contract and overall lower costs than conventional purchases, have given e-bike sales a huge boost in recent years. The extent to which hundreds of thousands of leasing returns, some of which are offered via the leasing companies' own platforms, will reduce new sales in specialist retailers will become clear over the next few years.
The fact that the specialty retail share of all new bike sales has increased slightly to 77% is also a good omen for the industry and shows the growing importance of advice and service. It is interesting that bicycles have become slightly cheaper - on average one costs 470 euros (2022: 500 euros) - while e-bikes have continued to rise in price, namely from 2.800 euros in 2022 to now 2.950 euros. The ZIV attributes the latter to the “increasing proportion of naturally significantly higher-priced cargo bikes”.
According to ZIV, there are now a total of 84 million bicycles in Germany - more than there are motor vehicles (59 million) and almost exactly one per inhabitant. However, according to the industry association's assessment, we are still a long way from market saturation; Retailers and manufacturers can therefore look forward to a secure future. One thing is also clear: the sales records of the boom and epidemic year 2020 will probably not be repeated - back then, retailers saw a 60% jump in sales compared to the previous year and sold over 5 million bicycles and e-bikes. However, getting back into calmer waters will certainly not harm the industry.
Detailed information on the ZIV market data can be found at www.ziv-zweirad.de