Ebike Market: European Market Trends and Key Player Insights for 2025

The Ebike market has been booming during the COVID-19 era. For example, the eBike sales in Europe increased to 15.6 million units in 2022, compared to 14 million units in 2021. Demand for e-bikes will increase in 2021 and 2022 with an increase in traffic congestion, growing e-commerce business, growing interest in cycling as a fitness and recreational activity, and consumers’ tendency towards an eco-friendly solution for commuting. Taiwan has emerged as a central exporting hub for eBikes and their associated parts, mainly due to the anti-dumping policy of Europe and the US-China trade war. However, in 2023 and 2024, various factors hit market conditions, such as excess inventory, reduced consumer purchasing power, and inflationary pressures.

The slowdown has been primarily attributed to several key factors, such as the war in Ukraine, the general global economic decline, and disturbances in electricity and gas supplies that have interfered with the manufacturing processes and delivery timelines. Rising inflation raises the cost-of-living standards of goods, and it becomes too expensive for consumers to make more discretionary purchases; supply chain disruptions bring manufacturers’ acquisition of essential parts to a standstill, further hindering market growth.

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In 2025, total unit sales of eBikes will likely decline marginally since consumers are low in confidence, and spending on non-essential items is still on the back burner. According to the managing director of one of Europe’s largest producers of eBikes, volumes would decline to around 15% in 2025 compared to 2024. Companies are already cutting their spending and strategies for this downturn.

Germany: According to ZIV, 800,000 e-bikes were sold in the first four months of 2024. This shows a modest year-over-year decline of 1.23% from last year at the same time (810,000). Sales of bicycles from January through April 2024 were 650,000 units compared to 800,000 units during the same period in 2023, or down 19%. High-end gravel bikes and road bicycles are flying off the shelves. The cargo eBike market will expand the quickest in Germany. Such eBikes can install electricity to carry heavy loads. For example, carrying groceries, children, cargo, or even pets. The ZIV foresees challenges for bike and e-bike makers in 2024 because of high inventories but expects recovery from 2025, driven by sustained consumer interest and sales exceeding pre-pandemic levels. Riese & Müller GmbH, Focus, Kalkhoff Werke GmbH, haibike, and gazelle are some of Germany’s top selling ebike companies.

Netherlands: Class III eBikes dominate the Dutch market, while Class II eBikes have no presence. In 2024, 3.1 thousand units of speed pedelecs were sold, marking a 24% decline compared to 2023. However, the second-hand eBike market is expanding, with sales increasing by 45% year-over-year, shifting consumer preferences toward more affordable options. The Dutch RAI Industry Association forecasts steady e-bike market growth by 2025, supported by strong consumer demand and government sustainability initiatives. myStromer AG, Riese & Müller GmbH, Koninklijke Gazelle,  Klever Mobility BNL B.V., KETTLER Alu-Rad GmbH, and Ride Opium are some of the top players in the Netherlands.

Belgium: Speed pedelec sales in Belgium reached 12,720 units in 2024, a 19% decrease compared to the previous year. Belgian e-bike pioneer Cowboy has raised €5 million in funding as part of its strategy to achieve profitability by 2025. Known for its sleek, tech-driven designs, Cowboy aims to strengthen its market position and expand operations. Key players such as Riese & Müller GmbH, Klever Mobility BNL B.V., and Ellio dominate the market. Riese & Müller GmbH leads with a 42% market share. However, the market is undergoing significant consolidation; of the 43-speed pedelec brands available in Belgium in 2024, approximately 23 are expected to exit due to bankruptcy or strategic repositioning.

In January 2024, The European Union extended its anti-dumping measures on Chinese eBikes for five years to protect European manufacturers from unfair competition. Initially introduced in 2019, these measures aim to counteract the underpricing of Chinese eBikes, which has negatively impacted the EU’s domestic eBike industry. By prolonging the duties, the EU seeks to support local manufacturers, ensure fair competition, and maintain the growth of the European eBike market amidst rising demand for eco-friendly transportation solutions.

ZEG Group, PON. Bike, Accell Group, Riese & Müller GmbH, Brompton, Fischer, Pinnacle, BH Bikes, Powabyke UK Ltd, QWIC, and Kalkhoff Werke GmbH are some of the top players in the European E-Bike market. Germany, France, the Netherlands, Italy, and Belgium are some of the top-selling countries for bikes.

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