The Best of 2017
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T HE BEST OF 2017 THE BEST OF BIKE EUROPE IN 2017 GET YOUR OWN END-OF-THE-YEAR SPECIAL 6 March 2017 BIKE europe MARKET REPORT GERMANY While the e-bike gained a market share of 15%, speed e-bikes sales are still marginal German Market Follows E-bike Trend: Less Volume, High Turnover BERLIN, Germany - After two ex- gained in the second half of the year. Therefore cellent bicycle sales reports for we are convinced that the industry can be sat- 2014 and 2015, the German in- isfied with the final result. We should not for- get that the market was excellent for the indus- dustry organisation ZIV announced try in 2014 and 2015 so we are comparing 2017 less positive market results for sales with very high levels. All together we are 2016. Last year the volume of very confident about the future.” At Eurobike combined sales for bicycles and last year, ZIV still expected a decline in market volume between 6-8%. e-bikes declined by 6.9% com- pared with 2015, to 4.05 million Average retail price up units. Once again the e-bike was In sales, the German bicycle market follows the the positive note. Both sales and same trend as the Netherlands in the past years, with the rise of the e-bike. In Germany exports climbed by double digits. the market tendency now shows a decline in overall volumes, while the turnover increases jan-willem van schaik just like the average price. In 2016 the market volume in Germany decreased by 6.9% while IV managing director, Siegfried Neuberg- the turnover rose by 7% from €2.42 billion in er puts the 2016 market results in perspec- 2015 to €2.6 billion in 2016. According to the tive by stating, “2016 was a difficult year ZIV this is the result of the increase in sales of for the German bicycle industry. The in- e-bikes but also the growth in demand for Zdustry is heavily dependent on the weather higher quality bicycles. Last year 605,000 new Also for the German dealer cooperative ZEG, the e-bike is now really in the lead. Photo: Bike Europe conditions during the bicycle season. Unfor- e-bikes entered the market, an increase of 13% tunately these were unfavourable in the first compared with 2015. As a result the average the German market is the e-bike, which now brands, but also the e-MTBs of Bulls and the half of the year. Most of the business which was retail price surged last year by 15% to €643. Ob- accounts for up to 15% of the volume. The ZIV e-city and e-trekking bikes of Pegasus as well lost between January and July, could not be re- viously the leading trend boosting the value of expects this number to grow in the years as Hercules had prominent positions at the ahead. They anticipate an 18-20% market ZEG show. share in the medium term and even 30% over Less positive news from the bicycle manufac- the long term. The speed e-bike market is turer’s side came from MIFA. slowly picking up as well. The volumes are still In December the company moved to a brand marginal and 99% of all e-bikes sold are part new factory in its home town Sangerhausen. of the 250W and 25km/h category. German However, just before the production could ac- made e-bikes are very much in demand on tually start, it became clear that the company’s other markets as the export volume boosted long time financial difficulties could not be for the second consecutive year. In 2015 the ex- solved with multi-million euro investments port volume was already up by 37%. It explod- only by owner Heinrich von Nathusius and the ed again last year, growing by 66% to 233,000 company filed for insolvency. Apparently not units. everybody could benefit from the e-bike boom When stating “2016 was a difficult year for the on the German market. The final outcome of German bicycle industry” the managing direc- this insolvency is still unclear at the time of tor of the ZIV was mainly referring to the mar- writing. ket for regular bicycles which declined by nearly 10% in volume, or 370,000 units. In 2015 over 3.8 million bicycles were sold and last Market Share E-bike Categories year this volume dropped to just over 3.4 mil- lion. The main part of the decline came in the E-City/Urban 45% categories city/urban, trekking, youth bikes E-trekking 35.5% and MTBs. The other categories, Holland E-MTB 15% bikes, touring bicycles and others, remained E-Cargo bikes 2.5% stable. Speed e-bikes 1% Others 1% New bicycle factory and shifting Source ZIV strategies The market transformation to more e-bikes in- stead of regular bicycles only was also echoed Market Volume Bicycles & E-Bikes in the changing strategy of some big players in 2015 2016 +/- Germany. Last October Derby Cycle’s CEO Total market 4.35 m 4.05 m - 6.9% Thomas Reith was appointed head of all Pon Bicycles 3.82 m 3.44 m - 9.7% Bike Group’s e-bike activities. According to a E-Bikes 535,000 605,000 + 13% company statement “In the fast growing e- MTB sector Focus is to be the leading brand of the Pon Bike Group.” German Bicycle & E-Bike Market Also for the German dealer cooperative ZEG, the e-bike is now really in the lead. They al- 2014 2015 2016 ready claimed a market share of 50% of all e- Sales in volume 4.10 mio 4.35 mio 4.05 mio bikes sold in Germany. This claim was reflect- Average price 528 euro 559 euro 628 euro ed in the 2017 model range presented last July Production total 2.14 mio 2.19 mio 1.97 mio where e-bikes were top of mind for the first E-bike production 254,000 305,000 351,500 time for all ZEG brands. Obviously Zemo and Import 2.55 mio 2.91 mio 2.59 mio Greenmover are ZEG’s dedicated e-bike Export 1.09 mio 1.02 mio 0.92 mio 006-006_BIk03_1STUK06.indd 6 14-03-17 09:29 BIKE europe January/February 2017 9 INTERVIEW Shimano Europe MD Frank Peiffer on shortening lead times to meet today’s and future customers’ expectations ‘It Has To Happen’ EINDHOVEN, the Netherlands – Frank Peiffer leaves no doubt what- soever about the transformation by the bicycle industry needed to meet the requirements of ever more con- sumers ordering online. “That has to happen,” he says. Regarding how to make it happen, the MD of Shimano Europe’s bike division presents a clear view, including the ifs and buts that come with it. Jack Oortwijn ike Europe interviewed Frank Peiffer at Shimano’s new European HQ exactly one week after its official opening. It’s an office that stands out design-wise as well as lo- Bcation-wise. He explains what it expresses about market expectations by the world’s big- gest manufacturer of bike parts. “Of course we believe strongly in bicycles and their future. What growth lies ahead is some- thing that nobody can predict precisely with re- gard to ‘consumption’ and bike sales. But that there is and will be a strong growth in usage is clear. That’s also expressed in the latest trends. It used to be fun and technology related to mountain bikes. Nowadays Europe is setting the trends which are more function-focused.” What does this new HQ say location-wise with regard to future Shimano products? “That bikes will have more electronics like Frank Peiffer, ‘Changes must come fast as online sales grows fast and with that consumer expectations for delivery within one day.’ Photo: Bike Europe many more products used daily. Bicycles will become more high-tech, like cars that have for instance by Amazon. The industry has to “Currently only the 7-speed internal gear hub duction needs. It’s an integration process which functions such as ABS and traction control. catch up here with regard to secured availabil- is produced at the Czech plant. Whether pro- is used by the car industry. You could say that Such accident avoiding functions will also ity.” duction here is to be expanded is an option. Ja- e-bikes are touching on collaborative planning come in bikes. And to create that we are at the pan has to decide on that. It’s a big facility so nowadays as more industries are involved like right location for forming partnerships with Increasing the speed to market ability of we don’t want to exclude this possibility. Also, electronics, batteries, and software. And it is high-tech companies.” bike makers in Europe means that lead production in Europe will help to increase sup- also being pushed by big growth in working times have to be shortened. Is this possible ply chain flexibility and speed to market. But I capital.” Is it correct to see this new HQ also as an ex- for Shimano? want to emphasise the fact that the attention to pression of the fact that Europe is by far the “It’s possible for everybody as this is foremost planning is of the utmost importance.” Final question; would collaborative plan- largest market for Shimano? related to planning. That needs more attention ning be in the interest of Shimano? In par- “Correct; Europe is by far the biggest market for than changing production locations.