Electric bike sales strengthen the specialized trade
(SFZ) 315,000 new bicycles were sold in Switzerland in 2008, 600 more than in 2007. The number of mountain bikes and city bikes sold declined slightly, while electric bikes grew strongly. The sector's turnover in new sales rose by 6.5% to CHF 394 million, while the share of specialist retailers increased from CHF 317 to 343 million.
ast year, 11,631 electric bikes left the dealers' showrooms for the streets, twice as many as the year before. With a market share of almost 4%, they are riding in the hard slipstream of road racing bikes and will easily overtake them this year and distance them strongly. There are many reasons for the smooth ride of these silent pedalers to the top of the trend of the past bicycle year: mature, reliable technology, high acceptance due to the intensified climate debate, a wide range of models in various price segments, many leisure and everyday uses.
Mountain biking and city biking: ceiling at a high level
195`000 new sales in 2008 were accounted for by the sporty MTBs, cross and racing bikes, 108`000 by the city and touring bikes equipped for everyday use, including the still very popular youth bikes with 20-24" wheels. Although these high numbers are 1% and 3% below the 2007 figures, they are explained by the shift in demand towards trendy electric bikes. More than 80 bicycle brands in Switzerland compete for consumers, and new suppliers are constantly being added. Large distributors, specialist stores, Internet providers and the specialist bicycle trade are in fierce competition. The latter was able to expand its position despite price pressure from low-cost suppliers. This is thanks to professional advice and in-depth know-how in general, as well as a strong commitment to sales, service and support for electric bicycles.
In recent years, the Swiss bicycle buyer has become increasingly demanding, well-informed and also price-conscious and, as in other sectors, is following the trend towards individual design and coverage of his leisure and mobility needs. The consequence of this is the ever increasing segmentation of products and services into different price categories. The expansion of the range of models and the increased trend towards the individual «custom bike» created according to the customer's own wishes is making stock-keeping problematic, which will require new designs of services in the near future.
March 3rd, 2009