Eurobike Day 1: The (European) Future Looks Different

I’m still wrapping up Day 1 of Eurobike, but I’d be remiss to not log on and talk about the vibe and the feelings around cycling here in Frankfurt and the greater European cycling world.

Cycling here looks different than it does in the states, with a wealth of cyclists on the roads of downtown Frankfurt on all types of bikes. Ebikes and pedelecs are common, but there are still a lot of  “analog” bikes as well. Even the most bicycle friendly cities in the states would be jealous of the infrastructure in place and the seeming ease with which cyclists and cars interact.

Because Eurobike is primarily a B2B conference, its leaders envision a very connected world for cyclists. Not only personal connections between cyclists and brands and communities, but direct digital connections between the actual bikes and other vehicles on the road.

Because the infrastructure here is so much further along, Eurobike envisions the bicycle almost as an appliance, with purchase and ownership models that look more like a car lease than a direct purchase. Indeed, there were some bikes shown the first day that really seek to make user maintenance a thing of the past. For me, as a cyclist, tinkerer and shop owner, that comes as a bit of a shock.

More about that later.

Headwinds

Eurobike acknowledges that there are strong headwinds affecting the future of cycling. Geopolitical turbulence has driven economic uncertainty. 70 percent of respondents in a poll expect rising procurement costs, 61 percent see increasing overall uncertainty and 55 percent anticipate continued pressure on margins. At the same time, there are early signs of improvement in the business climate and sourcing. Against this background, personal contacts are becoming even more important: 73 percent regard personal networks and 68 percent direct supplier visits as particularly relevant channels.

Women Can Drive the Industry

Eurobike also notes that women are an untapped economic driver in the industry.

While the overall German market is expected to stagnate until 2030, a more targeted approach to female audiences could unlock additional revenue of up to 950 million euros. The decisive factor here is not so much new demand as the removal of existing access barriers.

“The bicycle industry does not have a demand problem, it has an access problem. Those who focus less on technology and more on safety, comfort and everyday usability open up significant growth potential,” says Isabell Eberlein, Managing Director of Velokonzept and founder of Women in Cycling Germany.

This creates significant additional revenue opportunities for companies in the bicycle industry.

Technical Disruption

A forward-looking perspective was provided by Hannes Neupert, expert in EPACs (pedelecs or Light Electric Vehicles) and micromobility. In his view, the industry is entering a phase of technological transformation, comparable in significance to the major mobility revolutions of the early 20th century.

Indeed, Nuepert used the smartphone revolution as a guide for the future of cycling. The first smartphones were lacking, but brands like Apple listened to their customers and allowed that to drive innovation.

Software will increasingly permeate all areas of mobility – from vehicle control and connectivity to service, maintenance and user experience. The distinction between hardware and software companies is fading more and more. At the same time, new vehicle categories, new mobility concepts and new requirements for regulation and product safety are emerging. Technological innovation needs to be explained, but also experienced firsthand.

A great example of the integration between hardware, software and bike is the latest mid-motor innovati0n from Avinox. They have developed a motor that is at once more powerful, while smaller, lighter and more tightly integrated with both the bike and the rider. More on that tomorrow when the embargo lifts.

E-Bikes are the Future

Where e-bikes in North America tend to be heading down market – cheap, generic bikes sold on platforms like Amazon, Temu and Alibaba.

In Europe, bikes are being posited as a genuine replacement (or at least a partner) to the car. Indeed, ebikes are now 50% of the market in Europe. As e-bikes here are definitely upmarket, one of the innovations that was presented to us today was a leasing program for bicycles.

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Ron

Ron is the chief cook and bottlewasher at Bike World News, doing everything from website design to bike reviews.

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