Cycling is in fashion. In any case, in the cities. In rural areas, it's a different story. The car is king, sometimes in several copies in the home. Let's say that cycling on a secondary road at night is significantly more risky than on a beautiful, brand new green road. And people prefer comfort and staying alive. Sales of electric bikes have been experiencing recent fluctuations. In 2023, the French market recorded a radical decline, with a 14% decrease in sales of new bicycles compared to the previous year, for a total of 2.2 million units sold, or 410,000 less than 'in 2019.
Despite this decline, the electrically assisted bicycles (VAE) continue to represent a significant share of sales. In 2023, VAEs constituted nearly 30% of total bicycle sales in France, at the rate of one average price of €1,967they represent 61% of the total market in value.
Despite these declines, e-bikes continue to grow in popularity, accounting for a growing share of total bicycle sales. In 2023, their market share in Europe increased from 27% to 30.5%. And it is this VAE that the market is clinging to. Enough to make you want to bite into a piece of this enormous cake.
The electrically assisted bicycle considered as a vehicle in its own right
More and more consumers are turning to eBikes because of their advantages, particularly for urban journeys and daily travel. The electric bicycle meets practical needs (ease of movement, reduction of physical effort), which makes it attractive compared to traditional bicycles. It attracts varied user profiles, including those who had not previously considered cycling (seniors, people with long commutes, etc.).
Only downside: too much supply and too disparate prices. There is also an urbanocentric vision. Cycling is practical because it is fast compared to cars and traffic. It's also more comfortable than crowded public transport during rush hour. In rural areas, distances are often longer and traffic is much smoother. Saving time, the crux of the matter, is no longer there. Bicycle sales do exist, however, but as a leisure item.
The electric bike attracts varied user profiles, including those who had not previously considered cycling (seniors, people with long commutes). This new customer base contributes to the increase in the market share of VAEs, even if the overall sales volume decreases.
A steep price, even if profitable in the long term
In France, the average price of an electrically assisted bicycle (VAE) is estimated at around 1,967 euros in 2023. This price may vary depending on the place of purchase:
Specialized stores: around 2,757 euros
Multi-sport brands: approximately 1,326 euros
Large areas: less than 1,000 euros
These variations are explained by the differences in quality, service and range of products offered in each type of point of sale. It is also important to note that the price of an eBike depends on several factors, such as battery capacity, frame materials or the durability and smoothness of the transmission.
It is important to distinguish between a performance bike and a utility bike. This is where the problem lies. In the first case, the investment responds to a specific and legitimate demand. In the second, it suffers from comparison with other travel solutions, such as the scooter, the motorcycle, the electric scooterthe automobile or even public transport. This is the point that poses a problem.
Indeed, prices exploded after COVID. And quickly sales declined. However, bicycles command high prices for the use to which they are put. This generated overstock, and therefore lower prices. This therefore logically reduces the value perceived by the customer, who considers that the reduced price is the real price. This opens the way to another, more affordable alternative: the electric scooter. For a price ranging between 350 and 1000 euros, it allows you to travel at 25 km/h effortlessly. It even has the luxury of being easier to store somewhere.
