The recently concluded Eurobike 2024 bicycle trade show in Frankfurt is the largest event of its kind in the world. Our team went on a reconnaissance mission, and here's a brief summary. In business parlance, let's say the bicycle industry faces many challenges. But at the same time, it's brimming with innovation and optimism about its long-term prospects!
1. Bicycle fair brings first market data for 2024
- E-bike sales in Germany: approx. 800,000 units in the first 4 months of 2024 (down 1.23% y/y)
- Sales of traditional bicycles: 650,000 units (19% drop y/y)
- Experts predict a delay in market recovery by at least a year
Sales trends in the bicycle market have been significantly disrupted in recent years. This is primarily due to the ongoing economic crisis, or perhaps a real slowdown in many Western European markets. Despite the unprecedented financial difficulties facing the industry and the enormous production surplus, there's a sense of freshness and optimism among both exhibitors and visitors.
It's clear, however, that the surge in interest in electric-assisted bicycles is rapid and irreversible. This doesn't pose a significant threat to conventional bicycle manufacturers, however. As it turns out, the target audiences for electric and "analog" bicycles don't entirely overlap.
Consumers will be moving from the automotive market to the electric bicycle sector, as increasingly restrictive legal changes are introduced to protect the environment.
2. Trends and innovations
- Focus on sustainability and recycling (e.g. Bosch battery recycling project)
- The growing role of digitalization in the bicycle industry
- New inventory management strategies to avoid overstocking
At this year's fair, a plethora of products featuring electronics were also readily apparent. Besides the most obvious, such as electronic shifting and drivetrains, there were helmets with lights linked to the bike's controls, automatically alerting other road users when changing direction, and even bicycle locks that unlock with the owner's fingerprint.
3D printing, now widely used, resulted in a proliferation of titanium products at EuroBike. While the metal has had a dedicated following in frame production for decades , this year saw the introduction of nearly complete titanium-printed bicycles.
See also: Pickup truck for the Tour. Did Škoda just make the perfect car for a cycling team?
3. Bicycle fairs are also about politics:
- Publication of the European Declaration on Cycling
- "Transition Pathways for the EU Mobility Industry Ecosystem" by the European Commission
- Growing recognition of the bicycle industry at EU level
The European Declaration on Cycling, recently adopted by the European Parliament, aims to double the number of kilometers Europeans cycle by 2030. This goal goes hand in hand with a gradual reduction in combustion-fueled transport. This naturally leads to a shift in the entire automotive industry toward cycling. Industry leaders hope that as cycling becomes more popular on European roads, the number of jobs in the sector will also double. Currently, there are approximately 1 million jobs, and by 2035, this number is expected to reach 2 million. Significant emphasis is currently being placed on facilitating access to cycling infrastructure and bicycles themselves. This is achieved through tax breaks, promotional activities, road user awareness initiatives, and efforts to revitalize many bicycle companies in member states.
More cycling lifestyle: Yoga and cycling
4. Overheard at the fair:
- Manuel Marsilio ( CONEBI) : "The industry is at a turning point. We are experiencing a reset, but the future of bicycles will be thriving."
- Kevin Mayne ( Cycling Industries Europe ): "The cycling industry is now taken seriously at all levels of the political decision-making process in Brussels."
We've finally reached a point where cycling is not only taken seriously among political elites, but is expected to become an integral part of EU policies, when planning investments in both cities and suburban areas. As Kevin Mayne, CEO of Cycling Industries Europe, said during the "Leaders Breakfast" conference organized during the trade fair: 'Cyclists will become Most Valuable Road Users instead of Most Vulnerable Road Users.'
5th Eurobike Bicycle Fair in numbers:
- Over 1,800 exhibitors
- 35,000 industry guests from 60+ countries
- 33,000 bicycle enthusiasts during the festival days
- 35% of visitors from outside Europe
Despite current challenges, the cycling industry is demonstrating resilience and innovation. Eurobike 2024 demonstrated that the sector is actively preparing for future growth, focusing on sustainability, technology, and collaboration with policymakers.
Here are our short reports from both days in Frankfurt this year:
The next edition of Eurobike will take place on June 25-29, 2025 , returning to the traditional June date.
Leave a comment