Bicycle industry in the crisis: decline in sales and opportunities for customers!

Bicycle industry in the crisis: decline in sales and opportunities for customers!

Current developments in the bicycle industry show a mixed picture: While the bicycle market in Germany recorded sales of 27.2 billion euros in 2024, this corresponds to a decline of around seven percent compared to 2023. Conditions that are particularly shaped by declining demand and high inventory are raising questions while the Situation is slowly stabilizing. Dealers report high stocks that are gradually emptying. In 2024, the price of e-bikes in particular fell to an average of 2,650 euros, i.e. around 300 euros less than in the previous year. This development follows a sales boom during the Corona pandemic, in the course of which the industry was almost doubled, as ZVW .

What does this mean for the employees in the industry? The number of directly employed fell from 77,500 to 76,700, a further indication of the difficult course of the industry. The Association "Future Bicycle" urges more to invest more in bike paths and funding for e-pedelecs. This demand is levied, especially before the Eurobike trade fair, which takes place from June 25th to 29th. The association also criticizes the unused potential of the bicycle industry, which is particularly pronounced in the tourism sector.

sustainability aspects in the industry

The discussion about sustainability plays a central role in the bicycle industry, but there is a lot of catching up to do. A study by Deloitte, which took a close look at 50 companies from the roof room, shows that over 70 % of the companies surveyed evaluate the importance of sustainability with at least 7 out of 10 points. However, only 39 % of companies have a clearly defined sustainability strategy. Kim Lachmann from Deloitte emphasizes that the industry not only has to propagate sustainable mobility, but also have to implement it in its business processes.

The challenges are great, especially through new regulations such as the German supply chain obligations law. Maximilian Tucher from Deloitte predicts that the pressure to implement sustainability measures will increase. At the same time, there are already positive developments: 90 % of companies implement climate protection measures and 87 % promote the circular economy. Nevertheless, many companies contradict 79 % of the surveyed profitability over sustainability aspects, although 84 % are of the opinion that consumers prefer increasingly environmentally friendly products, such as Pedelec Elektro Bicycle reported.

challenges in production

But how environmentally friendly are bicycles actually? Production is not automatically sustainable, even if bicycles are considered environmentally friendly transport. Erik Bronsvoort, co-author of the book "From Marginal Gains to a Circular Revolution", criticizes the linear economic system of the bicycle industry, which is based on inexpensive material procurement and quick production. This creates unnecessary waste and environmental pollution. It is recommended to repair and maintain existing bicycles instead of always buying new high-end models.

The sale of used bicycles is also highlighted as a sustainable alternative. Steel frames are particularly sustainable because they can be easily recyclable and repairable. In addition, some companies such as Hope and Continental rely on environmentally friendly production methods. Nevertheless, it should be noted that the bicycle industry is still far from a real circular economy in which materials are actually reused.

The challenge remains to find a balance between economic profitability and ecological responsibility. With their consumption, cyclists themselves can help promote demand for sustainably produced and durable products. Time that the industry exhausts the possibilities it offers.