Source: Bike Europe & NieuwsFiets

As the official 2024 sales statistics for e-bikes in the Netherlands await publication, market research firm GfK-NIQ reports a continued decline in the market for the second year in a row.

In response, e-bike suppliers are exploring new strategies to reinvigorate sales, with leasing programs and employee benefit initiatives emerging as potential solutions.

Consumer interest remains strong

Despite the market contraction, consumer interest in e-bikes remains high, according to a recent survey conducted by GfK-NIQ. The study, which gathered responses from 2,000 participants in the Netherlands and an additional 1,000 in Germany, Belgium, and France, highlights the evolving market dynamics. Addressing consumer needs will be essential for manufacturers, service providers, and employers. Features such as theft protection and replacement services are particularly in demand.

“The growing demand for micromobility in general will continue. That is why it is essential to keep the focus on the right offer and to pay attention to relevant innovations within this context,” says Marcel Buskermolen, account manager at GfK-NIQ. Recent insights from their annual e-bike monitor show a strong willingness among (potential) e-bike buyers in the Netherlands to invest in additional services such as theft protection and replacement services. “This trend emphasizes the growing value attached to protecting e-bikes. The percentage of (potential) buyers who have experience with e-bike theft varies from 12% in the Netherlands to even 19% in other markets. Especially among young (potential) buyers, the chance of theft is high,” says Buskermolen.

Leasing and financing trends

The survey indicates that in the Netherlands, most e-bike purchases are financed through personal savings. However, there is a growing interest in employer-sponsored leasing programs. These leasing options, while not yet widely available, represent an opportunity for businesses to promote sustainable transportation solutions. The interest in leasing and financing is particularly strong among Generation Z consumers.

In response to user needs, GfK-NIQ sees a clear demand for advanced functionalities in e-bike apps. These features are essential to enhance the overall e-bike experience and provide users with safe and customized routes. “Currently, e-bike financing is mainly done through personal savings. However, there is a growing interest in employer-sponsored leasing programs. Despite this interest, such leasing options are not yet widely offered by employers, which presents an opportunity for companies to support employees’ sustainable mobility choices,” Buskermolen continues. “Particularly among Gen Z, interest in leasing and financing is high.”

Trends in Germany and Belgium

In Germany, 75% of e-bike purchases are funded with personal savings. Despite this, over half of users express interest in employer-supported leasing programs, with more than 40% considering private leasing and nearly 50% open to financing options. A broader adoption of employer-sponsored leasing could contribute to market growth.

Similarly, in Belgium, more than 75% of e-bike purchases rely on private savings. However, 57% of respondents indicate a willingness to lease through their employer if available, while 41% express interest in private leasing and 45% in financing options. Theft protection emerges as the most frequently mentioned additional service for which consumers are willing to pay extra.

France’s financing preferences

The financing landscape in France follows a comparable trend, with most e-bike purchases funded through personal savings. Interest in leasing is significant, with 60% of users considering employer-sponsored programs, 43% open to private leasing, and 48% interested in financing their e-bike.

Potential for second-hand and refurbished e-bikes

Across all surveyed markets, approximately 20% of potential buyers are considering second-hand or refurbished e-bikes. The prevalence of this trend varies depending on market maturity.

GfK-NIQ concludes that as the e-bike market continues to evolve, addressing consumer financing preferences will be a key factor in driving future growth. Manufacturers, service providers, and employers will need to adapt to these shifting demands to support the market’s recovery.