E-bikes, insights and incentives drive renewed growth in Spanish cycling industry
Comments Off on E-bikes, insights and incentives drive renewed growth in Spanish cycling industrySource: Bike EU
According to the latest AMBE Bicycle Sector Barometer, presented at Sea Otter Europe, Spain’s bicycle industry is entering the second half of 2025 with cautious optimism.
The findings also highlight strong growth potential in the e-bike sector, with over 95% of businesses now offering e-bikes, alongside news of a €20 million government subsidy.
Data-driven growth
Spain’s bicycle industry association, AMBE, has been admired for its commitment to data collection and analysis as a tool for strategic business planning. Javier López, recently appointed Head of Data at AMBE, emphasised the barometer’s importance:
“The AMBE Barometer is not just a report: it is a reflection of how our sector is evolving, The participation of stores and companies is what gives it meaning and value, because each piece of data collected helps to draw a more complete and useful picture for everyone. In an environment where trends are changing rapidly, having up-to-date information throughout the year is essential to guide strategies and anticipate challenges.”
E-bike sales gaining ground
Although Spain traditionally leans toward non-electric bicycles, e-bike sales are showing promise, with the barometer revealing that 95% of participating businesses now offer e-bikes.
López added:
“In retail stores, e-bikes are now almost universal and already account for a significant share of income. This gap highlights the development potential of the category, which will remain a key driver of the sector in the coming years. For example, in the wholesale channel (sell-in), 31% of companies report that e-bikes already account for more than half of their turnover, confirming their growing weight in the business.”
Government support fuels momentum
President Pedro Sánchez’s government has announced a €40 million mobility initiative aimed at encouraging e-bike use and expanding bike-sharing systems. The funding includes:
- €20 million for personal e-bike subsidies.
- €20 million for upgrading bike-sharing platforms like Bicimad and Bicing.
Jesús Freire, AMBE’s Secretary General, noted that the consumer subsidies are expected to roll out by the end of 2025.
Sell-in vs Sell-out trends
The second edition of the barometer saw 81% of AMBE member companies participate, responding to eight qualitative questions. For the first time, insights gathered a joint perspective from across manufacturers, distributors, and retailers, revealing a significant divergence:
- Sell-in (brands & distributors): reporting stable or growing figures.
- Sell-out (retailers): facing more pronounced sales declines.
Additional findings included:
- Lower inventory levels.
- Increasing e-bike availability in stores.
- Modest but rising online and second-hand sales activity.
Recovery after three challenging years
Despite declining sales since 2021, the Spanish bike sector still maintained turnover above pre-COVID levels in 2024. However, revenue dipped 6.5% to €2.3 billion (including parts and accessories).
Outlook for the remainder of 2025: stabilisation and cautious hope
Looking ahead, 53% of surveyed businesses expect stable turnover compared to 2024. Brands and distributors remain cautious following a strong start to the year, while retailers are slightly more optimistic—likely due to the time lag between production and final consumer sales. AMBE suggests businesses remain prudent but ready to capitalise on a potential recovery in the latter half of 2025.
Inventory and profitability pressures
Stock levels are gradually normalising, with 56% of brands and distributors reporting reductions relative to turnover, thanks to promotions and better stock control. However, half of retailers report maintaining stock at 2024 levels.
Profit margins remain under pressure:
- Suppliers have adjusted margins to clear inventory.
- Retailers saw a slight margin recovery during the first half of 2025.
AMBE’s growing role
AMBE now counts 60 full members and 45 associate members. Freire commented on the association’s evolving influence:
“We are experiencing healthy growth, not that we are hunting growth, but we are seen as becoming more relevant. We have a very united membership, with everybody contributing to pushing the sector forward together.”
AMBE’s key priorities include:
- Enhanced data reporting.
- Policy and fiscal advocacy.
- Promoting vocational training.
Freire concluded:
“Vocational training is so important, as to support the needs of a growing industry, you need training for the sustainability of the industry. So I think it is very important that the Ministry of Education recognises this and supports it fiscally.”
Sea Otter Europe: a key industry touchpoint
AMBE presented its findings at the event held in Girona, Spain. With nearly 74,000 visitors, over 500 exhibiting brands and a strong B2B presence via Sea Otter Connect and the Euro Mobility Festival, this year’s ninth edition was the biggest yet.