The latest European Index Annual Review 2024 has arrived from mobility enablement specialists Fluctuo, offering a comprehensive look at the evolving landscape of shared mobility in Europe.
Supported by Aon, Lyft Urban Solutions, EIT Urban Mobility, and the POLIS Network, the report reveals significant growth and shifting dynamics in the sector.
Key findings:
The European shared mobility market has expanded to 940,000 vehicles.
Ridership has increased by 5%.
End-user revenue has reached an impressive €2.1 billion.
A changing competitive landscape
Industry consolidation has strengthened the position of dominant European players and regional champions. However, these established operators now face a new yet familiar competitor: station-based bike-sharing systems.
The rules of engagement have changed. No longer is success solely about deploying the largest fleet and winning over users. Instead, operators must now prove to city authorities that their services align with public interests.
The battle between station-based and free-floating models
Station-based bike operators advocate for structured, investment-backed systems, arguing that physical docks help regulate public space usage. A notable example is Madrid, where authorities banned dockless bikes and scooters in September 2024 in favour of the city’s own bike-sharing network, BiciMAD.
Free-floating bike and scooter services offer flexibility and convenience at no cost to cities – often even generating municipal revenue. In London, the rising popularity of dockless providers such as Lime and Forest has sparked debates about the future viability of Santander Cycles.
For now, station-based schemes appear to hold the upper hand. However, as demand for flexible, dockless mobility options continues to grow, will cities resist or adapt to this shifting trend? The coming years will be crucial in determining the future of urban shared mobility.
This free webinar on 6 March will cover e-bike market trends for the region.
Join Ed Benjamin and Jonathan Weinert from eCycleElectric for a data-driven discussion on the latest trends in the e-bike market. This webinar will cover insights from the recently published Electric Bike World Report – North America, including an analysis of 2024 import data and factors influencing the industry in 2025 and beyond.
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.
An industry survey revealed that the use of cargo bikes in the German logistics sector has high potential and room for growth, particularly in urban areas
Across Germany’s logistics industry, there is a lack of widespread knowledge about the use of cargo bikes, which has become evident from data collected in an online survey conducted as part of the Logistics Barometer Bavaria. The survey was organized by the Logistics Initiative Bavaria and the German Bicycle Logistics Association eV, with analysis provided by the PedeListics team at Nuremberg University of Applied Sciences. In November 2023, more than 100 participants from Bavaria and across Germany, representing various logistics sectors from intralogistics to traditional freight forwarding, participated in the survey.
Untapped potential
The study results reveal that two-thirds of respondents see urban areas as the primary application for cargo bikes, while one-third also see potential in suburban areas. Nearly 90 percent of participants stated that the range of these vehicles extends up to ten kilometers. This suggests that in many cities, cargo bikes could be used to transport goods from the outskirts to city centers or vice versa. Respondents particularly identified potential in last-mile logistics, deliveries to private customers, and personal errands. Furthermore, 24 percent of participants highlighted the relevance of cargo bikes for internal company transport. However, there was less enthusiasm for using cargo bikes for commercial deliveries, procurement trips, or business travel replacements.
Tom Assmann, Chairman of the German Bicycle Logistics Association, commented on the findings, saying: “I am positively surprised. The results clearly show that bicycle logistics is perceived as an established option for delivery in the city and in factory traffic. However, the number of bicycles used is still far behind the potential. What is needed here is a political prioritization of sustainable means of transport, stronger promotion of the ramp-up of vehicles and the development of a safe infrastructure,”
One potential reason for the limited use of cargo bikes is the low level of information available to logistics companies. Only nine percent of respondents felt well-informed about the purchase costs of cargo bikes, and just five percent were knowledgeable about maintenance costs. Awareness was even lower regarding aspects such as possible uses, providers, technology, services, and funding opportunities.
The role of bicycle logistics in driving growth
An increase in bicycle logistics could also boost the Bavarian economy. The state is home to several highly innovative manufacturers of cargo bikes and trailers, which are creating sustainable jobs through family businesses and startups. From Augsburg to Würzburg, medium-sized bicycle logistics companies in various cities are demonstrating how logistics, environmental protection, and fair working conditions can work hand in hand. Additionally, several universities in Bavaria are researching new cargo bike deployment concepts, such as integrating them with public transport or micro-hubs.
To address the information gap around bicycle logistics, the Logistics Congress Bavaria, hosted by the Logistics Initiative Bavaria CNA eV, will be held in Nuremberg on November 21, 2024. The event, organized in collaboration with the German Bicycle Logistics Association eV, will feature lectures and regional exhibitors to raise awareness and promote knowledge in this growing field.
Insurer Huk-Coburg, in collaboration with YouGov Germany, conducted a representative online survey of 4,101 individuals to assess current mobility behaviours, with a particular focus on e-bikes.
The study revealed that e-bikes continue to perform well, maintaining the bicycle’s position as the second most preferred mode of future transportation. Traditional, non-motorized bicycles, however, have lost popularity since the pandemic.
Bicycle Ranks Second as a Future Mode of Transport
According to the study, approximately one in four Germans considers the bicycle to best meet their future mobility needs, placing it second overall, behind cars but ahead of walking. However, the appeal of conventional bicycles has dropped significantly, with approval ratings decreasing from 26% in 2021 to 16%. In contrast, e-bike approval has remained steady at around 10%, helping to secure cycling’s second-place ranking.
Regional Differences Highlight E-Bike Popularity
The growing importance of e-bikes is particularly evident in North Rhine-Westphalia, where e-bikes are now viewed as a more suitable future transportation option (13%) compared to traditional bicycles (12%). The strongest support for e-bikes is found in Schleswig-Holstein (14%), with notable increases in popularity since 2021 in Hesse (9% to 11%) and Saxony-Anhalt (7% to 9%). However, in the other eastern states, e-bike support is declining, and Berlin remains at the bottom with only 5% approval.
Expert Commentary on the Findings
Dr. Jörg Rheinländer, a board member at Huk-Coburg, commented on the findings: “During the pandemic, the limited use of public transportation significantly boosted the popularity of bicycles. The sustained interest in e-bikes suggests they have attracted new, long-term users. The bicycle’s second-place ranking as a preferred future mode of transport underscores its essential role in a balanced and eco-friendly transportation mix.”
Decline in Interest Among Younger People
The study also indicates that interest in cycling is higher than interest in trains (15%) or trams/suburban trains (12%). However, enthusiasm for non-electric bicycles has notably waned among younger people since the pandemic. For those under 25, the perception of muscle-powered bicycles as the ideal future transport option has dropped sharply from 28% to 11% since 2021. Among those under 40, the rating has halved from 28% to 14%. In comparison, those over 40 have seen a smaller decline from 25% to 16%.
Regional Variations in Cycling Adoption
Regional variations are also significant in both future expectations and current cycling frequency. The northwest shows the highest increase in cycling over the past 12 months, with 21% of Hamburg residents, 20% of Schleswig-Holstein residents, and 18% of Bremen residents cycling more frequently, regardless of electric assistance. These figures exceed the national average of 14%. Conversely, the lowest increases are seen in Saarland (8%), Rhineland-Palatinate (10%), and Saxony (11%), where cycling adoption is about half as common as in the northwest.
The German Bicycle Logistics Association (RLVD) has released its 2024 industry report, revealing promising developments in the bicycle logistics industry. Despite facing global challenges, the sector is demonstrating steady growth and maintains an optimistic outlook for the future.
Tom Assmann, a board member of the RLVD, emphasizes the organization’s ambitious goal: “We aim to shift 30 percent of urban commercial traffic to cargo bikes or trailers by the end of the 2020s.” Assmann notes that the report highlights the industry’s resilience in pursuing a sustainable economy, even under challenging conditions. However, the report forecasts an average annual growth rate of 10 percent, which may not be sufficient to fully achieve CO2-neutral urban logistics. To address this, Assmann urges policymakers to establish fair conditions that foster sustainability and innovation. He advocates for the inclusion of cargo bikes in public procurement policies, the revival of federal subsidies for cargo bikes, and consistent funding for expanding cycling infrastructure.
E-cargo bikes: A growing market with significant potential
In 2023, approximately 5,400 individuals were employed in the bicycle logistics industry. The report reveals that the majority of companies within the sector are small to medium-sized enterprises. Last year, the industry generated a turnover of 183 million euros, reflecting a stable to slightly increasing trend compared to the previous year. In total, 37,650 cargo bikes and trailers were sold for commercial use in 2023, with 95 percent featuring electric drive support. Cargo trailers are becoming an increasingly important part of the market, with around 12,000 units sold.
Nicolas Schüte, the lead author of the study from Wildau University of Applied Sciences, underscores the long-term potential of cargo bikes for commercial purposes: “The use of cargo bikes is not just a passing trend; it’s a sustainable concept with vast potential. We’re seeing an expanding range of applications, from mobile coffee bars to outpatient care, that can benefit from bike logistics.“
Bicycle logistics: A key contributor to climate protection
The report highlights the significant impact of bicycle logistics on climate protection. In 2023, cargo bikes covered around eight million kilometres, resulting in a reduction of approximately 2,100 tons of CO2 emissions. The survey also indicates that bicycle logistics significantly improves road safety, with no serious injuries or traffic fatalities reported since the survey’s inception. Martin Schmidt, another RLVD board member, addresses concerns about the safety of cargo bikes and trailers: “The negative headlines surrounding cargo bike tests are often misleading and taken out of context. Our daily operations demonstrate that these vehicles are indeed safe.“
The energy supplier Eon has conducted a survey on the rising popularity of e-bikes. According to their findings, nearly a quarter of the population now owns an e-bike, with a notable increase among younger individuals.
“Electric bike popularity is hitting new heights. Currently, one in four people in Germany owns an electric bike, the highest since our first survey in 2020,” states Jens Michael Peters, Managing Director of Energy Solutions at Eon Energie Deutschland.
The survey reveals that 24.7 percent of Germans own an electric bicycle, up from 23.3 percent in 2023 and 15.2 percent in 2020. E-bike ownership has grown significantly among 18- to 29-year-olds, rising from 13.8 percent in 2023 to 17.5 percent. The highest ownership rates are among people aged 50 to 64 (27.4 percent) and those over 65 (27.7 percent).
Regional differences
When looking at the federal states, Lower Saxony leads with 32.6 percent of residents owning an e-bike, followed by Baden-Württemberg (27.4 percent), Bavaria (26.4 percent), Schleswig-Holstein (26.2 percent), and North Rhine-Westphalia (26 percent). Emsland and Bentheim counties top the list nationwide, with 47.3 percent ownership each, followed by Leer (42.6 percent), Wittmund (41.8 percent), and Aurich (41 percent). Eon provides a detailed visualization of these regional results.
Sustainabilities role in purchasing and charging
Around 40.7 percent of e-bike owners use green electricity for charging, and 28.8 percent of potential buyers are considering switching to a green electricity tariff. Additionally, 21.5 percent of e-bike owners chose their bikes for sustainability reasons, like reduced emissions compared to cars. Among e-bike models, city e-bikes are the most popular (37.3 percent), followed by trekking e-bikes (26.4 percent) and e-mountain bikes (15.9 percent).
A popular means of transport for holidays and commuting
E-bikes are also popular for holidays and commuting. In the past year, 12.5 percent of Germans used an e-bike while on holiday, with nine percent using their own and 3.5 percent renting locally. Looking ahead, 36.3 percent are considering using an e-bike on their next holiday, especially among 18- to 29-year-olds (46.1 percent). Additionally, 25 percent of Germans are contemplating a multi-day e-bike trip.
For commuting, 6.8 percent of employed individuals regularly use e-bikes, and 34.5 percent are interested in leasing a company bike to save on purchase costs. Already, 13.2 percent of employed 18- to 29-year-olds use an employer-provided e-bike option.
According to McKinsey and Zag Daily, the global micromobility market is anticipated to reach $520 billion by 2035. This projection marks a substantial increase of $360 billion from its current value and $180 billion from McKinsey’s previous estimate for 2030.
The unveiling of McKinsey’s findings precedes a panel discussion titled ‘McKinsey’s Latest Micromobility Market Sizing and Consumer Insights,’ scheduled to be hosted by Associate Partner Anja Huber and Expert Darius Scurtu at the Micromobility Europe expo in Amsterdam.
“The main underlying drivers for our predictions on the global micromobility market are regulation and consumer behaviour,” Darius Scurtu from the McKinsey Center for Future Mobility said.
“We expect that cities and countries will continue to support micromobility to reach their climate targets as one of many “sustainable” modes, and thus further invest in micromobility infrastructure, provide purchase subsidies, or partner with private micromobility operators.
“We also see rising consumer interest to integrate micromobility into their everyday lives, since modes such as e-bikes allow for longer trips and more use cases, and since micromobility will often become the cheaper and more convenient mode of travel compared to private cars, particularly in inner cities.”
Market dynamics
Currently, the top five European countries collectively command nearly 50% of the European micromobility market, totalling a value pool of $29 billion. Among these leading markets, Germany, France, and the UK claim the top spots. McKinsey defines value pools as encompassing one-time vehicle sales along with downstream revenues such as aftermarket services and maintenance.
Attributing the dominance of these markets to factors like population size, pricing of micromobility vehicles, and existing bicycle infrastructure, McKinsey predicts market consolidation over the next three years, with slower uptake compared to initial forecasts due to subdued consumer demand.
E-bikes and consumer preferences
McKinsey’s research also reveals that e-bikes presently constitute nearly 40% of Europe’s micromobility market, valued at approximately $22 billion. This segment is projected to grow at a rate of 13% annually, reaching $110 billion by 2035. The increasing preference for e-bikes is evident from consumers’ willingness to spend 9% more on their next bicycle purchase, driven by factors like convenience and expanding use cases.
Darius emphasized the versatility of e-bikes, which cater to various needs effortlessly, making them more appealing to consumers compared to conventional bikes or other micromobility options. Their Mobility Consumer Survey from 2024 indicates that a majority of e-bike owners use their vehicles for everyday commuting, underscoring its popularity among global consumers.
The CoMoUK annual Bike Share Report (released for the UK and Scotland) provides key insight into understanding the performance and impacts of the UK’s bike share schemes.
The 8th annual report provides new insights into the impact of bike share schemes, with CoMoUK highlighting “It provides new evidence for the positive environmental, economic and social effects of bike share schemes on individuals and communities. More than two thirds of respondents reported an increase in their trips by bike. This will be supported by greater access to e-bikes. E-bikes now outnumber conventional pedal bikes in the fleets of UK bike share schemes. 57% of the approximate 25 million hires per year, (between September 2022 and September 2023), were made with e-bikes.”
Key findings
1. Bike sharing motivates people to take up cycling.
UK (left), Scotland (right)
2. Bike share incentivises more cycling journeys.
UK (left), Scotland (right)
3. Bike share increases levels of physical activity.
