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.
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.
Recent statistics from Transport for London (TfL) indicate a 26% rise in the number of cycling trips since 2019.
According to TfL’s latest Travel in London report, the capital sees approximately 1.33 million cycling journeys each day, marking a 5% increase from the 1.26 million daily trips recorded in 2023.
This surge in cycling activity coincides with the expansion of London’s Cycleway network, which has now exceeded 400 kilometers, more than quadrupling its length since 2016 and surpassing the length of the London Underground.
“It’s a significant increase in cycling that defies national trends,” stated Will Norman, London’s Walking and Cycling Commissioner, in an interview with Zag Daily. “What it shows is that all the actions and policies like the expansion to Cycleways, the Mayor’s Healthy Streets approach and the Vision Zero strategy are working in terms of getting more people cycling.”
The most substantial growth was observed in central London, where cycling journeys rose by 11.6% between 2023 to 2024. Inner London experienced a 4.2% increase, while outer London saw a 3.8% rise.
In October, eight Cycleways were expanded in London, and Transport for London (TfL) introduced 20 new Cycleway routes during the 2023/24 period. Currently, 27.4% of Londoners live within 400 meters of the cycle network, with TfL collaborating with London boroughs to achieve the Mayor’s target of 40% by 2030.
A call from the industry is that London’s cycling routes need to be interconnected throughout the entire city, addressing the current gaps in the network.
“We’ve made progress, but this is the start” Mr. Norman stated. “There are still holes in the network – one of the obvious being Kensington and Chelsea. Focusing on those boroughs that are not yet delivering is a priority because a network is only as good as its weakest spot.”
Transport for London (TfL) has announced that next year will see the completion of several borough-led Cycleways, including routes from Rotherhithe to Peckham, Enfield to Broxbourne, and along Deptford Church Street.
“There are boroughs who have never had bike lanes looking at installing cycle networks in the next six to 12 months and that is thanks to campaigning communities and politicians recognising the importance of this.”
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.
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.“
Multiscope has launched the fourth edition of its E-bike Monitor, a comprehensive study focusing on electric bicycles, electric scooters, and other light electric vehicles (LEVs) within the Netherlands. This report offers insights into various aspects of the market, encompassing providers, insurance, maintenance, usage patterns, and user satisfaction levels.
What can you expect?
The study delves into the market landscape, addressing over 50 pertinent research inquiries. Key questions explored include the size of the Dutch market for e-bikes, e-scooters, and LEVs, expenditure trends on these vehicles, market expansion dynamics, and average prices for both new and used units. Additionally, the report identifies major providers and insurers, along with user satisfaction levels for different service providers.
The E-bike Monitor holds relevance for all Dutch organizations and businesses directly or indirectly associated with e-bikes, e-scooters, and LEVs. This encompasses roles in development, sales, consultation, maintenance, and insurance services related to these products.
The report covers numerous providers such as Amslod, Batavus, Cortina, Cube, Flyer, Gazelle, Giant, Koga, Sparta, Stella, Trek, and Vogue Bike, as well as insurers like Allianz, ANWB, Centraal Beheer, ENRA, FBTO, Interpolis, Kingpolis, Unigarant, and Univé.
According to a recent report by McKinsey, the global micromobility market is projected to grow to $340 billion by 2030, a significant increase from approximately $160 billion in 2022. Europe is expected to contribute the largest portion of this value, with an estimated $140 billion by 2030, up from $60 billion in 2022.
Kersten Heineke, Co-Leader for Future Mobility at McKinsey Center, emphasized “We believe that regulation is the key market driver for micromobility, next to macroeconomic developments such as population and GDP, consumer behaviour and new emerging technologies,”
“Almost 60% of metropolises in the EU and US support micromobility through different forms of investment schemes, infrastructure projects or urban vehicle access restrictions. Within these, we have particularly seen European cities and countries as frontrunners, which in turn is driving the market development.“
The surge in market value is primarily fueled by the increasing popularity of e-bikes, which offer a wider range of applications compared to e-scooters, including cargo transport, and boast a better total cost of ownership than e-mopeds. Government subsidies targeting e-bicycles and growing interest from employers, particularly in Germany, are further accelerating this trend.
Heineke added, “Additionally, we currently see government subsidies specifically targeting e-bicycles, and also employers increasingly see the electric bicycle as a good alternative to the car when it comes to corporate leasing schemes, particularly in Germany.”
McKinsey plans to provide an updated assessment of market size at the upcoming Micromobility Industries conference in June.
The latest report analyses 115 European cities as well as the entire European market on shared mobility. 2023 was the year of transition in the industry, with lay-offs, mergers and acquisitions dominating the news in operators pursuit towards profitability. We dive into some of the highlights below.
European Market
The aftermath of the Paris scooter ban wasn’t as severe as initially feared, it did instil a sense of unease. Major cities like Rome, Berlin, and Brussels significantly reduced the number of scooter operators and vehicles. At a European level, there’s been a tightening of regulations imposed by cities.
Following significant fundraising between 2018 and 2021, operators encountered challenges securing additional funding. Consequently, they’ve had to adopt frugal practices, meticulously managing costs, raising prices, exiting unprofitable markets, and implementing layoffs. Nevertheless, they’ve begun to introduce new offerings, with shared bikes gaining prominence.
These efforts are yielding results. Dockless bike usage surged by over 50% in 2023, surpassing scooters that dominated the market from 2019 to 2022. Station-based bikes and free-floating cars are also experiencing robust growth.
Some operators secured their immediate future through mergers (such as ShareNow and Free2Move, TIER and Dott), while others, like Reby, Superpedestrian, and Cityscoot, succumbed.
Economic viability remains central to discussions in 2024. Will revenue from end-users suffice for profitability, or will public funding be necessary to bridge the gap, akin to the majority of station-based bike services?
“Our projections for ridership and revenue in 2024 are optimistic,” asserts Julien Chamussy, CEO of Fluctuo. “The exit of certain operators and increased tender calls will pave the way for European champions. While there may be reduced competition, the financial stability and operational control of remaining players will facilitate the continued growth of shared mobility services, benefiting European cities and their residents.
Ryder Cup of shared mobility
Europe continues to dominate the shared mobility market compared to North America, with a fleet size almost three times that of North America.
Car sharing
Car sharing continues to grow across the board, with rentals increasing by 39% and fleet size increasing by 25%, with the fastest growing markets in Germany, Belgium, Netherlands, Norway, and Denmark.
Comments Off on LEVA-EU Member Stromer sees 17% sales growth in 2022
Despite the challenges seen in global supply chains and an evolving workstyle, the speed-pedelec producer has enjoyed continued success.
Stromer (myStromer AG) proudly reported a 17% growth in sales during 2022. The ST3 with Pinion gear was the most sold model, while the new high-end flagship ST7, the world’s first s-pedelec with electronic shifting Pinion Smart.Shift and Carbon Belt Drive, raised the bar for reach and power. In Benelux, Stromer is a leader in terms of market share (Belgium: 37% with a growth of 3% compared to the previous year; the Netherlands: 49.7% with a growth of 11%).
Although the year presented challenges to the entire e-bike industry, including difficulties in supply chains and currency fluctuations, Stromer’s market position in Switzerland maintained its standing and the German market recorded double-digit growth.
Co-CEO Tomi Viiala summarizes: “A 17% growth in 2022 shows that we are on the right track with Stromer and our offering. I believe that the subject of mobility in Europe and North America is still in its infancy and will continue to generate significant growth for the entire industry. We also see this positive trend in our Stromer customers, who drove 30 million km more in the past year than in the COVID year. In total, Stromer s-pedelecs have covered 99 million km in 2022.”
myStromer’s 2023 Prospects
In 2023, Stromer is again targeting double-digit growth as the s-pedelec market is projected to continue developing positively. To assist in this goal, additional staff will join the team with a strategic focus on retail support and sales, including a US-focused team.
To support the expansion of the German s-pedelec market, myStromer, together with the lobby office Politik + Strategie and other manufacturers, is supporting the Allianz Zukunft S-pedelec project. Together with national partners, Stromer will offer innovative financing solutions for companies and individuals. Stromer is the first bicycle brand ever to launch an all-inclusive leasing solution with AMAG in Switzerland, covering all costs for maintenance, insurance, or new tires for the duration of the leasing contract.
Co-CEO Karl Ludwig Kley adds: “We look forward to 2023 with confidence and a solid capital base. Over the past year we were able to take measures to secure our supply chains and increase production capacity for the future, this allows us to respond flexibly to market influences. In addition, we are constantly developing on our existing product range and new innovations to further expand our market position.”
Shifts in leadership structure
Stromer enters 2023 with a few leadership changes. Tomi Viiala, who previously held both the position of Co-CEO and global leadership of Sales, will fully concentrate on his role as CEO in tandem with Karl Ludwig Kley. The position of Global Sales Director will be filled with immediate effect by Kobe Broos, who has led the Benelux Sales team since 2018 and has been General Manager for Benelux since 2021. Pieter de Greef will become the new General Manager of myStromer B.V., while he continues to exercise his position as Head of Retailer Support. Both Broos and de Greef bring years of experience from the automotive sector.
