AMSTELVEEN, The Netherlands – After a 2010 sales that totaled to about 180,000 units and a total parc that stands now at over 600,000; the Dutch market for electric bikes is showing no sing’s of saturation at all. Last March e-bike sales in the Netherlands grew by a big 31% compared to the same month last year.
This big growth sparked the share of e-bikes in the total turnover for bicycles at IBD’s to grow to a huge 44%! A 2% rise in the average retail price for an e-bike (to a record breaking 2,138 euro) contributed to the 44% turnover share.
According to market researcher GfK Benelux (commissioned by industry association RAI Vereniging and dealer association BOVAG), March 2011 turned out to be an exceptional month for the bicycle market in the Netherlands. In particular because it was expected that sales would thrive thanks to the beautiful spring weather. It turned out differently.
The data from the GfK ‘Retailpanel Research’ on the Dutch bike market shows a remarkable picture. Turnover wise the complete market (next to IBDs including bike sales at supermarkets, discounters and retail chains) remained at the same level as in March 2010. Massive price promotion actions at supermarkets, discounters and retail chains drove down average prices for bicycles and with that also turnover. As the sales of ‘regular’ bikes in numbers didn’t show any significant growth; e-bikes once again came to the rescue of the Dutch IBDs.