Study Overview & Method

Usage & Demographics

Reasons for/Against Cycling

Safety & Infrastructure

Commuting & Logistics

Summary

I. Sales Leads and Market Positioning: High-Value Pedelec Buyer Persona

• Market Core Driver: Among all respondents planning to buy a bicycle or Pedelec in the next 12 months, 48% clearly chose to buy a Pedelec (electric bicycle), making it the top choice among intending buyers.

• High Willingness to Spend: Potential buyers are willing to pay an average of 1,424 Euros for bicycles and accessories.

• Strong E-Bike Premium Capability: Buyers focused on Pedelec have an average budget of up to 1,690 Euros. In contrast, the average budget for traditional bicycles is only 690 Euros. This indicates that consumers are willing to pay a higher premium for the convenience and performance brought by E-Bikes.
• Sales Insight: Highlight the high quality, technical advantages, and long life of E-Bikes to prove that their 1,690 Euro average price is a worthwhile investment. Instead of focusing on low-price competition, emphasize product value and performance.

• Overcoming Distance and Physical Barriers: Many infrequent cyclists find riding "too far" or "too strenuous" (67% and 62% respectively).

• Rural and Hilly Markets are Blue Oceans:
• In mountainous/hilly regions, the frequency of regular cycling drops significantly (only 30% ride regularly).
• However, the report shows that Pedelec usage is higher in rural areas/small towns (22%) than in big cities (14%).
• Sales Insight: Marketing should focus on how E-Bikes solve problems of distance, long commute times, and undulating terrain. For people living in hilly areas or small towns who need long-distance commuting (distance too far/taking too long accounts for 54% and 43% of reasons for not commuting), Pedelec is the ideal tool to enable frequent cycling.

• Commuting Growth Potential: The 30-39 age group has the strongest demand for more frequent cycling (50%). This age group usually bears the burden of commuting, making them ideal target customers for E-Commuter products.

• Middle-Aged and Elderly Groups: Pedelec usage is higher among 50-69 year olds (20% to 22%).

• Review of Social Psychographics (Sinus-Milieus):
• Neo-Ökologische (Neo-Ecological) and Konservativ-Gehobene (Conservative-Upscale) groups have above-average interest in and usage of E-Bikes. These groups usually have higher environmental awareness (Neo-Ökologische) or spending power (Konservativ-Gehobene). Marketing should highlight sustainability, health benefits, and high-quality design.

II. Product R&D and Accessory Ideas: Solving User Pain Points

• Severe Lack of Security: 40% of cyclists feel unsafe on the road. The main insecurity factors are inconsiderate car drivers (64%) and excessive traffic volume (59%).

• Night Visibility Pain Point: 34% of cyclists never ride at night, while 26% feel uneasy. Their biggest worry is "not being seen by cars" (44%).
• R&D Idea:
• Integrate Advanced Smart Lighting Systems: Make "being seen" a core selling point. Develop integrated lights with automatic sensing, high brightness, and wide-angle illumination.
• Active Safety Technology: Consider integrating radar or near-field sensing systems that automatically enhance rear warning lights when a car approaches to alleviate cyclists' fear of "reckless car drivers."
• Highlight Helmet Comfort: Although 47% wear helmets, many refuse because they are "inconvenient" (56%), cause "sweating" (33%), or "ruin hairstyles" (27%). Develop or recommend lightweight, highly breathable, or even cooling/ventilation-integrated E-Bike specific helmets.

• Parking and Anti-Theft are Commuting Barriers: 35% of respondents oppose parking at train stations/bus stops mainly due to "lack of secure parking facilities" (theft, vandalism).

• Workplace Needs: Employees hope employers provide secure bicycle parking facilities (35%) and more charging facilities (32%).
• R&D Idea:
• Integrate Anti-Theft Tracking: Given the high value of E-Bikes, integrated GPS tracking and remote locking functions must be provided as standard configuration.
• Efficient Locking Systems: Promote smart locking solutions built into the product or through partnerships, emphasizing the high-level anti-theft protection provided in public places like train stations.
• Charging Convenience: Promote portable or modular battery designs to facilitate users charging in offices or homes without public charging piles.

• Although the current usage rate of Lastenräder (Cargo Bikes) is only 3%, among planned buyers, 7% are considering buying a cargo bike.

• Core Uses: The main uses of cargo bikes are shopping (88%) and transporting children (31%).

• Barriers and Opportunities: The main reasons preventing people from buying cargo bikes include "too bulky" (37%) and "too expensive."
• R&D Idea: Focus on developing compact, non-bulky (less "sperrig") Pedelec Cargo models to adapt to the challenges of urban space and insufficient infrastructure. Emphasize how electric assist overcomes the barrier of "strenuous riding" (20% of uninterested people think cargo bikes are too strenuous).

• High Leasing Demand: 26% of potential buyers plan to use employer leasing offers (Dienstrad-/Fahrrad-Leasing) to purchase bicycles.
• Sales Insight: Expand cooperation with corporate leasing platforms or employers. Develop customized leasing schemes or fleet management services for corporate clients, such as providing convenient maintenance and repair services (37% of employees hope for repair options).

Summary