Electric Bikes
Northwest

2010

Why are ebikes not selling in significant numbers in the U.S., while they are in Europe?

Let's look to Continental Europe for clues. Over the last couple of years ebike sales finally took off in particularly The Netherlands and Germany. Are these customers forced to settle for an ebike or is it rather that they prefer one (often to or alongside their regular bicycle, bus or train pass or their motorcycle or car)? Most Continental ebike buyers may actually enjoy riding their electric as much or more than their regular bicycle and switch off just like any owner of multiple bikes anywhere.

While culturally bikes are of course used more for transportation in Continental Europe than in the United States, bikes are ridden more for solely recreation in the U.S. than in Continental Europe.

In the U.S. the electric bike is largely a recreational vehicle—a new, unique and fun leisure time product. As it is a 'bicycle' by design, operation and law it is puzzling at best to see the electric bike pitched as a car substitute! Our Seattle store promotes the electric bike on its own substantial intrinsic merits: An accomplished human power-augmented bicycle with a different 'drive system' that is superbly enjoyable to ride!

An ebike market geared toward those who may no longer afford to drive a car (or drive as frequently) shall remain dismally small even in a dismal economy. A pitch that in essence says "Hey, I know that you love your car but times are hard. Here's a deal for you: An electric bike. And by the way it is not even a decent, feeble motorcycle. You have to pedal it on hills and you cannot exceed 20 mph even on level ground" is unlikely to entice. President Carter tried the frugality and sacrifice pitch in his July 15, 1979 speech and the rest is history. Facing the grim prospects of a slow, open-to-the-elements, two wheeler financially beleaguered drivers shall rather become ever more determined to give up driving only when their cold, stiff fingers are pried off the steering wheel.

Those who nevertheless spout that increases in gas prices shall significantly improve ebike sales are overlooking that, as an example, a $1/gallon increase may mean a mere 5 cents/mile cost increase of owning a car. Compare that to AAA's calculation that the true cost of car ownership amounts to some 52 cents/mile, of which gasoline purchases may be less than one third.

If someone wishes to stop driving because of the 52 cents per mile cost they can obviously do so any time but it does in no way follow that after doing so they'll pick an ebike among the several transportation options likely to be open to them.

If someone wishes to stop driving there are also any number of excellent ethical, aesthetic, health and environmental reasons but it does in no way follow that after doing so they'll pick an ebike among the several transportation options likely to be open to them.

In The Netherlands electric bike sales finally took off big time not significantly due to gas prices (even though about three times higher than in the U.S.) or any bicycling subsidies but largely because people found that they thoroughly enjoy riding highly accomplished, top quality, pedal activated, bicycle akin, well supported electric bikes as they have recently and marvelously evolved.

It is the rare occasion when a test rider at our Seattle store does not thoroughly enjoy the looks, feel and ride of our highly accomplished, top quality, pedal activated, bicycle akin, well supported electric bikes as they have recently and marvelously evolved.

Does this mean that sales are taking off 'big time' in the U.S. as well? Not yet.

Why not? Perhaps because of all the cookie cutter marketing and sales hoopla that largely seems to try and make the electric bike into what it was never intended to be and with the media largely appearing undiscerning about or unmotivated to express what the electric-assisted bicycle so uniquely does offer.

Copyright © 2010 EbikesNW

May 2010