Market: demand, channels and where the bike business is heading.
A forecast of double-digit annual e-bike growth through the late 2020s is plausible. Plausible is not the same as evenly distributed â and that distinction determines who actually captures the growth.
Italy sells fewer bicycles overall but more e-bikes every year. The headline unit decline hides a generational shift in who rides â and what they will pay for.
Cambodia's bicycle exports swung from $966 million in 2022 to under $430 million in 2024, then rebounded. The boom-bust arc is a map of how trade policy, not efficiency, now decides where bikes are built.
Europe's market is neither booming nor busting. It is quietly reorganising around a different kind of customer â and aggregate figures hide a decisive compositional shift.
Germany's ZIV reports an 11% Q1 sales rebound to 885,000 units. It is the industry's first credible sign that the bottom may hold â credible, not yet certain.
