us ebike market trendsschd.ws/hosted_files/nationalbikesummit2016/83/2020 biking... · us ebike...

Internal | AE-EB/RBU-AM | 12/03/2015 | © 2015 Robert Bosch LLC and affiliates. All rights reserved.

Automotive Electronics

US eBike Market Trends

1

eBike Market TrendsJonathan Weinert, Sales and Marketing Manager, Bosch eBike Systems, Americas

March 7th, 2016 – National Bike Summit

1




Introduction to Bosch

Starting with Robert Bosch 129 years ago, our mission has always been

to create products “Invented for life.”

2




Pedal-assist eBike Market in Europe

Pedal-assist eBikes enjoy tremendous success in Europe.

Sales in thsd. pcs

CAGR14-22

+16%

3

Internal | AE-EB/RBU-AM_KM | 12/03/2015 | © 2015 Robert Bosch LLC and affiliates. All rights reserved.



End Consumer Online Survey

US nationwide

Distributed via

IBDs and eIBDs

Sept-Oct 2015

„Enter for the chance

to win an eBike“

Respondents

Gender F M

Bike owner: 64 323

eBike owner: 64 299

Non Bicycle owner 18 38

Total per gender 146 660

Total 806

4

Survey covers the who, what, where, when, why, and how

of eBike end-consumers




Who Rides?

“Baby Boomers” are the strongest eBike consumer group.

They ride for better health, fun and to get from A to B.

25%

25%

15%

13%

11%

8%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

"Baby boomers" (50 to 69)

What are the most important reason(s) you ride your eBike?

Other

To save time

To save money

To save the environment

To get from one place toanotherFor fun

For better health

1 1 413 19 23

32

101114

52

0

20

40

60

80

100

120

Nu

mb

er

of

part

icip

an

ts

Age distribution of survey participants (eBike owners only)

eBike owner

59%

5




Who Rides?

eBike owners in general are well-educated, mainly couples,

with wide income range.

18%

49%

15% 14%5%

0%

20%

40%

60%

1 2 3 4 5 or more

Number of people in household, including you:

Mainly

couples

4%

11%11%10%

14%13%

5% 5%

2% 2%

6%

0%

2%

4%

6%

8%

10%

12%

14%

16%

In what range does your annual household income fall:

1%5% 6%

26%32% 30%

0%

10%

20%

30%

40%

What is the highest level of education you have completed?

6




How do they use their eBike?


They use it most often for recreation, exercise, and commuting.

34%

20%18%

9% 9%7%

3%1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Which of the following best describes how you use your eBike? (Select all that apply)

7





8

3%1%

7%

13%

40%36%

27%24%

16%14%

8% 7%

0%

10%

20%

30%

40%

50%

Less thanOnce a Month

About Once aMonth

About 2-3Times aMonth

About Once aWeek

About 2-3Times a Week

Almost Dailyor Everyday

During the time(s) of year you ride your eBike, how often do you ride?

eBike owner Bike owner




How often do they ride?

Source: Sept 2015 Bosch online survey of bicycle and eBike owners. eBike (n=363) vs. Bike(n=387)

eBike owners ride more often than regular bicyclists.

Avg. frequency:

eBike

3.5 days per week

Avg. frequency:

Bike

1 day per week

9




How often do they ride?

Source: MacArthur (2015) Final Report (Forthcoming): Kaiser E-bike Pilot Project

Bicyclists ride more often after conversion to eBike

0

10

20

30

40

50

60

70

<1 day/month 1-3 days/month 1-3 days/week 4-7 days/week

%All Trips

Bicycle eBike

10




Where do they ride?


Growing potential for off-road eBikes.

35%

10%

29%26%

42%

12%

31%

16%

0%

10%

20%

30%

40%

50%

Paved roads Pavedsidewalks

Paved bicyclepaths

Unaved pathsor roads

What type(s) of roads/paths do you usually ride your eBike on

eBike owner bicycle owner

11

Source: Sept 2015 Bosch online survey of bicycle and eBike owners. eBike (n=363) vs. Bike(n=387)

Unpaved paths or roads


Introduction to Pedal-assist eBikes


eBike Policy

Federal government (CPSC) defines rules for selling eBikes: 1

Electric motor of less than 750 watts (1 h.p.)

Assistance engaged either through pedaling or by throttle

Maximum speed on a paved level surface, when powered solely by such a motor while ridden by an

operator who weighs 170 pounds, is less than 20 mph.

Fully operable pedals

States define rules for using eBikes: E.g. CA created three-classes of eBikes to clarify access to paved infrastructure.2

1. 2003 Consumer Product Safety Commission low-speed electric bicycle definition.

2. AB 1096 became law in CA Jan 1, 2016

12


Introduction to Pedal-assist eBikes


Defining eBikes

13

14Internal | AE-EB/RBU-AM | 12/03/2015 | © 2015 Robert Bosch LLC and affiliates. All rights reserved.



Next Steps

2016: BSPA eBike committee

working state by state to replicate

this model CA regulation in other

states:

Next target: New York!

Jan 1 2017: all e-bikes will be

labeled according to Type to assist

enforcement of the CA law.

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