The weak economic environment is also noticeable in the bicycle market. Last year, sales figures from the industry to retailers fell below 400,000 bikes, a decrease of 6.1% to 395,426 units — about the same amount sold in 2016. E-bikes remained popular, and their market share of the overall bicycle market continued to grow in 2024, as reported on Friday by the Association of Sports Goods Manufacturers and Sports Equipment Suppliers in Austria (VSSÖ) and the ARGE Bicycle.
The decline in sales to retailers was expected due to the weak economy and lower consumer demand. Additionally, the market had moved past the disproportionate growth seen during the COVID years of 2020 to 2022 and has now settled at a “normal” level. Nevertheless, Hans-Jürgen Schoder, spokesperson for ARGE Bicycle, emphasizes the need for “political frameworks to stimulate the economy and strengthen purchasing power.”
Last year, sales in the sports and bicycle specialty trade fell by 11.1% to 1.05 billion euros. However, it was still the fourth consecutive year in which the billion-euro mark was surpassed.
E-Bike Market Share Increased
The main driver of revenue was e-bikes, which accounted for 77% of total sales. The number of e-bikes sold to retailers also increased in quantity, rising from 220,493 to 226,076 in 2024. The market share of e-bikes in the total market (including children’s bikes) rose to 57.17% (2023: 52.35%). Compared to Germany and Switzerland, Austria performed better. The e-bike market share in Germany was 53% and in Switzerland, it was 45% in 2024.
The increase in e-bike sales is attributed to state subsidies for e-bikes and the growing share of company bikes, according to VSSÖ. According to a survey by the association, the proportion of people with an active company bike contract in Austria has increased sixfold since 2022.
Among e-bikes, e-mountain bikes (up 210% to 8,569 units) and e-gravel bikes (up 53.9% to 5,677 units) saw particularly strong growth. The number of e-transport bikes sold to retailers rose by 48.7% to 7,527 units, while e-folding bikes saw an increase of 33.8% to 3,450 units.
Folding bikes and e-folding bikes were first subsidized in 2023, with subsidies expiring in 2024. VSSÖ and ARGE Bicycle are advocating for the reinstatement of subsidies. “Reviving the successful subsidy models for (e-)folding bikes and (e-)transport bikes, which expired last year, is urgent. They are a game-changer for sustainable mobility,” said Michael Nendwich, spokesperson for the sporting goods trade at the Chamber of Commerce and managing director of VSSÖ.
