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Market Overview and Pedelec Product Niches

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Market Overview and Pedelec Product Niches

Presented by Susanne Brüsch

PR Manager at ExtraEnergy e.V., Germany

Managing Partner at CycleElectric

International Consulting Group, USA

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Light Electric Vehicles (LEV)

Pedelecs

E-Bikes

E-Scooters

Pedal Electric Cycles

Motor power linked to

muscle power

Classic Electric Bicycle

Motor power independent

from muscle power

Stand-up Scooters

Small sit-down Scooters

Motor power only

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Potential for Worldwide Market Growth

•

City Traffic Problem

Traffic jams, parking problems, air pollution, noise ...

•

Shortage of Fossil Fuels

Find alternative energy sources for transportation now!

•

Improved Transportation

In Asian countries, the bicycle is the predominant cheap transportation

tool Money is important to upgrade.

•

Health Issue

Lack of exercise of most people in the industrialized countries

•

Desire for Entertainment

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Challenges for Pedelec & E-Bike Industry

A successful market development essentially depends on:

•

Legislation

There is a demand for higher speed and motor power.

•

Technology

New energy storage systems provide higher speed, longer range and

less weight. Li-Ion batteries, fuel cells ...

•

Product Development & Design

Variety of products for different customer needs – outside appearance,

purpose, price. Reliable technology, convincing design.

•

Marketing

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To Pedal or Not?

Human Power dominates

Motor Power dominates

Bicycle

E-

Scooter

Pedelec

E-

Bike

Muscle

Power

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Easy Pedelec

• Classical bicycle with electric power assist

• Exercise, recreation and transport for those who find ordinary cycling too strenuous

• Light weight and easy to handle

• Mostly step-thru frames

• Average speed 17 - 25 km/h • Range app. 20 km Examples: Sram SPARC Panasonic Vivi Sparta Finesse

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City / Comfort Pedelec

• City and suburb transportation for commuting to work or school

• Meets comfort requirements we are used to from the car

• Comfortable saddle, full suspension

• Lockable luggage compartment

• Remote central locking mechanism against theft

• Possible wind, rain, and dirt protection, other features

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Commuting Pedelec

• For every day commuters up to a distance of 20 km

• For business people, courier services

• Stylish

• Comfortable seat, full suspension

• Cell phone hands-free speaking equipment , radio

• Cruising speed 30 – 40 km/h

• Insurance plate will be required which makes it safer against theft

Examples: BKTech Flyer Velocity Dolphin Aprilia Enjoy

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Folding Pedelec

• Foldable, light weight

• Ideal for hybrid commuters who use bus, car, train, metro

• Can be stored and charged in the flat, office, restaurant and be safe against theft

Examples: Dahon

Sony New Entertainment Vehicle Honda Racoon Compo

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Utility Pedelec

• Multi functional vehicle for load carrying and public transportation

• High power, enough for uphill climbing with heavy load

• Large potential as Pedelec-Richshaw in Asian cities

• Provides higher speed and more safety

Examples:

Bringewald’s Function Bikes Brox

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Family Pedelec

• Safe every day transportation for mothers with children in cities and suburb areas

• Economical family holidays

• Bicycles, tandems, or larger ones or trailers

• Good range and battery status display

• Comfortable seat, full suspension

• Possible rain, wind, dirt protection

Examples: Hoening ZEM

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Rehabilitation Pedelec

• New edition of handicapped vehicles

• Allows handicapped people to use the parts of the body they can

Examples: Draisin Hoening Roll-On

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Touring Pedelec

• Tourist and leisure vehicle for long distance rides at good cruising speed

• Good hill climbing capability

• Comfortable seat, full suspension

• Quality trekking equipment: Luggage bags,

Extra batteries,

GPS navigation system, etc.

• Excellent dual brightness lighting

• Exact display of battery status and remaining kilometers

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Wellness Pedelec

• Follows the new trend: Excercise, recreation and fun in one

• For customers of any age who take care of their health and body condition

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Sports Pedelec

• Young, trendy customers

• Sports, leisure, and image tool

• Power and speed (35 km/h and more)

• Individual design

• All wheel drive

• Extreme full suspension (downhill)

Example: Optibike

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Racing Pedelec

• Pedelec Formula 1 as important image tool

• Exclusive, aerodynamic design

• High speed

• Possible solar panel charging

Example: Tonkachi

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Exclusive Pedelecs

• Enthusiasts’ vehicle

• Individual design and technology

• Small production numbers

• Price is not an issue

Examples:

BKTech Flyer F10 Craftsmen Mantis

Craftsmen Classis Bikes Ace and Sunbeam

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Pick Your Pedelec!

Touring Sports Rehab Utility Exclusive Commuting Family Racing City / Comfort Folding Easy Wellness

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The Pedelec Is a Product Category of It

’

s

Own

•

There will be a Pedelec for every need

just as there is a car for every need.

•

Everybody is a potential customer!

•

We are at the very beginning of creating

a new generation of vehicles.

References

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