URBAN MOBILITY. SUCCESS FACTORS FOR THE ELECTRIC BIKE. JÜRGEN HÄUSSLER ecartec & World Mobility Summit Munich, October 2015

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1 URBAN MOBILITY. SUCCESS FACTORS FOR THE ELECTRIC BIKE JÜRGEN HÄUSSLER ecartec & World Mobility Summit Munich, October 2015

2 The daily challenge in cities Stop-and-go Traffic jams Crowded public transport 2

3 Bicycles and e-bikes promise urban mobility No more traffic jams No more parking problems Money-savers Good for the environment 3

4 Can e-bikes play a vital part here? Impulse research: 'e-bike in urban context' Focus on high-end / premium e-bikes Why premium e-bikes? 4

5 Can e-bikes play a vital part here? Thesis: similar dynamics as with premium cars Technological leadership Trailblazer of innovations Can initiate top-down effects Premium customers are often potential multiplier 5

6 Owners of premium e-bikes, living / working in urban context 52% years 28% years 62% University degree 59% Self-employed, executives, freelance professionals 6

7 Owners of premium e-bikes, living / working in urban context Self-conception Up-market demands: design, comfort, performance, quality, eco-chic, technological standard Interested in being part of the urban mobility avant-garde 7

8 Premium e-bike Persona, living / working in urban context ldprod Fotolia.com Jeanette Dietl Fotolia.com Monkey Business Fotolia.com bilderstoeckchen Fotolia.com contrastwerkstatt Fotolia.com Mitmachfoto Fotolia.com Mitmachfoto Fotolia.com opolja Fotolia.com Mitmachfoto Fotolia.com / Source photos: Fotolia.com 8

9 What's the main reason for first becoming interested in e-bikes in the urban context? 37% interest in innovative urban mobility 25% smart alternative to the car in the city 9

10 Why are these e-bikes so attractive? Joy of riding highly motivating Still a bicycle good for fitness & health It's cool! / Source photo: 10

11 Joy of riding 84% "Riding my e-bike is great fun!" "I always arrive with a grin on my face." IT developer, male, 43 / Source photo: 11

12 Better work-life-balance "I quit my fitness club membership, my workout now consists of the 12 km to and from school." Teacher, female, 34 "Keeps me fit without investing extra time: commuting and meeting clients is now the chance for a workout. That's work-life-balance at its best." Architect, male, 53 "I never rode my bicycle to the office, because I didn't want to be soaked with sweat all day long. Now I choose high support on my way to the office and low support on my way home." Secretary, female, 50 / Source photo: 12

13 Cool riding experience acing out the car in the city "With my e-bike commuting is no longer annoying. Now it's easy-going and fast, I just love it. It's cool." Attorney, female, 32 "In the car I always fussed about the others, the red traffic lights, everything. With the e-bike it's totally different, I'm totally relaxed." IT developer, male, 43 "I never thought I could do without my car. I always found a flimsy argument not to take the bicycle, now with my e-bike I adore this means of urban mobility." Psychologist, female, 55 / Source photo: 13

14 Which premium e-bike features are top of mind for customers? 82% Most important for premium e-bikes: design engine and battery 'invisible', understated appearance, not flashy And: performance, convenience, safety 14

15 e-bike a tool for urban multi-mobility? 70% use e-bike or car according to situation / needs 18% use e-bike instead of the car, predominantly on urban routes 12% use e-bike only 15

16 e-bike regular bicycle: cannibalization? 59% own e-bike and bicycle. Tendency: e-bike instead of car / public transport, bicycle in leisure time 29% replaced bicycle with e-bike 12% newcomer cyclists no regular bicycle before buying the e-bike 16

17 Premium e-bikes more than just a means of urban transportation Purchase decision influenced by match of e-bike and shop atmosphere ldprod Fotolia.com Jeanette Dietl Fotolia.com Monkey Business Fotolia.com to personal lifestyle bilderstoeckchen Fotolia.com dealer's empathy for premium customers dealer's e-expertise convenient service and after sales support contrastwerkstatt Fotolia.com Mitmachfoto Fotolia.com Mitmachfoto Fotolia.com opolja Fotolia.com Mitmachfoto Fotolia.com 17

18 Best Practise Premium e-bikes for urban mobility Berlin 18

19 WINGWHEELS Concept Store Customers voice 91% Highly satisfied as a WINGWHEELS customer 19

20 WINGWHEELS Concept Store Customers voice 84% Excellent choice of brands & models 20

21 WINGWHEELS Concept Store Customers voice 88% I like the atmosphere in the store 21

22 WINGWHEELS Concept Store Customers voice 85% Fast + competent response to individual preferences 85% Good e-bike expertise 82% Satisfactory time for test drives 22

23 Summary positive aspects of e-bikes in urban context Joy of riding No more traffic jams Cool! Fitness & health Good for the environment No more parking problems / Source photo: 23

24 Conclusion e-bikes = human hybrid, much more than a bicycle Potential as one successful sustainable solution for smart urban mobility 24

25 THANK YOU FOR YOUR KIND ATTENTION!