German Bicycle Industry Faces Slowing Sales and Waning Discounts

E-bike popularity grows, but overproduction and long-lasting models challenge the market's recovery from pandemic-induced fluctuations.

Bicycle sales in Germany declined by 2.5% in 2024, with 3.85 million units sold, down significantly from the 2020 pandemic peak of 5 million units.
E-bikes outsold traditional bicycles for the second consecutive year, accounting for over 2 million units sold in 2024, with their share expected to rise to 70-75% of the market.
High inventory levels led to steep discounts in 2024, with average E-bike prices dropping by €300, but many retailers expect these price reductions to end in 2025 as stocks normalize.
The industry's total revenue fell by 10.3% to €6.33 billion in 2024, partly due to lower prices despite stable demand for E-bikes and niche categories like gravel and racing bikes.
Germany now has 88.7 million bicycles, surpassing its population of 83.6 million, but industry leaders aim to increase the per-capita bicycle rate to match the Netherlands' 1.3 bikes per person.