ebike Market Trends US ebike Market Trends Jonathan Weinert, Sales and Marketing Manager, Bosch ebike Systems, Americas

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1 ebike Market Trends Jonathan Weinert, Sales and Marketing Manager, Bosch ebike Systems, Americas March 7 th, 2016 National Bike Summit 1 1

2 Introduction to Bosch Starting with Robert Bosch 129 years ago, our mission has always been to create products Invented for life. 2

3 Pedal-assist ebike Market in Europe Sales in thsd. pcs CAGR % Pedal-assist ebikes enjoy tremendous success in Europe. 3

4 End Consumer Online Survey US nationwide Distributed via IBDs and eibds Sept-Oct 2015 Respondents Gender F M Bike owner: ebike owner: Non Bicycle owner Enter for the chance to win an ebike Total per gender Total Survey covers the who, what, where, when, why, and how of ebike end-consumers Internal AE-EB/RBU-AM_KM 12/03/ Robert Bosch LLC and affiliates. All rights reserved.

5 Number of participants US ebike Market Trends Who Rides? Age distribution of survey participants (ebike owners only) % 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 to another For fun For better health 3% 100% 90% 8% 80% 11% 70% 13% 60% 15% 50% 40% 25% 30% 20% 10% 25% 0% "Baby boomers" (50 to 69) ebike owner Baby Boomers are the strongest ebike consumer group. They ride for better health, fun and to get from A to B. 5

6 Who Rides? 60% 40% 20% 0% 40% 30% 20% 10% 0% Number of people in household, including you: 18% 49% Mainly couples 15% 14% 5% or more What is the highest level of education you have completed? 32% 26% 30% 1% 5% 6% 16% 14% 12% 10% 8% 6% 4% 2% 0% 4% In what range does your annual household income fall: 11%11% 10% 14% 13% 5% 5% 2% 2% 6% ebike owners in general are well-educated, mainly couples, with wide income range. 6

7 How do they use their ebike? Which of the following best describes how you use your ebike? (Select all that apply) 40% 35% 34% 30% 25% 20% 20% 18% 15% 10% 5% 0% 9% 9% 7% 3% 1% They use it most often for recreation, exercise, and commuting. 7

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9 How often do they ride? During the time(s) of year you ride your ebike, how often do you ride? 50% 40% 30% 20% 10% 0% 3% 27% Less than Once a Month Avg. frequency: Bike 1 day per week 1% 24% About Once a Month 7% 16% About 2-3 Times a Month ebike owner 13% 14% About Once a Week 40% About 2-3 Times a Week Bike owner 36% 8% 7% Almost Daily or Everyday Avg. frequency: ebike 3.5 days per week 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. 9

10 % US ebike Market Trends How often do they ride? 70 All Trips <1 day/month 1-3 days/month 1-3 days/week 4-7 days/week Bicycle ebike Source: MacArthur (2015) Final Report (Forthcoming): Kaiser E-bike Pilot Project Bicyclists ride more often after conversion to ebike 10

11 Where do they ride? What type(s) of roads/paths do you usually ride your ebike on 50% 42% 40% 35% 29% 31% 30% 26% 20% 10% 10% 12% 16% 0% Paved roads Paved sidewalks ebike owner Paved bicycle paths Unpaved Unaved paths or roads bicycle owner Source: Sept 2015 Bosch online survey of bicycle and ebike owners. ebike (n=363) vs. Bike(n=387) Growing potential for off-road ebikes. 11

12 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 Consumer Product Safety Commission low-speed electric bicycle definition. 2. AB 1096 became law in CA Jan 1, 2016

13 Introduction to Pedal-assist ebikes Defining ebikes 13

14 Next Steps 2016: BSPA ebike committee working state by state to replicate this model CA regulation in other states: Next target: New York! Jan : all e-bikes will be labeled according to Type to assist enforcement of the CA law. 14