Author: Joakim Stenberg
This subsidy scheme pushed the Swedish e-bike market to new highs as sales sky-rocketed with over 50 percent. It resulted in a total sales of 103,000 units in the September 2017 to August 2018 period. After the scheme stopped, the sale of electric bicycles did not completely collapse, but remained at an unexpectedly high level. This makes clear that Sweden is to be ranked among the largest e-bike countries within Europe.
After the really strong season in 2017 – 2018, sales in Sweden dropped with 2.3 percent to a total of 522,000 bikes during the September 2018 to August 2019 period. This is according to data provided by the Swedish industry association ‘Cykelbranschen’. The ceasing of the government’s subsidy scheme on the purchase of a new e-bike resulted in a 16.5 percent sales drop. In the named 2018 – 2019 period sales reached a total of 86,000 e-bikes compared to 103,000 the year before.
The use of e-bikes in Sweden has developed tremendously over the last years and is expected to continue. Overall, in Sweden (electric) bikes are now increasingly used for transport. It’s partly caused by the fact that traffic situations in the (fast growing) big cities are getting more complex. That the Swedes cycle more nowadays is also due to people’s awareness about health and the environment.
The right product at the right time
Current bicycle use underlines the fact that for Swedes, bikes are definitely the right product right at the right time. The standard (city) bike is still the biggest category, but e-bikes, MTBs and Trekking models are growing in market share. Popular cycling events and races like Vätternrundan and Cykelvasan are growing with more people joining in order to exercise. With today’s bikewear many people cycle to work or school. A growing number of employers offer facilities at the workplace for taking a shower and changing clothes after a ride into work. Youngsters also see no reason for having a driving license because of the expenses that come with car ownership today and because of the environmental aspects. Additionally, second cars are more often being replaced by a bike due to economics.