E-Bike Sales Surge Across Europe, Yet Italy Trails Behind
The European e-bike market is experiencing a significant upswing, with sales projected to reach €12.47 billion in 2026, up from €11.32 billion in 2025, reflecting a compound annual growth rate (CAGR) of 10.18% (marketdataforecast.com). This growth is driven by increasing demand for sustainable mobility solutions, rising fuel prices, supportive government policies promoting green transportation, and growing health awareness among consumers.
Germany and Spain Lead the Charge
Germany stands at the forefront of this e-bike revolution, with sales reaching 2 million units, a tenfold increase compared to Italy (imarcgroup.com). The adoption of e-bikes in Germany has effectively replaced the need for a second car for daily commuting. Similarly, Spain has witnessed a surge in e-bike adoption, stabilizing its market and demonstrating a clear shift towards electric mobility.
The UK’s Resurgence
The United Kingdom has also seen a positive trend, marking its first growth in the cycling market since 2020. This resurgence indicates a rebound from previous declines, with consumers returning to stores and investing in both traditional bicycles and e-bikes.
Mature Markets: Netherlands and Switzerland
In the Netherlands, a 7% decline in bicycle sales is observed. However, this is not alarming, as the market is already saturated, and such fluctuations are considered normal. In Switzerland, while market consolidation is slowing, the popularity of e-MTBs, traditional mountain bikes, and gravel bikes is cushioning the impact, highlighting the Swiss preference for active tourism and off-road excursions.
Italy’s Struggle
Contrastingly, Italy’s e-bike market continues to face challenges. Despite the continent’s shift towards electric mobility, Italy’s sales remain dismal, indicating a deep-rooted crisis without a clear resolution.
Underlying Causes: Infrastructure and Policy Gaps
The decline in Italy cannot be solely attributed to high prices or inflation, factors affecting the entire European market. The root causes are political and cultural. Years of indiscriminate incentives have flooded the market without addressing the need for dedicated cycling infrastructure. Unlike Germany or Spain, Italy lacks a comprehensive vision. Local administrations often oppose the development of cycling lanes, and existing plans are underfunded. The general road environment is perceived as hostile to cyclists, with bicycles still viewed by many policymakers as mere recreational toys rather than legitimate vehicles on par with cars.
Future Outlook: Embracing the Bicycle as a Mode of Transport
European market data clearly points towards a future where daily bicycle use sustains and evolves the sector. E-bikes are pivotal in transforming citizens into urban cyclists. For Italy to revitalize its domestic market and improve urban air quality and livability, it must stop treating bicycles as a pastime. A cultural shift is necessary, along with the development of safe, connected infrastructure and policies that protect cyclists. Otherwise, Europe will continue to advance with pedal-assisted speed, while Italy remains stagnant, stuck in traffic, questioning why its bicycle market continues to decline.