E-bike White paper (1/5)
Component Brands are driving the growth for E-Bikes. Throughout the White paper authors Tomas Vucurevic and Aljaz Urbanc explain how Ingredient Branding can help components manufacturers to extract more value from their innovations by transforming their technologies into brands.
This is the first part of the White paper.
What is inside?
Propulsion systems are driving the buying decision for E-bikes. Which other components might influence the buying decision of e-mobility means of transport in the future?
- First generation Component (Ingredient) Brands like Shimano, SRAM, RockShox, Fox or Magura have already become recognized marks of quality for the conventional bike sector. A bicycle fitted with a Shimano drivetrain is immediately associated with a certain quality by customers worldwide and is a significant influencer of the buying decision for a new bike.
- Now the performance, quality and brand positioning of the propulsion system are significantly influencing the purchase decision of E-bikes. Component Brands like Bosch, Brose, Shimano, Yamaha and others are dominating the conversations at retail level and the propulsion system fitted to the bike might just be the decisive factor for the purchase of a new E-bike.
- Consequently, manufacturers of key components for E-bikes without a clear Ingredient/ Component Branding strategy are falling behind and are in risk to reach a competitive position. They potentially face price pressure and loss of margin, as consumers are demanding their components of choice from their favorite bike brands.
- Driven by urbanization and other megatrends, e-mobility solutions including E-bikes pedelecs, scooters, boards and cars will continue to grow. People are looking for e-mobility solutions to complement or replace their current vehicle fleets with environmental friendly and efficient means of transport.
- Other relevant components like the source of energy (ethical batteries?), the navigation system of the driverless car (who is driving me?), the chassis structure (clean carbon?) might influence the buying decision for such new vehicles in the future.
- Therefore producers of such components have to consider how to engage directly with consumers in order to activate the pull-function on their component and to establish a relationship beyond the sheer performance of their product.
Photo source: BikeExchange.co.nz
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