E-bike White paper (3/5)
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 third part of the White paper.
Proven by research
In November 2018 we conducted our own research with 200 consumers in Germany. 74% of responders say that it is (very) important for the propulsion system to come from a well-known supplier.
When it comes to brand awareness, the leader was Bosch with 54%, followed by Yamaha (38%), Shimano (33%), Sachs (18%) and Brose with 9%. The high percentage score for Sachs shows that the brand can still leverage on their historical brand equity built in the past century. It will be interesting to see how the newly found Sachs Micro Mobility will be able to transfer this into their new offering for E-bikes. Besides the propulsion system, other components play an important role in the purchase decision for E-bikes: 62% pointed out the battery, 42% the brake system and 31% voted for theft protection.
Another data point is a readers’ survey conducted by the well-known platform ebike-mtb.com. They asked 10,622 riders from 79 different countries and the outcome shows, that the territory of propulsion systems in the eMTB segment has been staked out by the big brands. Bosch remains by the far most popular with 46%, Yamaha and Brose are second with 18%, followed by Shimano with 13% market share. They also asked the readers about their most favorite brands. The results for Bosch are in line with their market share at 45%, while Shimano’s brand preference is with 21% higher than their current market share.
Brose is following with 18%, while Yamaha got 10% and TQ 2,5%.
It is therefore clearly proven, that consumers demand specific propulsion system brands at retail level. As a result, E-bike customers have completely different shopping habits compared to people looking for conventional bikes.
Photo source: Brose
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