The Electric Cargo Bike Market

Part
01
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Part
01

The Electric Cargo Bike Market (Part 1)

A deep search in public domain shows that Dutch Cargo Bikes majorly deals with the manufacturing of different kinds of cargo bikes, while Cero Bikes deals with the production of high-quality electric cargo bikes and accessories. Explicit information pertaining to the research has been entered on this attached spreadsheet. Below is a summary of the findings.

Dutch Cargo Bikes

  • The company deals with the production of different kinds of cargo bikes such as family bikes, business bikes, among others.
  • Some company's brands include Nihola Cargo Bike, Bakfiets Cargo Bike, Douze Cycles, Urban Arrow Bikes, among others.
  • The target market/audience of the company include young parents/families, commuters, people with the disability, businesses, tourists, and anyone who loves cycling.
  • The company's recent marketing campaigns: N/A

Cero Bikes

  • Cero Bikes deals with the production of high-quality electric cargo bikes and accessories.
  • The company's bikes come in four colors namely Halu Blue, Lightning White, Midnight Black (Acee Black), and Shio Grey.
  • The company targets the audience who want to use the car less often for running errands, commuting, shopping, among others.
  • The company's recent marketing campaigns: N/A

Research Criteria

We could find the requested information on both companies, but we could not find the recent marketing campaigns for both companies. To find the missing information, we employed the following strategies.

We began our search by going through the companies' official websites. Here, we checked their 2019 annual reports hoping to find how they have or how they are planning to increase their sales/revenue, this is, the marketing campaigns/strategies they have put in place to increase their sales. However, we could not find any recent marketing campaign or strategy for both companies. On the Cero Bikes website, we could find that the company offers a program called "CERO One Rent-Before-You-Buy Program". This program allows the clients to test the bikes before they can decide to buy.

Next, we went through their social media accounts such as Facebook, Twitter, YouTube, among others. Here, we were hoping to find any mention where the company states that it has launched a campaign to market it is products. However, we could not find any mention of a recent campaign for both companies on these sources. We could only find pictures of the products they are selling or launching.

Finally, we searched for the companies' news reports and interviews from their top officials. We went through sources such as Forbes, The Medium, among others. After a deep search in these sources, we could not find any relevant information on the companies' recent marketing campaigns.

NOTE: After the above strategies, we made an assumption that both companies do not have any recent marketing campaigns.
Part
02
of twelve
Part
02

The Electric Cargo Bike Market (Part 2)

A deep search in public domain shows that Bakfiets majorly deals with the manufacturing of family cargo bikes, while Worksman Cycles deals with the production of industrial cargo bikes. Explicit information pertaining to the research has been entered on this attached spreadsheet. Below is a summary of the findings.

Bakfiets

  • Bakfiets deal with the production of family cargo bikes.
  • Some model bikes produced by the company include Cargo Bike Short, Cargo Bike Long, Cargo Trike, Shadow Steps, Rickshaw, and Cargo Bike Business.
  • The target market/audience of the company are parents/families.
  • The company's recent marketing campaigns: N/A

Worksman Cycles

  • Worksman Cycles deals with the production of industrial (major product) cargo bikes and recreational bikes
  • Some model bikes produced by the company include Worksman Mover(TM) Industrial Tricycle M2626-3CB, Worksman Mover(TM) Industrial Tricycle M2626-CB, among others.
  • The target market/audience of the company include industries and commuters.
  • The company's recent marketing campaigns: N/A

Research Strategy

We could find requested information on both companies, but we could not find the recent marketing campaigns for both companies. To find the missing information, we employed the following strategies.

We began our search by going through the companies' official websites. Here, we checked their 2019 annual reports hoping to find how they have or how they are planning to increase their sales/revenue, this is, the marketing campaigns/strategies they have put in place to increase their sales. However, we could not find any recent marketing campaign or strategy for both companies.

Next, we went through their social media accounts such as Facebook, Twitter, YouTube, among others. Here, we were hoping to find any mention where the company states that it has launched a campaign to market it is products. However, we could not find any mention of a recent campaign for both companies on these sources. We could only find pictures of the products they are selling or launching.

Finally, we searched for the companies' news reports and interviews from their top officials. We went through sources such as Forbes, The Medium, among others. After a deep search in these sources, we could not find any relevant information on the companies' recent marketing campaigns. The Medium website only shows the places or events where Worksman Cycles tricycles are usually used, but it doesn't state the company's recent marketing campaigns.

NOTE: After the above strategies, we made an assumption that both companies do not have any recent marketing campaigns.


Part
03
of twelve
Part
03

The Electric Cargo Bike Market (Part 3)

Yuba Electric has been serving the industry since 2007. The company strives to provide clean mobility solutions by producing cargo bikes that allow people to carry stuff. Jinhua Jobo specializes in providing high quality, customizable electric bike. They have been in business for over 17 years. More information about these companies is in the findings below and row 7-8 of the attached spreadsheet.

Yuba Electric Cargo Bike

  • Yuba offers various bike options to fit different users. It has electric cargo, full-size cargo, compact cargo, front-loader cargo, and kids cargo.
  • Besides having these bike options, Yuba also sells over 40 types of add-ons and bike parts so one can customize their bikes according to their needs.
  • Yuba "creates clean mobility solutions" by creating bikes that allow people to carry stuff. Their mission is to "transform lives and society positively."
  • Yuba has been making cargo bikes for over 12 years and is one of the pioneers in the industry. The company focuses on safety and uses only the best names in its bike components, electronics, and materials.
  • Yuba's target audience are parents, children, commuters, businesses, and entrepreneurs.
  • Yuba creates video series on its YouTube channel featuring its products as well as teaching viewers how to choose a cargo bike.
  • The company also maintains a blog on its website to keep customers informed about its latest products or accessories. Their latest post introduces customers to their "wet weather gear."

Jinhua Jobo Technology

  • Jinhua Jobo sells different ranges of electric bikes, electric tricycles, and electric scooters.
  • Jinhua Jobo has been in the electric vehicle field for more than 17 years. The company focuses on producing the highest quality bikes and service.
  • Jinhua Jobo Technology's key selling point is its competitive and wholesale prices offered for its customizable folding electric and mini bikes. They also have a professional research and development team that can make one's ideal bike in one month.
  • The company targets brands or B2B customers who need wholesale, or customized orders with a minimum of 10 bike orders.
  • The company participated in the annual China Cycle Fair promoting its latest electric bike with suspension and integrated battery.
  • Jinhua Jobo is a diamond member and an audited supplier with Made-in-China, an e-commerce platform connecting buyers with Chinese suppliers. The company runs promotions on the website and has listed a total of 2,181 products for sales.
  • The company promoted the moved to a new factory and is now producing new and improved wheels for its bikes.
Part
04
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Part
04

The Electric Cargo Bike Market (Part 4)

XYZ Cargo strives to contribute to a better world by creating bikes that can "change the way we move things and people". Coh&Co sells bikes with various builds to suit the needs of different urban riders as well as consumers who are looking for cargo bikes. More information about these companies is in the findings below and row 9-10 of the attached spreadsheet.

XYZ Cargo

  • XYZ offers various cargo bike options to fit different users' needs. Their product ranges from two-wheeled to three-wheeled built, one sitter to two sitters bikes. The company also offers four-wheeled trucks for users who wish to carry heavy cargo fast and safe.
  • XYZ wants to contribute to a better world by creating bikes that can "change the way we move things and people". Their mission is to build functional cycles in a local, fair, and environmentally sustainable way.
  • The company uses advanced 3D-design tools for its materials while providing top quality and competitive pricing.
  • Besides having ready-made cargo bikes, XYZ's key selling point is its ability for users to customize and build-it-yourself.
  • Their products are easy to customize and rebuild.
  • XYZ Cargo participated in the 2019 Cargobike Roadshow promoting its XYZ Cargo Bike with a child bench.
  • The company organizes regular DIY workshops to market, promote, and educate customers who like to build their cargo bikes.
  • The company exhibited its XYZ Cargo Cycles in the various local and international exhibitions in the past two years.

Coh&Co

  • Coh&Co sells bikes with various builds to suit the needs of different urban riders as well as consumers who are looking for cargo bikes.
  • Their product range is Stoneweake Bikes, Wooka Bikes, and Velosled Cargo Bikes.
  • Coh&Co's bicycles are created by a boat builder and a designer. Together, they reinvent and redesign traditional bicycles into groundbreaking, sustainable, and hi-quality rides that can last for generations.
  • Coh&Co's offers the world's first recyclable, composite urban bicycle.
  • The company manufactures hi-quality bicycles and offers its riders a lifetime warranty on all frames.
  • The company targets B2C end customers, urban riders, as well as dealers who are looking to distribute their bicycles.
  • The company participated in the Eurobike 2019 exhibition promoting their line of carbon fiber bikes.
  • Coh&Co is active on various social media, particularly Instagram. They post regularly to keep followers and potential customers updated with their products. In one of its recent posts, the company organized an auction for a unique artbike collaboration where they donate all proceeds to the Global Footprint Network.
Part
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Part
05

The Electric Cargo Bike Market (Part 5)

Elian creates handmade, custom, cargo bikes for adult use in both urban and rural environments. Winther has been producing children's bike since 1932, and from 2007, has expanded operations to include adult and juvenile cargo bikes. Additional information for both companies can be found in the attached spreadsheet.

Elian

Product Offering

  • Elian's cargo bicycles contain a central steering hub similar to that used in motorcycle design. The hub is engineered to work with a mechanical rake for a balanced, controlled ride. This has the effect of creating a steering experience that is fluid, which reduces "flex" when brakes are applied. Elian's product offering includes the Classic Cargo E-drive, the Classic Cargo Urban, the Company Cargo, and the Classic Cargo Tour.
  • The Classic Cargo E-drive is designed for riding with cargo in challenging environments. The Classic Cargo Urban is built equipped with tram track proof tires, a speed integrated gear hub, and a Gates belt drive. Elian's Company Cargo targets the business market for small loads, and the Classic Cargo Tour is built to cover long distances.

Key Positioning and messaging

  • Elian's bikes are handcrafted, custom-built products tailored to individual client preferences. The company positions itself as one that creates a bike that is clean, safe, and easy to use, from a judicious use of materials and the application of techniques for precision and accuracy, The bike is designed for a smooth ride in crowded and challenging environments without sacrificing its utility.

Unique Differentiators

  • Elian differentiates itself from competitors with its small team dedicated to the production of custom-made, innovative, and clean cargo bicycles that are safe and easy to use. The team is responsible for the patented central hub steering design. This differentiation is reinforced with the company's key partnerships with other small, high quality, craft workshops such as Obst & Gemüse, and its use of legacy instruments, and machinery from the now defunct Roelens-Thoria workshop.

Target Market

  • The target market includes both individuals and businesses requiring the transport of smaller loads of cargo. Elian cargo bicycles are custom-built to suit the individual environment, and has been put to use in both challenging and congested urban environments, as well as for home use and in adventure biking.

Current marketing campaigns

  • Elian Bicycles has partnered with Obst & Gemüse, Swiss cargo specialist and bike shop, to create the Ultimate e-Cargo bike as part of the celebration of the ten-year anniversary of Obst & Gemüse. The new bike pairs Elian's lightweight steel frame with an e-bike motor assist with extra tire clearance. Production of the Ultimate e-Cargo bike has a limit of 20 pieces.
  • For the launch of the Elian e-Drive Cargo bike, the company sent out a press release with information on the technical features of the bike and the value add that this new bike brings to the market. The press release also provided links to the company website, a portfolio of images, and a PDF leaflet with full product specifications. Since the release of the new bike in September 2019 articles have appeared in Springwise, Dexigner, and Designboom.

Winther

Product Offering

  • Winther's product offerings include bicycles, trailers and trikes for the transport of children, adults, and for cargo.
  • For the purposes of transporting children the company offers the Kangaroo Luxe and Kangaroo Lite lines, the Winther trike 405, and trailer lines branded Marlin, and Dolphin.
  • Daycare options for the Kangaroo and Cargoo brands offers options for the transport of up to four children. Accessories for each brand is sold separately. For adults, Winther offers the C29 urban delivery bike which can carry up to 50kg. It also offers the Cargoo brand with a maximum load of up to 100kg. The Donkey trailer is a non-bike option offered for the transport of smaller loads.

Key positioning and messaging

  • Winther focuses production on cargo bikes, for adults and children. The company also sells educational toys in over 50 international markets.
  • Winther wants to make bicycles "that people enjoy." The bikes that people can enjoy from Winther are derived from a process placing emphasis on design, quality, and safety. Winther's ambition is to make bikes that are a pleasure to ride, handmade, derived from award-winning design, and that are environmentally harmonious.

Unique Differentiators

  • Winther has been making bikes since 1932. It has used this experience to develop a product designed from collaborations with industry experts and designers. Internal innovations in three-point steering is applied in the process of creating the handmade bikes. Cognizant of the nature of the cargo being carried by the bikes, safety features have incorporated head protection, harnesses, and shock absorbing cargo bases.

Target Market

  • Winther operates in the adult and juvenile cargo bike market, as well as the educational toy market.

Current marketing campaigns

  • Winther currently runs a social media campaign using the hashtag #mywinterbike. Users of the product are invited to post using the hashtag in Instagram and Facebook. The photos of persons using the bikes, or of the bikes in different locations are posted on the company website. Currently, there are several photos with the bikes in use.
  • For the Kangaroo Bike brand, the company is also involved in a series where Kangaroo Bike owners are interviewed. These videos are intended to be uploaded on the company website when completed. At present, there is a review of the cargo bike which was completed with a user from the United Kingdom.

Research Strategy

The research team began the search for the requested information on the websites of both companies. The websites provided details on the product offerings, key positioning and messaging, unique differentiators, and target markets. For Winther Bikes, the website contained information on the current marketing campaigns, and this was used in the brief. For Elian, the company website provided partial information on the current campaigns. Where elements were missing for Elian, the information was sourced from magazines such as Designbloom, Springwise, and Dexigner.

Part
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Part
06

The Electric Cargo Bike Market (Part 6)

The research team provided the needed information on Nihola and Chike Cargo Bike in rows 13-14 of this attached spreadsheet, including each company's product offering, key positioning & messaging, unique differentiators, and target markets. Unfortunately, there is no information on ad campaigns by Nihola or Chike Cargo Bike in the public domain, according to data by ad intelligence platforms, SEMrush and SpyFu.

Nihola Bikes

  • The Dutch Association of Cyclists recommends Nihola Bikes as "the fastest and easiest to steer cargo bike of all and provided the most pleasant ride," after the organization tested the company's products.
  • Significant characteristics of Nihola Bikes include safety, lightweight bicycles, hand-built in Copenhagen, as well as the company's experience manufacturing three-wheeled bicycles since 1998.
  • On Instagram, the hashtag, #nihola has over 6,159 posts from Nihola Bikes and happy customers alike; however, there was no information of an ad campaign to this effect.

Chike Cargo Bike

  • Chike Cargo Bike's target market includes young families and tradespeople.
  • The offers four three-wheeled products. They include Chike kids and Chike cargo, which are manually-controlled, and Chike e-cargo and Chike e-kids that works electronically.
  • Chike Cargo Bike publishes video content of its products on YouTube. Most of these videos have over 2k views and several likes; unfortunately, there was no information on an ad campaign to this effect.
  • As requested, the research team provided the needed information on Nihola and Chike Cargo Bike in rows 13-14 of this attached spreadsheet.

Research Strategy:

We researched the company directories of Nihola and Chike Cargo Bike, including their websites and social media accounts, in search of the needed information. This investigation yielded insights into each company's product offering, key positioning & messaging, unique differentiators, and target markets. Unfortunately, there was no data on ad campaigns publicly available. However, we found that each company uses social media to promote their products, but there was no data on ad campaigns. For example, Nihola uses Facebook and Instagram, while Chike uses YouTube.

Therefore, we proceeded to investigate reports by relevant media portals, hoping to find information on each company's ad campaigns. This time, we found reports by Practical Cycle, Kidscab, and others, but these reports discussed the products and exhibitions of each company and nothing on ad campaigns.

Finally, we examined data on ad intelligence portals, including SEMrush, SpyFu, and others, which revealed that none of these companies had an ad campaign, respectively. This finding confirmed the lack of information on ad campaigns by Nihola or Chike Cargo Bike. Hence, we filled the corresponding sections of rows 13-14 of the attached spreadsheet with N/A (not available).
Part
07
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Part
07

The Electric Cargo Bike Market (Part 7)

The Muli bike acts as both a bicycle and cargo bike. It's as long as a bicycle but its 100 liter cargo basket can be folded down to 28 liters while the Triobike is one of the world's lightest three wheeled bikes. Detailed information can be found in rows 15 and 16 of the attached spreadsheet.

Muli Bike

  • Muli's key positioning is that it is "both a cargo bike and an everyday bike in one."
  • The Muli bike is uniquely different from its competitors because it is the same size as a regular bicycle but has a collapsible cargo basket. This makes it compact in terms of space, easy to transport and park which makes it a great replacement for a vehicle.
  • Muli's target market is riding enthusiasts who want to save time and move efficiently from one point to another while being able to transport different cargo. It also targets pet owners and families with young children with its inclusion of a child seat.

Triobike

  • The Triobike offers four types of bikes, the boxter, the mono, the taxi, which is specifically designed for the elderly, and their cargo bikes which are specifically designed to carry cargo efficiently.
  • The Triobike is one of the world's lightest three-wheeled bikes. Furthermore, in 2004, they became the first cargo bike company in the world to be safety tested by the Danish Consumer Agency. They were also the first cargo bike in the world to introduce 5-point seat belts. Their key messaging lies in the lightness of the bike and its safety.
  • Apart from its lightweight and safety features, the Triobike boasts of its stability. The mono bike's front wheels are "slightly inclined to improve the handling and stability of the bike during the ride. Furthermore, our trikes are designed to lean to the inside when turning. This feature not only offers a smooth and comfortable riding experience: having the rider’s mass lean to the same side as the turn also increases stability and the riding comfort."
  • Triobike's main target market is families looking to move about freely with their children. This is evident with their safety features for their child seats. They also target the elderly with their taxi bike designed especially for them. Lastly, they target delivery companies looking to streamline their delivery process with efficient bikes with their cargo bike range of products.

Research Strategy

While a bulk of the information required was easily found on the respective companies' websites, we were unable to find any recent marketing campaigns for these two companies. Our efforts to find this information is outlined below.

In order to find out the current marketing campaigns, we first checked the official website of both the companies and scoured their publications and newsroom because if there was any campaign that resulted in the boost of their sales, then we assumed the companies would include that in their website along with the results of the campaign. However, through this approach, we were unable to find the information above mentioned.
We checked the social media platforms for both the companies, including Facebook, Twitter, Instagram, YouTube, to find out if the companies have posted anything about their current running marketing campaigns or if they have participated in any kind of E-bike events, exhibitions, or expos. We considered this approach because social media is one of the best ways for any company to inform its target market about a certain campaign and it serves them the best to attract new buyers. Further, we also manually checked both the companies in the Facebook and Twitter ad libraries, but it did not show any search results.
Finally, we moved on to check for the marketing campaigns through ad tools which could give us information on current as well as old ads that were launched by the companies. We used PowerAd Spy, AdPlexity, SpyPush among others to find out if there are any ads by these companies related to a marketing campaign, which are not available publicly.

After an exhaustive search, we concluded that these two companies did not have any recent marketing campaigns
Part
08
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Part
08

The Electric Cargo Bike Market (Part 8)

The attached spreadsheet, row 17-18, provides information on Douze Cargo Bike and Babboe.

Douze Cargo Bike

Product information
Key positioning and message
Unique differentiators
Target Market
Current Marketing Campaigns
  • Douze-Cycles took part in "Transport for London’s first Cargo Bike competition," where its new electric-powered G4e bike won for maneuverability and comfort.

Babboe

Product information
Key positioning and message
Unique differentiators
Target Market
Current Marketing Campaigns
Part
09
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Part
09

The Electric Cargo Bike Market (Part 9)

All the requested details regarding Tern and Urban Arrow have been provided in columns C to G of rows 19 and 20 of the attached spreadsheet.

Tern

  • Tern offers a wide range of folding bikes for different types of riders. Customers can select a bike according to their riding style.
  • Based on the customer's purpose, the types of bikes provided are Folding Bikes, City Bikes, Electric Bikes, and Cargo Bikes.
  • The key message that the company presents to its consumers is "Explore our bike designs, and find one that’s right for you". The key positioning of Tern is that its products have the greatest quality and are ideal for commuting, storage, and equipped with theft protection features.
  • The company's competitive advantage is that each of its bikes is serviceable and comes with a long 10-year warranty cover. Additionally, Tern allows its users to take a test drive of its bikes.
  • The company targets riders who like to travel through hills, commuters, and families.
  • In November 2018, the company launched its "BikesForBusiness program" in the U.S. and the UK." Under this program, Tern demonstrated how their unique e-bike solutions can help bring businesses closer to the community, and the community closer to the business.

Urban Arrow

  • The company offers different bikes namely Family, Shorty, Cargo, and Tender.
  • The key messaging for the company is "Whatever you need to bring — our products are designed to meet your needs." Additionally, the company has positioned its products by prioritizing consumers' needs.
  • The company's competitive advantage is that it offers products capable of carrying large loads for business. The Tender collection of bikes, as well as the Cargo products, are capable of carrying heavy loads for delivery for small businesses.
  • The company prides itself for doing business in 18 countries.
  • The target market includes families, business professionals, and those who want to carry their luggage.

Research Strategy

We were able to gather the requested information on both companies, but we could not find the recent marketing campaigns for either of them. To find the missing information, we employed the following strategies.
We began our search by looking through the companies' official websites and annual reports. We were hoping to find out how they have or how they are planning to increase their sales/revenue, that is, the marketing campaigns/strategies they have put in place to increase their sales. Unfortunately, none of the two companies have publicized any of their annual reports and the websites didn't yield any relevant information regarding marketing campaigns.
Next, we went through their social media accounts such as Facebook and Twitter. We were hoping to find any mention where the company states that it has launched a campaign to market its products. However, we could not find any mention of a recent campaign for both companies in these sources. We could only find pictures of the products they are selling or launching.
As a last resort, we searched for the companies' news reports and interviews from their top officials. We went through sources such as Forbes, The Medium, among others. After a deep search in these sources, we could not find any relevant information on the companies' recent marketing campaigns. Hence, none of the searches yielded any further results.
Part
10
of twelve
Part
10

The Electric Cargo Bike Market (Part 10)

Larry vs Harry offers a full cargo bike, Bullitt Bicycle, which can further be customized for more price. Riese & Müller offers E-bikes and E cargo bikes for modern urban society. More information is available in the attached spreadsheet.

Larry vs Harry

Product Offering
  • The company offers a full cargo bike "Bullitt Bicycle" purchase for a starting price of €2,130.00 which can further be customized for more price.
  • The company also offers its accessories like the all box, the convoy box, the plastic box, the foldable seat, side panel kit, canopy, Billboard, garage, honeycomb board, and damper kit.
  • One can also shop for accessories spare parts wheels / Tires & Tubes Saddles / Seaports Handlebar / Stems / Grips Drive / Chain / Sprockets Lights / Locks Swag directly from the website.
Key Positioning & Messaging
  • "Welcome to the universe of Larry vs Harry, go build a Bullitt, dig deep into the technical side of the beast or explore the wide range of accessories and add-ons available — pick your poison!"
  • “Because you’ll be the fastest cargo-carrier on two wheels.”
  • Through the Key messaging, the company is promoting its Bullitt cargo bike which is an environmentally friendly solution to getting around quickly, cheaply, and stylishly combating fuel prices and emissions.
  • It is positioning itself as the only company that enables the buyers to build their own customized cargo bikes online.
Unique Differentiators
  • The company's main selling point is that it makes quality kit only and it boasts that if the cargo bike got “Larry vs Harry” on it then it’s built to last.
  • The Bullitt cargo bike is a game-changer. It’s dirt cheap in comparison to running a vehicle, cycling is healthy and one will be amazed at how much time they save.
  • With quick delivery and availability, competitive pricing and a highly developed system of components and accessories, the company's competitive advantage is that their bike is the quickest, most flexible and durable solution currently on the market.
Target Market
  • Larry vs Harry's Bullitts are as different as the people who ride them and with years of experience.
  • The standard bikes are developed targeting solo commuters with cargo or friends.
  • The family bikes are developed targeting families with two children up to the age of 5-7 years.
  • The speedster bikes are developed for lightening quick commuters to office.
  • The tool bike with a load capacity of 145 liters is developed targeting professionals photographers carrying video/photo equipment, carpenter, plumber or any kind of craftsman locking up their tools.
  • The battery-operated steps Bullits is convenient for urban transport for families, businesses, professionals.
Current Marketing Campaigns
  • N/A

Riese & Müller

Product Offering
  • Riese & Müller offers E-bikes and E cargo bikes for modern urban society.
  • The bikes offered to vary from solos like super-elite, Roadster, super-elite mountain, bikes for a duo like multi-charger, superchargers and cargo bikes like Packster and Load versions made for cargo loading or families with children.
Key Positioning & Messaging
  • The future of mobility starts now.
  • No room for compromise, lots of room for adventure.
  • Beauty on the road.
  • Through key messaging, the company is promoting their E-bikes which comes with loaded technologies like state-of-the-art safety, control technology, and it is positioning itself as the key player in the future of E mobility.
Unique Differentiators
  • Each of the bikes represents a concept that has been carefully thought out for a specific purpose.
  • Not only does it embody superlative German engineering skills, but also most importantly passion and the way of working.
  • The E-bikes come loaded with technologies like state-of-the-art safety, control technology, the Bosch drive system, dual batteries featuring Bosch DualBattery Technology, carbon belt drive, and hub gear or sporty derailleur gear.
Target Market
  • Riese & Müller manufactures optimized E-bikes for athletes, commuters, families, bike tourists, tradesmen, and for everyone who simply loves cycling.
Current Marketing Campaigns
  • N/A

Your Research Team Applied The Following Strategy

Information on current marketing campaigns by Larry vs Harry AND Riese & Müller is not available. Likely, their campaigns (if any done by them) are not on a big level which is why the information on them is not available in the public data. The campaigns done are probably kept confidential due to the competition in the market.

In order to find out the current marketing campaign we first checked the official website of both the companies scanning through their publications, newsroom, journals because if there was any such campaign that resulted in the boost of their sale then the companies usually include that in their website along with the results of the campaign. However, through this approach, we were able to find the information above mentioned.

We checked the social media platforms for both the companies which included Facebook, Twitter, Instagram, YouTube to find out if the companies have posted anything about their current running marketing campaigns or if they have participated in any kind of E-bike events, exhibitions, expos. The approach was considered because social media is one of the best ways for any company to inform its target market about a certain campaign and it serves them the best to attract new buyers. During this strategy, we also manually checked for both the companies in the Facebook and Twitter ad libraries however it did not show any search results.

We then moved on to check for the marketing campaigns through ad tools which could give us information on current as well as old ads that were launched by the companies. We checked through a big spy, free spy, power ad spy, AdPlexity, SpyPush among others to find out if there are any ads by these companies related to a marketing campaign, which are not available publicly.
Part
11
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Part
11

The Electric Cargo Bike Market - Demographic Analysis

According to a survey report, about 12% of respondents owned an electric cargo bike and 70.5% of electric bike users in North America (electric cargo bike users included) were male, while 28.5% were female.

FINDINGS

  • The North American E-Bike Owner survey report states that about 12% of respondents owned an electric cargo bike.

1. Age

  • The age range of electric bike users in North America (electric cargo bike users included) — (2.3%) 18 and 24, (10.6%) 25 and 34, (19.9%) 35 and 44, (20.1%) 45 and 54, (27.9%) 55 and 64, and (19.2%) 65 years or older.

2. Gender

  • 70.5% of electric bike users in North America were male, while 28.5% were female.

3. Income

  • 5% of electric bike users in North America had an annual income of less than $15,000.
  • About 10 to 15% of electric bike users in North America had an annual income of $75,000 to $99,999.

4. Ethnicity

  • 85.4% of electric bike users in North America belonged to White or Caucasian ethnicity.
  • 4.1% of electric bike users in North America were Asian, while 1.3% were Black or African American.

Additional Insights

  • The global electric cargo bikes market was estimated to be USD 402.7 million in 2018. It is expected to grow at a CAGR of 13.3% from 2018-2026 to reach USD 1,095.2 million by the end of 2026.
  • Cero Electric Cargo Bikes, Jinhua Jobo Technology, Worksman Cycles, Dutch Cargo Bike, and Yuba Electric Cargo Bikes are some of the key players in the electric cargo bike industry.
  • The UK Department of Transport has funded £2 million to help companies invest in electric cargo bikes to fulfill last-mile deliveries.

RESEARCH STRATEGY

Despite an extensive search, information regarding the demographic profile of electric cargo bike consumers is scarce in the public domain.

Our first strategy was to look into market research portals such as Persistencemarketresearch, Transparencymarketresearch, IBIS World, etc. Although we were able to obtain the market size and the CAGR of the industry, the demographic profile of electric cargo bike users was not found. Also, we were only able to garner a few snippets of the report because the rest was behind a paywall.

Following this, we examined sources dedicated to electric bikes such as Light Electric Vehicle Association, People for Bikes.org, Electric Bike Association, etc. Our idea behind this strategy was to see if there are any survey reports or articles published concerning electric cargo bike users. The aforementioned sources typically publish strategic interests of light electric vehicle manufacturers and suppliers to promote the development, sale, and use of electric bikes worldwide through education and advocacy. However, we could not detect anything relevant to what we were looking for. Further, we also scanned Intelligenttransport, Cyclingindustry.news, Bicycling news, Bikeradar, etc. to find news articles on the electric bike market that included commentaries by industry experts, company spokespersons, etc. However, we only found the market size and trends surrounding the said market.

As our last resort, we proceeded to check the website of top companies manufacturing electric cargo bikes. Cero Electric Cargo Bikes, Jinhua Jobo Technology, Worksman Cycles, Dutch Cargo Bike, and Yuba Electric Cargo Bikes, are some of the key players in the market. The idea here was to find the demographic profile of the customers of the identified key players and then extrapolate that information to the global level to triangulate the required information. However, the websites of the key players did not provide any substantial data.
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Part
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The Electric Cargo Bike Market - Psychographic Analysis

Electric cargo bike consumers globally partake in sporting activities, particularly biking and cycling, and are interested in shopping online and in physical stores, computers, electronics, and technology.


A) Interests


B) Activities

  • Electric cargo bike consumers worldwide are into activities such as sports, specifically biking and cycling, and shopping online and in physical stores.
  • Consumers are also into reading about topics in news and media articles. They are also into computers, electronics, and technology, as well as finances such as banking, credit, and lending and browsing social networks and online communities.
  • Global consumers of electric cargo bikes are also health-conscious and into fitness, along with other physical activities to assist them in reaching their goal of being healthy and fit.


C) Values

  • As reported by Reuters, the majority of electric cargo bike consumers are environmentally conscious, which is one of their reasons for purchasing it against regular and electric cars.


D) Attitudes

  • According to a report from the National Institute for Transportation and Communities, consumers view safety as one of the primary factors in buying electric cargo bikes against standard bicycles. They feel safer when riding electric cargo bikes because of features such as electric assist and electric motors to help them navigate safer routes and avoid accidents by keeping up with the traffic speeds of other vehicles.
  • Electric cargo bike consumers are about eight times more inclined to claim "that their e-bike has helped them avoid a crash than they were to report that their e-bike has significantly contributed to a crash."


E) Opinions


Research Strategy:

Our research began by searching for useful information using research sources such as Research Gate and the National Institute for Transportation and Communities, among others. We also consulted media sources such as Reuters, Forbes, etc. With this strategy, we found relevant information concerning the psychographics of electric cargo bike consumers, including their motivations, activities, values, and opinions.

Next, we searched for the key players in the electric cargo bike market using Marketwatch, where we found several names of the leading companies. We then analyzed each individual company's website using SimilarWeb to search for the audience interests of those that visit their official sites. We ensured to only use the companies that are only selling electric cargo bikes and found the audience interests for Worksman Cycles and Yuba Electric Cargo Bikes, which we decided to use as the psychographic interest of the global electric cargo bike consumers.

Sources
Sources