Bike Europe 2019, edition 2

Volume 23, nr. 2 /2019

Trade Journal for the Bicycle, E-Bike & Scooter Market

E-Bikes Now Biggest Category in the Netherlands MARKET REPORT THE NETHERLANDS

P. 15

Accell CEO Ton Anbeek

‘We Will Not Pull Out North American Market’ NEW ALLOY WELDING TECHNOLOGY P. 19

SHOW REVIEW TAIPEI CYCLE

P. 10 - 12

INTERVIEW

P. 9

Thanks to unprecedented market expansion in Germany and the Netherlands in 2018:

E-Bikes Growing into Biggest Bicycle Category BAD SODEN, Germany - E-bikes have boosted the bicycle markets throughout Europe last year. In its biggest markets – Germany and the Netherlands - electric bicycles are becoming the biggest category.

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ast year an unprecedented market expansion has taken place in countries like Germany, the Netherlands and Sweden. Optimal weather conditions that made the

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cycling season start early and end late, pushed sales to the extreme. In Germany the e-bike sales volume hiked by a staggering 36% in 2018 compared to 2017. No less than 980,000 e-bikes were sold last year. Today every one out of four bicycles sold in Germany is an electric one.

In the Netherlands a likewise growth took place. E-bike sales increased here by 38% with a total sales volume that stood at 409,400 units.

“In the Netherlands e-bikes are becoming the new standard”, says Wouter Jager, Global Retail director at Accell Group and chairman of the section bicycles of the Dutch industry associa-

tion RAI. The e-bike’s market share jumped here from 31 to 40%, making it the biggest category in the Dutch market. In Germany the pedal assisted bicycles are also becoming the biggest category. According to the data from the Germany association ZIV, e-bikes have grown in 2018 to a 23.5% market share. It is expected that this share will increase to 30% in the medium term while 35% is called ‘realistic’ on a longer term. Total volume of the German market in 2018 stood at 4.18 million units. The unprecedented market expansion in Germany and the Netherlands is pushing total earnings

Amer Sports Sells Mavic to US Private Equity Firm HELSINKI, Finland – After announcing intentions to sell its bicycle business as part of the group portfolio, listed Amer Sports Oyj has entered into an exclusive agreement with global private equity firm Regent, LP to sell Mavic S.A.S. The purchase price is not disclosed. Amer Sports’ other bicycle componenets brand Enve

is not included in the sale. The completion of the contemplated transaction and the transfer of ownership is expected in the second quarter of 2019. The acquisition of Mavic will probably be completed before the planned Amer Sports takeover by the Hong Kong investor consortium led by Anta Sports.

in these markets with regular bicycles, e-bikes and P&A to levels previously considered unreachable. Total value of the German market increased to approximately €6 billion while for the Dutch market this amounts to €1.6 billion in 2018.

In Sweden a likewise development is taking place. Here e-bike sales have been pushed even further thanks to a government subsidy scheme. Sales upped by 51% in 2018 to over 100,000 units. First indications for 2019 show that e-bike sales started well in Holland with a 19% increase in January 2019.

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BIKE europe 2/2019

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BUSINESS Jan-Willem van Schaik Editor in chief

Leading Markets

Making way for more robot alloy frame production in Europe; two automation production specialists have joined forces.

It will bring turn-key alloy frame factories in Europe. Last month’s merger announcement of Bike Machinery srl and Mair srl points to that. It said, “With its robotised industrial machines, Mair has what Bike Machinery does not have. Bike Machinery has tubing processing know-how that Mair does not have”. Their merger focuses on automation machinery development, design and machine production. It is to bring about “More flexible, faster and more efficient technological solutions”.

Photo: Bike Europe

Call for Legal Electronic Waste Recycling Standards BRUSSELS, Belgium – The WEEE Forum has urged the next EU Commission to deliver legally binding quality standards for the recycling of waste electrical and electronic equipment. This Brussels-based European non-profit association speaks for 36 not-for-profit waste electrical and electronic WEEE producer compliance schemes. These schemes come into play for e-bikes and batteries.

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he WEEE Directive (2012/19/EC, formerly 2002/96/EC) came into force in Europe on 13th August 2012. The EU member states were obliged to transpose it into na-

tional law. According to weeefull-service.com, the service provider for companies distributing electronic products including e-bikes, “The WEEE Directive requires manufacturers and distributors to register all electronic equipment before market launch in the respective country, to apply for a WEEE number, to regularly report the quantity sold and to ensure that the products are disposed of in an environmentally friendly way. There is no European-wide registration authority; instead manufacturers and distributors must register separately for each country and many specific features need to be taken into account. For example, electronic equipment is not always assigned to the same category of equipment in each country. However, the category determines the cost of registration and disposal”.

Last February the WEEE Forum, policymakers, government experts and industry leaders

discussed how binding WEEE recycling standards will level the playing field across the EU for e-waste matters. WEEE Forum president, Jan Vlak, addressed the event and noted that the current situation is that most Member States of the EU are not on target to meet the 65% WEEE collection mark. Illegal practices, such as scavenging, give rise to loss of valuable raw materials and the release of hazardous substances into the environment.

Currently up to two thirds of WEEE is not being reported as properly collected and treated. The EN 50625 standards for WEEE treatment, a reference for the industry, address those challenges. President Vlak stressed that, in order to create a truly level playing field in the EU, compliance with EN 50625 should be made mandatory for all WEEE treatment facilities in the EU.

The bicycle industry has just concluded one of the two annual get togethers at an international show: Taipei Cycle.

Taiwan’s bicycle industry has finally picked up the e-bike trend, looking at the 2018 financial results from Giant and Merida. The topic was extensively covered in our first online magazine this year: ‘Taiwan’s industry reinvents itself’. The bicycle industry is more and more adapting to the new reality of the rapidly increasing market share of e-bikes and production close to market. This is in fact: Europe. The unprecedented market expansion of ebike sales in countries like Germany, the Netherlands and Sweden as we reported on the cover of this issue, will put this industry in motion. And this train is picking up speed very quickly.

The increasing revenues which come with e-bike sales bring financial resources to take this industry to the next level. Assemblers in Europe extend their facilities or switch from bicycle to e-bike production. But also for new entries the e-bike makes this market more attractive. In the previous edition we reported on GM market entrance with a dedicated e-bike brand.

They were not the first, but certainly not the last one from the automotive industry. They are together with their distributors, looking how to include the e-bike and bicycle in future mobility concepts. This will create all new opportunities for the next few years. janwillemvanschaik@vakmedianet.nl

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FINANCIAL

Dorel Reports Multi Million Impairment Loss MONTREAL, Canada – Today Dorel Industries Inc. announces drastic results for its Sports division (including Cannondale, Schwinn, GT, Mongoose, Pacific Cycles and Caloi) in 2018 and in the fourth quarter in particular. For the year, Dorel Sports’ revenue increased by US$ 17.6 million, or 2.0%, to US$ 883 million and had a gross profit of US$ 187.8.

new customer distribution points and an expanded product line. This includes a broadened line of electric ride-ons and entering adjacent categories, such as scooters.

Restructuring program “Dorel Sports was also affected by the on-going changes in the consumer products industry”, stated Dorel president & CEO, Martin Schwartz today. “We are in the process of actively addressing these realities. We are committed to continuing to take action to build value for Dorel shareholders, including making some tough but necessary decisions. Therefore, we will initiate a restructuring program to evaluate our global footprint and to optimise our company to meet these new realities”.

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owever, the company’s operating loss came in at a big US$ 229 million compared to an operating profit of US$ 21.8 million in 2017. According to the statement Dorel Industries issued today, “The miss in the fourth quarter was primarily due to the slowdown in bicycle sales across the board at Pacific Cycle as well as by the unexpected fourth quarter impairment loss on trade accounts receivable of US$ 2.1 million as Evans Cycles entered administration in the UK”.

‘CSG performed well’ Dorel’s Cycling Sports Group (CSG) performed well in 2018. “CSG posted double-digit organic revenue growth and significant operating profit improvement, mainly from growth in Europe and in the US sporting goods channel due to innovation in model-year 2019 products. In Brazil, Caloi also delivered double-digit sales and operating profit growth in Brazilian Reals, driven by a stronger mix of products, success with

Dorel Sports’ revenue increased by US$ 17.6 million, or 2% Dorel Sports was the bleeder in 2018 while Cycling Sports Group (CSG) performed well. their 29-inch mountain bikes as well as with the Cannondale line”, is reported. Dorel Sports expects to see a “rebound in profits for 2019. The segment revenue is forecasted to grow in the mid-single digits driven by price increases related to tariffs passed on to consumers at Pacific Cycle and volume and market share growth in CSG and Caloi. Also the operating profit at CSG and Caloi is expected to increase throughout 2019. CSG growth will be the results of recent restructuring efforts and product innova-

Photo: Bike Europe

tions particularly in the expanding e-bike category”.

Bike share programs Also at Caloi, Dorel expects increased sales with its expansion into the OPP segment (Opening Price Point) and OEM manufacturing for retail and bike share programs. Revenue and adjusted operating profit improvement at Pacific Cycle is expected mostly in the second half, based on the rapidly growing e-commerce channel,

“Like all consumer product companies, Dorel is not immune to the impacts of a changing retail landscape and evolving consumer habits”, adds Schwartz. “Traditional brick and mortar stores are facing difficulties as buying patterns of consumers evolve. We have recognised these new realities of retail require Dorel to be efficient, innovative, and nimble to maintain alignment with consumers. Dorel has been taking important steps to ensure that we can be competitive for the long-term and the online success of department Dorel Home is indicative of this.”

Decathlon’s 2018 Sales Up LILLE, France - Decathlon posted a global sales increase of 5% to €11.3 billion excluding VAT for 2018. Despite this positive result, the market was not as good as in the past four years for the sports retail giant. Between 2014 and 2017 Decathlon still generated a doubledigit sales increase annually.

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or the financial year 2018, Decathlon generated a net profit of €497 million. In 2017 Decathlon still posted a net profit of €610 million, a decline of 18.5%. Perhaps the decreased sales growth was the reason of the much-discussed appointment of Fabien Derville as the new CEO of Decathlon last December. Why Matthieu Leclercq, son of the founder of the world’s biggest sporting goods retailer (including bicycles), stepped down as CEO remains a mystery. French media de-

scribed it as ‘an ongoing crisis’.

In the past 12 months the retail giant opened shops in 12 countries which were not yet on the store list. These 12 countries include Canada, Chile, Austria, Lithuania, Greece, Democratic Republic of Congo, Kenya, Sri Lanka, Cambodia and South Korea. Decathlon now operates a network of 1,511 shops in 51 countries. Including opening new stores, Decathlon invested a total of €620 millionin 2018.

In the past year the retail giant opened shops in 12 new countries.

Photo: Decathlon

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FINANCIAL

Rossignol Group Relocates Time Sport Production SAINT-JEAN-DE-MOIRANS, France – Rossignol Group SA, the French outdoor company, announces the restructuring of Time Sport, the premium road bike brand bought by the group in February 2016. The management has decided to cut jobs and to relocate production.

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he Rossignol Group has chosen to transform Time Sport after three years of unprofitability. A plan has been set up “To optimise production and to improve the integration of Time Sport in the Group’s bike division bringing it together with Rossignol and Felt”, is pointed out in a company statement. It also underlines that “Time Sport bikes will continue to be designed and assembled in France”.

The significance of this statement is in the fact Rossignol is speaking of assembly and not manufacturing as until now.

Regarding the difficulties of Time Sport, the management said that “the number of production sites (Nevers and Voreppe in France as well as Gajary in Slovakia) is one of the biggest problems. It brings too much costs and with that a loss in competitiveness in a highly competitive premium bike market”.

Focus on Gajary in Slovakia As a result, the Voreppe (Isère) Time facility – where the premium bikes are partly manufactured - is at the forefront of the restructuring plans. It mentions 29 jobs of the 43 total that are to be cut. The Rossignol Group statement also talked about a complete shutdown of the Voreppe facility. Instead the French outdoor company is to concentrate its activities in its Gajary, Slovakia production site as well as in Nevers, France where Time Sport produces its pedal range. Next to production Time Sport is also relocating its design and marketing departments to the Group’s HQ in Saint-Jean-de-Moirans, France. “The transfer of all activities will begin soon while the Slovakian production facility will be operational this summer”, said Rossignol.

The Group has also changed the management of its bike division. Its former MD, Sylvain Noailly, has been appointed VP marketing of Rossignol’s “special program”. The bike division is now headed by Scott Rittschof as senior VP. For Time Sport a brand manager is to be appointed soon. For the other brands of the Group, Maxime Millet is in charge of Rossignol while Michael Forte is the GM of Felt.

Tripling cycling revenues Rossignol acquired Felt Bicycles in early 2017.

It was the outdoor company’s 2nd investment in

Frames and forks at Times Sport’s facility in Voreppe, France which is to close. cycling after the Time takeover. With the focus on cycling Rossignol aims to reduce its dependency on snow sports. In early 2017, at the time of the Felt takeover, it was said that Time Sport generated in 2015 some €10 million in revenue.

Felt Bicycles was said to generate annual sales of some €56 million. Total Rossignol’s annual

Photo: Time Sport

sales stood at €243 million in 2017, according to a Reuters report. The biggest money maker for the company is in exporting and sales of ski equipment. At the time of the Felt takeover it was said that Rossignol’s aim is to triple the revenues from cycling activities within four to five years. (MdC)

Shimano Reports ‘Robust’ 2018 Sales for Europe OSAKA, Japan – The Shimano Inc. 2018 financial report, published last Tuesday, holds positive statements on the performance of the European bike market. However, Shimano is less positive on the outlook for 2019 as Brexit looms as well as rising fiscal instability in Italy.

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verall (including its fishing tackle business as well as its limited operations for the automotive industry) Shimano’s 2019 net sales came in at JPY 348,035 million (€2,775 million); up 3.6% on the previous year.

The company’s operating income upped 2.1% to JPY 65,687 million (€524 million). It is striking what the Shimano 2018 financial report states

on its net income. It increased by no less than 40.5% indicating that throughout the company a thorough efficiency program must have been implemented. Net income increased to JPY 53,931 million (€431 million).

On its bicycle components business (which is by far the company’s biggest division) Shimano reports: “In Europe, retail sales of completed bicycles, mainly sport e-bikes, were generally robust partly because of the favourable weather that continued from April through the summer season, and distributor inventories of bicycles remained relatively low”.

It’s specifically mentioned that its new Steps mid-motors E7000 and E6100 for Sports e-bikes were well received in the market last year. The Shimano statement underlines what Bike Europe reported last November. This trade journal informed on “Soaring sales across Europe thanks to super summer”.

Shimano’s other main market Next to Europe, Japan is Shimano’s other main market for e-bike components. On its domestic market business, the world biggest parts maker for bicycles states: “In the Japanese market, retail sales of both sports bicycles and community bicycles remained sluggish, owing partly to unseasonable weather conditions, which started with the cold waves at the beginning of the year, as well as natural disasters.

Nonetheless, retail sales of e-bikes as a whole increased, and particularly, sport e-bikes has gained more attention. Distributor inventories remained at a slightly high level within an appropriate range”.

For its North American bicycle business Shimano states that unit wise it was down but valuewise up; in China bike sales dropped while for Southeast Asia and South America sluggish conditions are reported. Under these circumstanc-

Shimano reports that its Steps mid-motors E7000 and E6100 for sports e-bikes were well received last year.

Photo: Shimano

es Shimano net sales in bicycle components in 2018 increased by 2.6% to JPY 277,243 million (€2,214 million).

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CONFERENCE 2ND WORLD CYCLING FORUM World Cycling Forum features THE expert on future urban mobility who presents:

The Mobility System of The Future The Netherlands/Switzerland – The Conference that is organised by the World Federation of the Sporting Goods Industry (WFSGI) and Bike Europe puts the cycling industry’s near future into perspective. That future will be dominated by loads of new, disruptive technologies. What this brings to the sector will be explained at the World Cycling Forum by a series of expert speakers.

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t’s becoming increasingly clear that cycling can play a very important role in the efforts to limit global temperature increase and greenhouse gas emissions. But in order to double the modal share of cycling in the world’s biggest cities, radical and disruptive changes must take place.

Maritime forum location The 2nd World Cycling Forum will take place at a maritime conference location, hotel, restaurant and a touristic attraction in one; the ss Rotterdam is a unique and inspiring location to welcome your guests. It is at less than seven kilometres from Rotterdam The Hague Airport and only fifty kilometres from Amsterdam Airport. A floating venue with excellent accessibility for up to 3,500 guests with 12 event rooms, 29 meeting rooms, 254 hotel rooms, 580 parking spaces and several restaurants and bars. Discounted room rates for this very special location are available for all WCF 2019 participants.

‘The mobility industry is in full disruption with loads of new technologies filling the headlines’.

Just like every industry that is confronted with disruption, the changes come faster than most traditional players can prepare for. Yet, in all unpredictability there are some clearly foreseeable things. At the 2nd World Cycling Forum expert speakers will present clear view on what the near future will bring for the cycling industry in terms of mobility and sustainability.

Presentation abstract The opening keynote speaker of the World Cycling Forum 2019 will be Carlo van de Weijer (see box for more information). His World Cycling Forum presentation abstract says, “The mobility industry is in full disruption with loads of new technologies filling the headlines. Self-driving vehicles, electrification, drones, hyperloops, electric bikes and scooters. Just like every industry that is confronted with disruption, the changes come faster than most traditional players can prepare for. Yet, in all unpredictability there are some clearly foreseeable things”. Next to Carlo van de Weijer more keynote speakers will dig deep into how the industry is to meet its full sus-

World Cycling Forum is a 2-day International Congress that sets the stage for an industry-level dialogue.

Photo: WFSGI

tainability potential. The World Cycling Forum is a 2-day international congress that will focus on issues like the future of manufacturing; innovative materials & practices and sustainable processes & technologies.

Main theme of the forum

sets the stage for an industry-level dialogue and provides a series of events suited for networking.

The World Cycling Forum targets top managers and decision makers of bicycle and e-bike industry in Europe, US and Asia. It will take place on the former cruise liner ss Rotterdam in Rotterdam, Netherlands on 4 and 5 June 2019.

The theme of the World Cycling Forum 2019 is: “Putting Bicycle Industry at Core of Sustainable Development”. This 2-day International Congress

For more information and for registration details: www.worldcyclingforum.org

Keynote by Carlo van de Weijer Carlo van de Weijer is the opening keynote speaker of the World Cycling Forum 2019. He is THE expert on future urban mobility.

Carlo van de Weijer (1966) has a Master degree in Mechanical Engineering from the TU Eindhoven, Netherlands and a PhD degree with honors from TU in Graz, Austria. He carries a broad experience in the automotive industry with (among others) executive positions at Siemens and TomTom. Currently he is director of the Strategic Area Smart Mobility at Eindhoven University of Technology. He advises ministries and industries around the world on the future of mobility and is member of the supervisory board of several high-tech companies and start-ups. He is an international speaker on exponential technology and the future of high-tech, amongst others as faculty member of Silicon Valley based Singularity University.

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FINANCIAL North American market no longer regarded core market and excluded from financial results

Accell Reports Increase in Turnover and Profit HEERENVEEN, The Netherlands Accell Group NV saw its net turnover increase by 2.4% in 2018, while its operating result doubled to â‚Ź20.5 million. Just like in the previous year, Accell reports strong sales in Germany, Austria, Switzerland and France but a weak performance in North America and the Netherlands.

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ccell Group’s publication of the 2018 results came with the announcement that the ‘Lead Global. Win Local’ strategy is starting to pay off in its core markets.

Accell already reduced 30% of its SKUs and models while an additional reduction of 10% is targeted by Photo: Bike Europe end 2019.

However North America is no longer regarded as a core market. Accell’s core market, which includes the Netherlands, Belgium, DACH and others generated a 6.1% increase in turnover to â‚Ź1,033 million while the EBIT landed at â‚Ź54.0 million. “2018 was an important transition year, a year in which a strong foundation for the future of Accell Group was laid, said Accell Group CEO Ton Anbeek at the presentation of the 2018 financial results. After the announcement of the sharpened strategy ‘Lead Global. Win Local’ in March 2018 we changed the structure of our organisation and made additional costs for the further implementation of the strategy, especially investments in ecommerce, marketing, innovation and ITâ€?.

Financial highlights • Net turnover growth for the total group is 2.4%; accelerating from 0.3% in the first half to 5.5% in the second half. • Total group EBIT in 2018 landed at ₏33.0 million and excluding one-offs at ₏37.9 million. • Net profit increased from ₏10.5 million to ₏ 20.3 million mainly thanks to a ₏9.5 million revaluation gain on the previous held interest in Velosophy. • Growth accelerated from 3.2% in the first half to 10.4% in in the second half, ending at a growth rate of 6.1% for the full year. • EBIT of core business came in at ₏54.0 million (5.2% of net sales), and excluding incidental expenses at ₏58.9 million (5.7% of net sales).

Strategic review North America For Accell Group the North American business declined by 35.6% from â‚Ź94.8 million turnover in 2017 to â‚Ź61 million in 2018. In December last year Accell Group already announced a strategic review of its North American business. The conclusions on the future of the business are expected in Q3 2019 at the latest. For 2019 Accell Group expects continued growth in its core business, driven by a strong consumer interest in especially e-bikes and cargo bikes and strong innovations like the winning ‘E-bike of the year 2019’ in Netherlands with the Sparta M8B.

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Strategic highlights Accell Group has taken important steps in improving its operating model and operational performance, based on the sharpened strategy. 2019 will show continuation on the implementation of this strategy. • Central teams now fully in place and operational. Key senior management appointed. • Selective distribution contracts rolled out by mid-2019. • Improvement in availability of products/ brands key driver for further growth. • 3-pillar omni-channel strategy with e-commerce platforms and experience centres being rolled-out in 2019. • First single brand platforms will go live in H1 2019. • Innovation focused on urban mobility enabled by Velosophy and its main brand Babboe.

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ox is an international forwarding agent for import and export of air and sea freight, customs and warehousing. The company is part of Fox Group Holding, which offers services like couriers and distribution as well as solutions for order pick & pack and e-commerce fulfillment. This company is exclusively focused on providing logistic services in the bicycle sector. How much money Fox paid for its acquisition has not been disclosed.

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“From August 2018 onwards all regional and central teams have been up to strength and we are rolling out our omni-channel distribution strategy�, adds Ton Anbeek. In the second half of 2018 revenue growth accelerated and we achieved an improvement in the added value margin for the full year. Looking back on the year, we are satisfied with the progress made and the achieved results, strengthening our confidence in the strategy. The complexity in our assortment has been reduced by approximately 30% in most regions. Next to that a number of smaller and less efficient locations and entities have been divested. Progress has been made on the roll-out of new e-commerce platforms and experience centres, of which the first will go live in the first half of this year. The acquisition of our mobile bike service Beeline and the purchase of the e-cargo brand Babboe perform in line with the business case, with Babboe showing a strong net turnover in 2018.

The decision to focus on our growing core business shows that the strategic and financial targets for 2022 are realistic and within reach.

We will finalise our strategic study with regards to North America as soon as possible in order to eliminate profit dilution of the non-core business.�

Fox Global Acquired Bicycle Logistics Company ROTTERDAM, the Netherlands – Per 1 March Fox Global Logistics has taken all business activities of Bicycle Logistics Rotterdam.

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• Central organisation established and P&A is integrated in local sales teams, driving XLC brand. • Complexity reduction of 30% by SKUs and models delivered by end 2018. Additional reduction of 10% targeted by end 2019. • Almost ₏12 million contracted savings of which half contributed directly to bottom line. This will continue in 2019.

The takeover of Bicycle Logistics Rotterdam comes shortly after Fox acquired the company Hilton Service. With that Fox Global Logistics aimed at strengthening its regional transport and distribution capabilities. Also last September it took into operation a new and greatly expanded logistics center named The Fox Box, in Berkel en Rodenrijs, the Netherlands. Fox Global is headquartered in Rotterdam. From there the company operates five offices on strategic locations, offering a wide range of logistical services and solutions around the globe.

These services include sea freight import and export, air freight import and export, customs services and international express services.

Service package for bicycle sector “The takeover of Bicycle Logistics Rotterdam fits our focus to offer a total service package to the bicycle sector. With supply chain management, our own logistics services enable us to fully support customers at every level throughout the entire chain; from shipments out of Asia to have products delivered at consumers’ addresses“, is explained by Fox Group Holding CEO and owner Norman de Vos.

With takeover Fox Global Logistics aims at offering total service package to bicycle sector. Photo: Fox Global

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INTERVIEW “New digital platform will replace all existing brand websites”, said Accell Group CEO Ton Anbeek

Accell Group Premieres Digital Platform in UK with Haibike HEERENVEEN, the Netherlands – This year will be decisive for Accell Group’s ‘three pillar omni-channel strategy’. The strategy will be kicked off soon in the UK with the premiere of Haibike.co.uk. It’s the first brand website with ecommerce functionalities based on a new digital platform that will go live in the first half of this year. The launch of e-commerce platforms was announced by Accell Group last year. The company changed the structure of its organisation and invested in e-commerce, innovation and IT. “Since August 2018 all regional and central teams have been operating at full capacity and we are rolling out our omni-channel distribution strategy”, said Accell Group CEO Ton Anbeek in an interview with Bike Europe on the occasion of the 2018 financial results presentation.

Jan-Willem van Schaik

Can you give us update on the roll-out of omni-channel strategy as announced last year?

“We have developed a new digital platform that will replace all existing brand websites over time. We will start with Haibike in the UK. Next to new websites these platforms will also offer a wide range of e-commerce functionalities which will be implemented depending on local market situations. The second important part of our omni-channel strategy is the opening of new experience centres. In the first half of 2019 we will open a new one in the Netherlands, next to the existing centre ‘De Fietser’ in Ede. From now on experience centres will always be opened and operated in close cooperation with retailers. Their position is essential in our omni-channel strategy. Next to the Netherlands we will soon open experience centres in other countries as well . We will soon announce more about our experience centres”.

The online market in the US is developing much faster than in Europe. What experience from the North American market do you take to Europe?

“For sure we have gained a lot of experience in omni-channel distribution in the US. However we had to face reduced sales via the multisports retail channel. As we could not reduce the costs of this operation quickly enough in combination with the local market develop-

ments we decided to reconsider our position on the North American market. As announced last December we do consider the sale of our American activities. However we will not pull out this market. For example Haibike and Ghost could also be supplied via a distributor model. All options are still open. The North American market is developing completely different than in Europe. In particular the e-bike sales are much slower as a result of the large differences in legislation in the US between the states”.

Can you give us an update on the e-commerce part of the transformation to omnichannel distribution?

“For our e-commerce operations in the company we founded a dedicated department named ‘Accell Digital’ which is based in Amsterdam.

They handle the technical development and operations of the e-commerce platforms. Accell

In North America Haibike and Ghost could also be supplied via a distributor model.

Digital closely monitors visitor’s behaviour on our platforms as well as SEO. Despite the central management of the platforms you can’t do everything from one location. The input and

“We will not pull out of the North American market. Haibike and Ghost could also be supplied via a distributor model”, said Accell Group CEO Ton Anbeek.

Photo: Bike Europe knowledge of local markets from our local offices remain essential”.

In the financial statement of March 7 this year, you mentioned a substantial added value as well as supply chain savings as a result of the ‘Fit to compete’ program. Can you explain this?

“Accell Group’s ‘Fit to Compete’ program comes with a focus on three production locations only instead of eleven. These locations are in Heerenveen, the Netherlands, at Hunland in Hungary and in Izmir, Turkey. We focus on e-bike and bicycle assembly only and no longer on any other activity”.

On 2018 Accell Group reported increases in turnover and doubling of its net profit. However, it faced a difficult year on its local mar-

ket, the Netherlands. Contrary to a revenue jump by 25% to €1.2 billion of the total Dutch bike market in 2018, as reported by industry – and dealers associations RAI and BOVAG, Accell announced a decline here. It amounted to a revenue drop made with bicycle and e-bike sales in the Netherlands, Belgium and Luxembourg (Benelux) of 5.3%, to €205 million. Can you explain that?

“We stopped the relationship with a large internet player in the first half of 2018. The revenue loss that came with that could not be compensated in the first half of 2018. In the second half of the year revenues stabilised. Since the house show in September 2018 dealer confidence has increased resulting in an order portfolio for 2019 which is 10% higher than 2018. That gives us confidence for the future”.

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SHOW REVIEW TAIPEI INTERNATIONAL CYCLE SHOW 2019 As electric bicycles turn mainstream they are now biggest category in two of Europe’s main markets

Is Frame Supply Putting Brakes on E-Bike Growth?

TAIPEI, Taiwan – One of the show visitors aptly expressed the current market situation as reflected by last month’s Taipei Cycle. He said: “There are hardly any mechanical bikes left to see here”. As expected Asia’s biggest B2B show which ran from 27 to 30 March was all about e-bikes. But with them becoming mainstream now a big bottleneck is surfacing which could put the brakes firmly on further growth. That logjam is in the supply of mid to high-end alloy frames.

Jack Oortwijn

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lectric bikes dominated Taipei Cycle; the show’s 32nd edition with which it returned to its original March schedule. That e-bikes were everywhere is caused by the fact that finally also the most sceptical industry players in Taiwan are now convinced that this really is the category that is to shape the industry’s future.

Their earlier disinterest has changed completely. This turnaround could also be prompted by the anti-dumping duties now in place for e-bikes exported from China to Europe. It blocks the Chinese e-bike producers and exporters and with that offers opportunities for Taiwan makers. Opportunities that the Taiwanese are ready to capitalize on; in particular as their business is in desperate need for growth after years of decline; particularly volume-wise. However, what’s also surfacing and what one of the Bike Europe team members was emailed about, was an offer made by a Chinese e-bike exporter of a ‘coordinated’ supply of e-bikes through an assembler in Taiwan. During the Taipei show, another example of such a course of action via Turkey came to light.

Doubts versus realities As said, after years of decline the Taiwanese manufacturers are eagerly looking for growth opportunities. Whether an increase in production numbers is to come again is doubted by many.

It’s said and thought that the sale of every e-bike

comes at the cost of 2 to 3 regular bicycles. However, the latest reports on two main European markets bring to light that volume growth is now also returning. In 2018 in the Netherlands for the first time in four years the market also grew volume-wise. A total of 1,01 million units were sold.

This volume growth has been spurred by the huge increase in e-bike sales. That upped by 38% to close to 410,000 units. The same happened in Germany last year. Sales of bicycles and e-bikes combined increased 8.6% to 4.18 million units.

E-bike sales increased big in volume (by 36% to 980,000 units), but also in regular bicycles sales increased; by 2%.

rope within three years.

Luigi Seghezzi from Bike Machinery/Mair (the companies that recently joined forces) forecasts that within the next 3 to 5 years some 3 million e-bike frames will be made in Europe. In particular in Portugal, Poland and in Romania (by Italians). He expects that the biggest part of the 3 million frames will be made with what he referred to as ‘light metal’. Asked whether this means the return to ‘old school’ Reynolds 538 double or triple butted tubing, his answer was 'no'. It will be a very new type of light metal which will be matching the lightweight characteristics of alloy frames.

The new standard

Production relocation

“E-bikes are becoming the new standard”, commented Wouter Jager, Global Retail director at Accell Group and chairman of the bicycle section of the Dutch industry association RAI. In particular as e-bikes are now the biggest bicycle category in the Netherlands while the same goes for Germany. And it is widely expected that other countries are to follow suit. However, this will put alloy e-bike frame production, which is already under pressure, for much bigger challenges. With demand growing fast questions are raised on production capacity; is that enough to meet (near future) demand? And how fast can that capacity be expanded. This trade journal has put these questions to frame experts at Taipei Cycle and learned that there’s much more to it than just production capacity.

The other much discussed topic at this year’s Taipei Cycle was the ongoing production relocation as triggered by EU dumping actions and US tariffs on China made e-bikes and other products.

Even during Taipei Cycle’s opening ceremony it was a subject that two of the four official speakers referred to. They were proud to be able to say

Frame complexity What, next to capacity, also comes into play with alloy e-bike frames nowadays is that their complexity is on the up and up. E-MTBs are causing that, as well as parts integration like with batteries. It makes that these frames must be manufactured with much greater precision. This is not only limiting production output, but is expected to also raise prices substantially in the very near future.

The frame experts Bike Europe consulted at Taipei Cycle also made clear that production capacity problems will not be solved on a short term.

This will take three to five years. Astro for instance said in Taipei that a dedicated team inside the company is studying the feasibility of starting fully robotised alloy frame production in Eu-

Inauguration of Nangang Hall 2 within Taipei Cycle’s 32nd show edition went smoothly.

Photos: Bike Europe

‘welcome back’ to Taiwanese companies that choose to produce again in their home country.

Mr Tseng Wen Sheng, Deputy Minister, Ministry of Economic Affairs, said, “Giant Bicycles is repatriating some of its production to Taiwan from China, supported by the Ministry of Economic Affairs”. Next to Giant also Tektro and TranzX are switching production (partly) back to Taiwan.

And there are very probably more companies that will or are doing the same.

What the 2019 Taipei Cycle Show underlined is that the production of bicycles, e-bikes and bike products is changing drastically and on a massive scale. China is losing its place as one of the most important production centres. Next to repatriating to Taiwan increasing numbers of Taiwanese bicycle companies are relocating their production back from China to Vietnam. Merida and SR Suntour are the bigger names (partly) switching to Vietnam with smaller others like Composite Gear are following.

Next year’s Taipei Cycle Show is scheduled for 4 to 7 March 2020.

E-Bikes Boosting Sales of Taiwan’s Biggest Makers Taiwan’s largest bicycle makers are reporting high e-bike sales that boost their revenues. Giant Manufacturing Co. and Merida Industry Co. both see a stark sales momentum of electric bicycles. Giant shipped about 385,000 e-bikes in 2018; close to doubling the number recorded a year earlier. Merida more than doubled its e-bike shipments to some 143,000.

Increased e-bike sales resulted in a 9.4% revenue increase at Giant to TWD 60 billion (€1.72 billion) in 2018. The company told investors last December that its shipments of electric bicycles would reach 450,000 units this year, up 20% year-on-year, compared with singledigit percentage growth for its overall bicycle sales.

The 143,000 e-bikes Merida shipped in

2018 accounted for an increase of more than 50% on 2017. The company’s 2018 revenue grew 15.5% to TWD 25.8 billion (€741 million). Merida expanded its capacity for electric bicycles from 15,000 units to 20,000 units per month. Forecasts by institutional investors say, “Merida’s earnings growth will come from expanding e-bike sales, as low e-bike penetration in the US and European markets implies a huge upside.

In addition, the Chinese market has been recovering and the company’s investment in Specialized Bicycles Components Inc is also a positive factor”. In 2001, Merida bought a minority stake in Specialized Bicycles Components — the fourth-largest bicycle supplier in the US. It is said that this stake stands at about 40%.

Numerous Taiwan parts showed to be responding to what’s now clearly becoming a global trend.

BIKE europe 2/2019

11

SHOW REVIEW TAIPEI INTERNATIONAL CYCLE SHOW 2019

New MPF 3 mid-motor is with max output of 40Nm targeting city e-bikes.

Latest TranzX drive unit M17, a mid-motor for eMTBs and other sport e-bikes.

Metz announced in Taipei that high volume production starts in May.

Darfon split its business into BESV bikes and e-bike parts that were displayed at separate booths.

Complying to local content rules is this Bangkok Cycle’s EU styled e-bike; purchasing price stands at some US$ 1,000.

Astro plans to start fully robotised alloy frame production in Europe within three years.

With anti-dumping in place for e-bikes shipped to EU, the Taiwan industry is taking over from China.

Computer maker Acer steps into made in Taiwan e-bike batteries through its subsidiary MPS.

More and more software developers are to make e-bikes smart.

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2/2019 BIKE europe

SHOW REVIEW TAIPEI INTERNATIONAL CYCLE SHOW 2019

HYC Launches Recyclable Thermoplastic Frame Technology

Smart Charger Extends E-Bike Battery Lifetime

Displaying fully automatic frame production in combination with a 100% recyclable material made Hsin Yung Chien Co., Ltd. (HYC) one of the remarkable exhibitors at this years Taipei Cycle Show. The frames are mainly made of recyclable plastics.

The e-bike’s maximum range is an important feature for consumers which made manufacturers decide to get the most out of the battery. “E-bike manufacturers chose to charge the battery to 100% to yield the longest range, but this reduces the lifetime by more than 50% when you charge it to 80% only�, argues James Post of ECOpro Technology.

T

he concept of using plastics for frame building is not new in the bicycle industry. However, HYC developed the so called long carbon fiber reinforced thermoplastic composites for building bicycles frames as well as many other products. “This material combines long carbon fiber and one of the thermoplastic

HYC GM Tony Lin (l.) and manager Alex Chang presenting their frame made of thermoplastic composites.

resins into long carbon fiber thermoplastics pellet�, explained HYC general manager Tony Lin. “This pellet can be used for the production of light weight and strong products in any shape. But more important is that is can be 100% recycled and used again. Besides the sustainability, the material includes all the characteristics required for strong and stiff bicycle frames�.

Fully automatic frame production technology HYC is a very diverse company as the whole manufacturing process is done in-house, from producing the raw material, building the machinery and the final product. Started in 1964, it is Taiwan’s largest rubber conveyor belts manufacturer today and listed on the Taipei Stock Exchange. Over the years, they also developed multiple polymers and a heating path technology, now used for frame building. This technology is now put on the market for the bicycle industry “At Taipei Cycle Show we were looking for partners in the industry and to create more awareness for our fully automatic frame production technology�, said Tony Lin. “The bicycle industry is looking for innovative and sustainable frame production and our technology meets both requirements. For sure with this technology the average price of the final product is higher than for a regular alloy frame but this concept is 100% cradle-to-cradle and with that future proof.

“TT

he average lifetime of an e-bike battery is 3 years while the common battery lifetime and warranty for electric vehicles is 8 years�, says James Post. “The electric vehicle industry has not chosen to charge the battery to 100% at any time and discharge to 0% like the bicycle industry. Charging and discharging to the limits give too much stress on the battery. And in my opinion it is not necessary to offer the maximum range of an ebike battery at any time, as people do not always ride such long trips. Even the batteries of a Tesla do not discharge to less than 20%�. “Research by the battery laboratory at the University of Maryland (CALC) shows that the lifetime of lithium-ion batteries is doubled when the battery is charged to 80% rather than 100%.

The lifetime of lithium-ion batteries is doubled when the battery is charged to 80% rather than 100% Photo: Bike Europe

To solve this issue we have developed the smart charger. This allows the owners to choose between lifetime and range by allowing them to select the charge percentage. When riding a long trip they select 100% charge or only 80% (or even less) for short rides. I think this is the perfect and most flexible solution you can off fer. The smart charger is also the best solution for winter storage of the battery. The study showed that during storage, 40% charge results in a much longer lifetime of the battery. A standard charger doesn’t offer this option to charge to 40% only. The smart charger has a 40% storage option and can also monitor the charge during storage and will recharge when the capacity of the battery goes under 30% because of self-discharge�. The smart charger will retail for ₏69.75 and is available directly. It comes with a standard DC 5.5x2.1 plug while conversion cables will be available as well.

The leading purchasing, networking and expertise event for the bicycle industry in the Benelux

BIKE europe 2/2019

13

BUSINESS

Decathlon Puts More Focus on Bikes with New Brands for Each Category

Bohle’s Schwalbe Tyre Sales Reach Record Levels

PLOCHINGEN, Germany – With a campaign in Germany for its road bikes, Decathlon is introducing two new brand names: Triban as well as Van Rysel. These two are not the only new names coming for the bikes retailed by the sporting goods giant. Next to the already longtime used B’Twin name there is more to come.

REICHSHOF, Germany – Bicycle tyre supplier Ralf Bohle GmbH, owner of Schwalbe, increased its revenue by nearly 8% last year. “The warm and sunny weather made it an outstanding year for the entire bicycle industry”, says Ralf Bohle GmbH’s MD Frank Bohle. “We increased our sales to €187 million, an increase of 13 million over the previous year”.

M

arch 2019 will see Decathlon having “specific brands for mountain bikes, racing bikes, kid bikes, urban-/city bikes, cross/trekking bikes and folding bikes”. According to announcements made by Decathlon Sportartikel GmbH & Co. KG (Decathlon Germany) the French sporting goods giant decided “to create many small private labels”. This is done in order to better understand the needs of the athlete and to better tailor the products to their needs. This change would of course also affect the company’s bicycle business operating until now under the B’Twin brand. “After all, a mountain bike rider is not a road racing cyclist. Every category has its own needs and challenges. To do justice to this, our brand B’Twin will be split into different brands and will be operating under the umbrella of Decathlon cycling sports”.

Decathlon’s cycling HQ in Villeneuve d’Ascq where many new brand names have been born for the bikes of the sporting goods giant.

Photo: Bike Europe What this boils down to is that Decathlon will exclusively offer children’s bikes under its B’Twin brand. Other B’Twin branded bicycles – at the present time there are for example also some e-bikes offered “during a transformation period“ under this name – will be brought to bed. With a view on the launch of new road racing bikes, “two new brands have emerged from the development process”. While the ‘Road Cycling’ bicycles are riding under the new label name Triban, ‘Road Racing’ bikes are being offered under the new Van Rysel brand.

Decathlon’s new bike collection has been developed at the company’s cycling HQ in Villeneuve d’Ascqnear Lille. Production of the bikes takes place at different locations. The road racers with carbon frames for Van Rysel, for example, are assembled entirely in Villeneuve d’Ascq and shipped from there. Other new Decathlon brands that are coming this year are Rockrider (for mountain bikes), Riverside (trekking bikes) and Elops (urban-/city bikes). (JO)

T

he e-bike boom in Germany continued in 2018, as confirmed today by the German industry organisation ZIV. Thanks to the combination of beautiful weather and ongoing increase of e-bike sales, Bohle’s revenues reached record level. For Frank Bohle this showed that “cycling is not only fun, it also provides amazingly simple answers to major problems such as air pollution, congestion, noise or lack of exercise. We are convinced about the bright future of bicycles as a means of transport”.

Investments in logistic centre To facilitate future growth of the company, Ralf Bohle GmbH invests €17 million in 2018 and 2019 in its international logistics centre at the company’s head office in Reichshof, Germany.

Paris Celebrated Return of Public Bike Show PARIS, France – France and Paris are again looking to have a successful publicly accessible bicycle and e-bike show. At least this can be concluded from the very first Salon Vélo-in-Paris that took place from 8 to 10 March and attracted some 8,000 visitors. Is this initiative finally breathing new life in a bike show in France, since the renowned “Mondial du Deux Roues” Show is concentrating on cars and motorcycles only?

M

any in France no longer believed in the value of a bike show open to the public.

For years, numerous organisers have been trying to set up a ‘Salon’, which was ultimately ignored by an uninformed and/or unmotivated public. The famous Mondial du Deux Roues held at the Porte de Versailles in Paris in autumn had indeed left a great void since it starting to focus on cars and motorcycles only. Since then, attempts for shows have been tried in Paris, in Lyon as well as in Nantes.

They all ended in a flagrant failure. But with the new Salon Vélo-in-Paris things may well have changed. Boosted by the success of their B-toB ProDays trade fair for bike professionals, Denis Briscadieu (among others president of Cul-

ture Vélo; the franchising company operating 71 outlets in France) and his team decided to turn to the general public with an event in spring. And their idea attracted lots of enthusiasts.

From B-to-B to B-to-C Also from the industry as the Salon Vélo-in-Paris featured the major French brands like Peugeot, Gitane, Lapierre, Moustache and Matra. Also major international brands participated in the show with the presence of Trek, Giant, Orbea as well as Shimano. The parts maker saw the Salon Vélo-in-Paris as the launching platform for presenting its latest e-bike mid-motor generation. In total about 60 exhibitors joined the first Salon Vélo-in-Paris.

Test rides During the three show days some 8,000 visitors joined the event. A big part of them used the show to get to know electric bicycles. The show organisers counted that more than 2,000 e-bike test rides that took place.

The 60 exhibitors that joined the first Salon Vélo-in-Paris have already confirmed that they want to take part in next year’s show. Organiser Denis Briscadieu commented on what his first event brought about: “It’s the first time that there’s a cycle show in spring in France. It proved decisive to the success of the event. We do not believe in public shows in the fall fair anymore. In March, the brands can display the bikes that are in the stores. That’s bringing together consumers and trade. (IL)

During the three show days Salon Vélo-in-Paris attracted some 8,000 visitors.

Photo: Isabelle Leboeuf

“The new hybrid building will reflect our corporate values: technical dynamics, human creativity and the responsible use of resources”, explains Frank Bohle. “Where possible a sustainable construction is inspired by the cradle-to-cradle principle, and we only use materials that can be recycled at the end of its life-cycle. The topping-out ceremony will be celebrated on 5 April 2019 and completion is planned for 2020”. Another major investment in 2018 was the conversion of the global IT structure. At the beginning of the year, Schwalbe commissioned a new ERP and warehouse logistics system.

Today Ralf Bohle GmbH distributes Schwalbe tyres in 60 countries. Since 1973, the Korean family business Hung A has been the production partner of Ralf Bohle GmbH. In 1992 Hung A relocated production from Korea to Indonesia and in 2015 commissioned a second Schwalbe plant in Vietnam.

To facilitate future growth Bohle invests €17 million in its international logistics center.

Photo: Ralf Bohle

Raleigh UK Leaving Its HQ EASTWOOD, UK – Local UK media reports that Raleigh UK is set to sell its current HQ in Eastwood near Nottingham and move to a UK site that will allow it to “Capitalise on the growing demand for e-bikes”.

R

aleigh is applying to Broxtowe Borough Council to change the use of its Eastwood centre from industrial to residential and a planning application has been submitted for the site to create 125 homes. With Raleigh’s e-bike sales increasing 53% last year and predicted continued growth in the next three to five years, Raleigh officials are quoted as saying they want to relocate to a “multipurpose facility which is better suited to the business’s future demands”.

Raleigh MD Pippa Wibberley is quoted as saying: “The current site has become too inflexible and outdated to meet our changing needs.

This is why we have taken the decision to give ourselves the option to look for a different solution and one which provides us with extra flexibility as our business grows”. (RP)

Over 50% of Raleight UK is relocating to a Photo: Nottingham Post multipurpose facility.

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2/2019 BIKE europe

BUSINESS Four-compound factory in full operation

Vittoria Brings Next Generation Graphene Tyres BANGKOK, Thailand – Vittoria recently presented the 2nd generation Graphene tyres. “We aim to push the boundaries continuously and succeeded in the development of a new generation of Graphene tyres”, said president and founder of Vittoria Industries Rudie Campagne at the company’s compound factory in Rayong nearby Bangkok, Thailand. “Unlike the first-generation, the 2.0 Graphene is functionalised to enhance specific tyre performances”.

Jan-Willem van Schaik

V

ittoria launched its first generation tyres with Graphene in 2015 after the company stepped into this wonder material, named Graphene. A lot has happened since.

“Where the first Graphene compound generation raised the bar evenly, Graphene 2.0 pinpoints each tyre performance metric, and increases it disproportionally to the rest”, explained Rudie Campagne. “We are now able to apply Graphene in such a way that it can achieve a performance boost specifically for

speed, or wet grip, or durability or puncture resistance. For Vittoria it is of the utmost importance to continue to develop high quality products in order to distinguish ourselves in the very competitive tyre market, otherwise we will lose.

The e-bike is the biggest growth market in the industry and we focus on this segment as well with Graphene bringing important performance increases. Our next challenge is the urban category”.

Disrupt or be disrupted “The introduction of Graphene changed our company mission into becoming the number one in developing products with disruptive technologies and materials to provide the market with the best tyres and wheels”, continued Vittoria president Campagne. “Vittoria is every year applying tons of Graphene to its tyres and wheels making the company the largest Graphene buyer in the tyre world. Graphene interacts with rubber by filling the space in between the rubber molecules, which has been verified to increase all positive performance metrics.

Unlike the first-generation Graphene 2.0 is functionalised to enhance specific tyre performances. It pin-points each performance characteristic and increases it disproportionally to the rest. Vittoria is now able to apply Graphene in such a way that it can achieve a performance boost specifically for speed, wet grip, durability and puncture resistance”, claimed Campagne.

Graphene interacts with rubber by filling the space in between the rubber molecules, which has been verified to increase all positive performance metrics “The Graphene development will take our products to the next quality level. This is necessary for the long term future of the company and to distinguish ourselves on the market with so many suppliers”. Started in 2013, Vittoria has now produced 200,000 tyres with Graphene compounds. But this volume is going to increase rapidly as Graphene 2.0 will be applied for road in the Corsa, Pista and Triathlon competition tyres, the Rubino all road and the Zaffiro training tyres. For MTB’s Graphene 2.0 will be used for all categories and product lines.

European Graphene Flagship Project

Vittoria Industries president Rudie Campagne, showing a tyre made with 2nd generation Graphene enabling performance boosts for specific characteristics.

Photo: Bike Europe

is the right choice!

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The company’s strong position on the Graphene market was proven by the invitation to become an Associated Member of the European Graphene Flagship project. This consortium was created by the European Commission and brings 170 academic and industrial researchers from 23 countries together. With a budget of €1 billion, the consortium represents a new form of joint, coordinated research on a large scale, forming Europe’s biggest ever research initiative. The core mission of the Graphene Flagship is to bring together academic and industrial researchers to take Graphene from the realm of academic laboratories into European society within 10 years, thus generating economic growth, new jobs and new opportunities. “For Vittoria it is of the utmost importance to con-

tinue to develop high quality products in order to distinguish ourselves in the very competitive tyre market, otherwise we will lose”, said Vittoria Industries president Rudie Campagne during the presentation of the company’s secondgeneration Graphene bicycle tyres. Vittoria Industries is the largest single buyer of Graphene in volume in the tyre industry. “Joining the Graphene Flagship is a great chance for us to drive the latest research developments on Graphene to an industrial level”, said Rudie Campagne. “Therefore, we will be able to use Graphene developments to provide people with better performing products. The Graphene Flagship will also benefit from the presence of Vittoria as a member. Given its footprint on the industrial usage of Graphene, Vittoria is one of the leading companies in Europe in bringing such a disruptive material into everyday products”.

Vittoria Product Development director Stefan Anton added, “We will benefit enormously of its associated membership of this organisation related to Graphene in Europe. Access to research at partners’ institutions and to Graphene-related publications will be more immediate than ever. We now have the possibility to start our specific research with PhD scientists, to receive regular newsletters of recent developments and to participate in yearly graphene conferences”.

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BIKE europe 2/2019

15

MARKET REPORT NETHERLANDS Market value reached highest level in history thanks to the electric bicycle:

E-Bikes Now Biggest Category in the Netherlands AMSTERDAM, the Netherlands – Increasing consumer spending, sunny weather during the summer of 2018 and an ongoing interest in emobility products led to an unprecedented market expansion in the Netherlands. The e-bike’s market share jumped from 31% to 40% while the total market volume increased by 5.7% in units. In value, the Dutch market reached historical high levels.

Jan-Willem van Schaik

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or the first time in four years, the market volume passed the threshold of 1 million units.

A total of 1,01 million units were sold in 2018. Even more important was the 25% increase in market value from €976 million in 2017 to €1,220 million in 2018. This highest turnover ever is the result of the e-bike’s popularity. In 2018 this category generated two-thirds or €823 million of the total turnover in the market. Experts who claimed three years ago that e-bike sales had reached saturation levels in the Netherlands proved to be wrong. While the e-bike’s market share hovered around 30% in the past years, sales jumped to 40% in 2018. The total ebike market is now 409,400 units, an increase of 38%. The e-bike is now the biggest category in the Netherlands, next to the traditional city bikes.

“The e-bike will become the new standard”, said Wouter Jager, Global Retail director at Accell Group and chairman of the section bicycles of the Dutch industry association RAI who published these figures last week Friday.

Wouter Jager pointed out that the city bikes market share also declined thanks to the growing market of bike sharing systems and swap bikes.

“Looking at last year’s market statistics we expect that e-bike sales will continue to grow in the Netherlands. Not only older people cycle more often and at higher ages, also the number of kids going to school as well as commuters are increasing. Traffic congestion and air pollution caused

by cars are top of mind in the Netherlands so more and more people choose an environmentally friendly means of transport. For a lot of people the e-bike is the sustainable choice. We do expect that nearly all bicycles in the Netherlands will be electrified, except for certain categories, like kids and sports bikes.” Due to the popularity of the e-bike, the average purchase price of a new bicycle increased to €1,207 in 2018, that is 18% more than the year before. In 2011 the average retail price was only €734. Though the IBD is still the dominant distribution channel with 76% of all bicycles and e-bikes sold in the Netherlands, the importance of webshops is increasing.

Less positive news was reported by the RAI association regarding the speed pedelec sales. In 2018 sales dropped drastically by 40% from 4,561 units in 2017 to 2,735 speed pedelecs last year. Wouter Jager pointed out that this was mainly the result of infrastructural issue regarding this category. In the Netherlands speed pedelecs are not allowed to use the cycling infrastructure and they have to share to road with cars. “This limits the sale of speed pedelecs as people don’t feel comfortable sharing the road with cars which drive at a much higher speed.

The potential of speed pedelecs is huge as 61% of Dutch people live less than 15 kilometres from where they work. For a lot of these people, the speed pedelec is a reasonable alternative to their current mobility”, said Jager.

Investment in infrastructure The RAI association sees the sales increase as an important boost to a more sustainable mobility system and healthier society. Earlier research showed that people who own a new bicycle usually spend about 10% to commute and 27% more kilometres for recreation by bike.

With the simplification of the tax rules for bicycle commuter as of 1 January 2020, RAI association expects bicycle sales to increase by around 150,000 units annually. However a precondition is that towns and cities are easily accessible by bicycle. The RAI association sees an important role for local and regional governments to increase spending in cycling infrastructure.

Photo: Bike Europe

Bicycle Categories in the Netherlands 2014

2015

2016

2017

2018

+\-

41%

42%

43%

42%

34%

-8%

7%

5%

6%

5%

4%

-1%

Kids bikes

12%

14%

12%

12%

11%

-1%

E-bikes

21%

28%

29%

31%

40%

9%

Others

9%

11%

10%

10%

11%

1%

City bikes Hybrid bikes

Source: RAI Vereniging

Netherlands Bicycle Market 2013 - 2018 2013

2014

2015

2016

2017

2018

+\-

1,008

1,051

983

928

957

1,011

+ 6%

797,264

886,605

899,020

936,829

976,034

1,220,291

+ 25%

till 300

18%

14%

12%

11%

11%

12%

301 t/m 499

15%

17%

17%

16%

19%

14%

500 t/m 699

21%

22%

21%

22%

21%

19%

700 t/m 899

18%

20%

16%

15%

13%

13%

More than 900 euro

30%

27%

33%

35%

36%

42%

Average retail price in euro

791

844

914

1,010

1,020

1,207

+ 18%

Average retail price at IBDs in euro

989

974

1058

1,091

1,086

1,222

+ 13%

Sales in units (x 1,000) Market value (x € 1,000) In price categories

Not All Brands Successful on Dutch E-Bike Market Not all brands could benefit from the rapidly increasing e-bike sales in 2018 in the Netherlands. According to Dynamo Retail Group GM Maarten de Vos, “The market for the well-known A-brands is under pressure. In GfK’s consumer research panel, which shows the total bicycle market, we see a market development that worries us”. The dealer cooperative operates shop formats like Bike Totaal, Dynamo Retail Service, Fietswereld and Profile de Fietsspecialist in Holland, Belgium and Germany, has some 800 affiliated dealers/members.

“Dynamo Retail Group have experienced 21.3% growth in bicycle turnover, where the GfK shows 11.6%. We have also generated a 38.2% growth with e-bikes,

For the first time in four years, the market volume passed the threshold of 1 million units.

while the GfK shows 18.8% growth. With our formats Bike Totaal and Profile de fietsspecialist we have increased our market share substantially. However these GfK statistics also indicate that the market for electric bicycles in the non IBD channel, which includes online and direct selling brands like Amslod and Stella, is growing twice as fast. The market for those providers has doubled in the past year”, said De Vos. “Up to now, we have always thought that these brands would not grow their sales so quickly as the service e-bikes require would limit their growth. However in 2018 year they have managed to increase their market share substantially to 28% in units”.

Source: RAI Vereniging

Speed Pedelec Sales in the Netherlands* 2014

2015

2016

2017

2018

Stromer

211

472

715

1.864

973

Riese und Mueller

739

903

824

792

533

22

128

519

469

205

Gazelle Dutch ID

12

42

130

251

Accel Nederland

79

126

124

123

Flyer

125

Klever

112

Specialized Others Total * in units Source: RAI Vereniging

139 307 2,373

478 3,490

523 3,468

565 4.506

274 2735

16

2/2019 BIKE europe

BUSINESS

next CEN TU RY please

Unprecedented properties as the carbon atoms in Graphene are superconductive:

Innovative Technology for E-Bike Batteries DOETINCHEM, the Netherlands – It’s finally coming; the highly needed technology which is to revolutionise batteries including the ones for e-bikes. It’s coming with Graphene-Lithium. The addition of Graphene nano-technology to Lithium batteries brings unprecedented properties as the carbon atoms in Graphene are superconductive.

O

ne of the experts in the field of e-bike batteries that Bike Europe regularly consults, informs of a breakthrough in battery technology – “which we all have been waiting for� – is now coming. He says: “Over the years I have been writing articles on what to expect in the near future for groundbreaking developments. The conclusion was that everything seems possible at lab level, but that this usually does not lead to any production result.

That’s now different.�

Working prototype at Eurobike The difference is that there are now working prototypes of the batteries with Graphene-Lithium nano technology. The Bike Europe expert, who for now wants to remain anonymous, informs that there’s now “one manufacturer that

is a lot further with the Graphene-Lithium nano technology. Samples are already available for individual testing�.

The Graphene-Lithium nano technology in ebike batteries brings primarily a much-improved energy density. Even 2.5 times better! “The energy density at the 18650 cells of this manufacturer is approximately 2.5 times better, compared to a 3.5Ah 18650. The price per kWh will initially be at least the same but will decrease as time goes on and production numbers grow. My estimate is that from the beginning of 2021 these batteries will gradually become up to 40% cheaper compared to li-ion batteries�, says the battery expert.

‘Samples are already available for testing’ At the upcoming Eurobike show, taking place 4 – 7 September, 2019 in Friedrichshafen, Germany, a working prototype will be available. At least that’s currently in the planning. Already close to a decade ago the EU announced a one billion euro subsidy program for the development of Graphene applications and products.

This was followed in 2016 by an announcement of the Chinese central government on founding the ‘China International Graphene Industry Union’. This NGO has been set-up for the industri-

Graphene-Lithium nano technology in e-bike batteries brings primarily a much-improved energy density. Even 2.5 times better!

Photo: Bike Europe alisation of graphene as China is one of the most graphite-rich countries in the world.

Integrating graphene in bike products Such industrialisation happened already within the bicycle industry for a number of products by Vittoria. This company started working with Graphene in 2013 already. Vittoria holds distribution rights for various countries of pristine Graphene

nanoplatelets. The tyre and wheelset producer managed to integrate Graphene into tyres and composite material for carbon wheelsets. Numerous possibilities are there for other companies in the bike industry to integrate Graphene in their line-ups as it brings unprecedented features to carbon frames, other composite products, textiles, as well as electric (e-bike) parts because Graphene is also a superconductor.

BIKE europe 2/2019

17

BUSINESS ‘E-bikes contrary to e-scooters are a lifestyle product and are not only perceived for transport use’

Major Motorcycle Importer Enters E-Bike Market WEIDEN, Germany – Motor Sport Accessoires GmbH (MSA) – longtime Kymco importer for Germany and Czech Republic and one of Europe’s major importers of motorcycles and scooters as well as ATVs – is entering the European bicycle and e-bike market. For that the company targets its existing dealers in the countries it is already operating in, which are Germany and the Czech Republic. Next to them MSA is also looking for distributors and dealers in various EU countries. They are to distribute MSA’s own bike and ebike brands Trenoli and Bionicon.

Jo Beckendorff

A

lready five years ago MSA created its own e-bike label Trenoli. The at that time a big drop in 50cc scooter sales triggered the company to start with electric bicycles.

MSA GM Gerald Federl says about this course change of his company: “The big drop in scooter sales resulted in dealers looking for mobility alternatives. That’s why we created Trenoli�.

Lifestyle product What also played a role in the consideration of starting with e-bikes, explains the MSA general manager, is the fact that “e-bikes contrary to escooters already became a lifestyle product and are not only perceived as for transport use, but also plays an important leisure role. Next to this, and very important for us, is that e-bikes appeal to a different target group�.

Other benefits that come with 25km/h e-bikes (the only category currently offered by MSA) are that there are no helmet and insurance obligations. And what also contributed to the company’s decision to start in e-bikes is the fact that in the Powered Two-Wheeler sector almost all dealers operate multi-branded stores in which the e-bike brand Trenoli fits.

After starting with Trenoli MSA scaled up its activities in bikes. The company took over the exclusive distribution of the iconic folding bike brand Strida for Germany and Austria. Furthermore, Bionicon was added to the portfolio. This MTB brand was acquired by MSA last year. Next to the product expansion MSA also acquired expertise in bicycles for being able to effectively reach out to IBDs. Apart from four (out of the twelve MSA has) sales reps focusing on bike dealers there are (product) managers for developing the Trenoli and Bionicon line-ups.

Motor Sport Accessoires GmbH MD Gerald Federl. This major importer of Powered Two-Wheelers invested heavily in its entry into the e-bike market.

Photo: Jo Beckendorff The investor behind MSA The MSA HQ in Weiden, Germany houses, next to offices, the company’s flagship store Zweiradcenter Weiden. MSA is owned by investor Peter Unger. He is the founder of car parts – repair chain Auto-Teile-Unger (A.T.U.) which he sold in 2004. After that he successfully invested into

various businesses including real estate as well as in MSA GmbH which he founded in 1994. On the grounds of the MSA HQ there’s also the company’s logistics centre where its motorcycles, scooters as well as (electric) bikes and parts are stocked. MSA offers its dealers a within 24 hours shipping service.

FAIRAND SQUARE Discover THUN’s new torque sensor X-CELL RT 2.0 for pedelecs and e-bikes at CHINA CYCLE 2019 (booth no. H2-D0015) MADE IN GERMANY

THUN

18

2/2019 BIKE europe

BUSINESS European Parliament takes step towards safer vehicles for cyclists and pedestrians

New Technologies Make Cycling Safer BRUSSELS, Belgium – The European Parliament has decided that now is the right time to improve the safety of pedestrians and cyclists in Europe drastically by equipping motor vehicles with up to date technical solutions. The European Cyclists’ Federation (ECF) reported in early March that the European Parliament Internal Market and Consumer Protection committee (IMCO) has supported a raft of vehicle safety measures in the motor vehicle General Safety Regulations; many having a direct impact on cyclist and pedestrian safety.

I

n order to be able to sell into the EU single market vehicle manufacturers have to submit their new vehicles to rigorous testing procedures and the General Safety Regulations lays down mandatory safety measures to be included. Members of the European Parliaments’ IMCO Committee voted on a range of new measures to be included in a new General Safety Regulation initially proposed by the European Commission.

Approved technologies ECF welcomed that the Committee included and approved technologies including; an intervening Intelligent Speed Assistance; autonomous emergency braking; improved Direct Vision regulations for lorries; and a cyclists/ pedestrian detection system for lorries.

It has been estimated that these technologies could save 25,000 lives over the next 15 years It has been estimated that these technologies could save 25,000 lives over the next 15 years.

The IMCO position on this file was finalised last year and a final text will now have to be agreed in negotiations between the Member States (Council), Parliament and Commission, while the European Parliament committee text will also need to be passed in the European Parliament plenary.

Putting safety ďŹ rst ECF Policy director Adam Bodor commented on the outcome of the IMCO meeting, “The European Parliament and the European Council have two strong positions to enter trialogue ne-

Mandatory new technologies for cars are coming to improve road safety of cyclist and pedestrians. gotiations, with plenty of opportunity for each institution to help improve the final regulation.

We urge both institutions to put safety first and come together to forge a final text that will save as many lives as possible, particularly concerning Intelligent Speed Assistance, and lorry safety for cyclists and pedestrians. “ECF would like to thank especially to MEP

Róŧa Thun for her leadership in bringing together these measures through difficult and technical negotiations, and I urge all involved to now conclude trialogue negotiations if possible before the European election so that these safety measures can be implemented quickly with as short a lead-in time as possible�.

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BIKE europe 2/2019

19

BUSINESS New welding technology offers direct competition to carbon fiber technology in the bicycle industry

New Welding Technology Takes High-End Aluminium Frames To Next Level LOS ANGELES, USA – A team of the University of California (UCLA) has developed a new welding technology for high quality aluminium. It takes alloy frames to the next level as it offers the possibility to weld AA7075 alloy. This brings superlight and superstrong frames able to compete with the ones made of carbon. Does it offer opportunities for a new generation of e-MTBs?

rods with TiC (titanium carbide) nanoparticles.

This prevents the hot cracks, typically associated with the welding of 7075/7050 alloys. In fact the welded joints show amazing strengths. They show a tensile strength of up to 392 megapascals – by contrast, the commonly-used 6061 aluminium alloy has a weld strength of 186 megapascals. What’s more, it is believed that post-welding heat treatments could boost the strength of the 7075 welds up to 551 megapascals, which is on par with the weld strength of steel. The application of this new technology requires no additional investments. According to Professor Li the filler rods with TiC nanoparticles can be used with existing welding tools.

Grega Stopar

A

luminium 7075 series is a fairly common material used in the bicycle industry. With great strength to weight ratio it’s a popular choice for all sorts of components.

However, not for frames. Why? Because it’s regarded as an un-weldable alloy. This is however about to change thanks to a team from UCLA. Their innovation could boost the use of highend aluminium frames for all sorts of high-end bikes as well as e-MTBs and cargo bikes.

Phase segregation Professor Xiaochun Li and his team from the Department of Mechanical and Aerospace Engineering of UCLA, developed the new technology for AA7075 alloy welding. They found a simple, but clever as well as efficient solution for the problems associated with welding 7075 alloy. These problems lies in the fact that when the metal is heated, the aluminium, zinc, magnesium and copper of which it’s composed flow unevenly. The phenomenon is known as phase segregation, and as a result of it, cracks form along the length of the weld.

Filler rods with TiC nanoparticles The welding technology Professor Xiaochun Li and his team invented for making, for instance, high-end bike frames made of the named highquality aluminium is based on the use of filler

Direct competition to carbon Alloy AA7075 is almost as strong as steel but weighs about one third. Such strength to weight ratio offers solutions for all sorts of vehicles like road bikes as well as all electric bike categories where lower weight means lower energy consumption. According to the UCLA Professor, “the new welding technology not only closes the gap between AL6061 and carbon frames, but offers direct competition to carbon fiber technology in the bicycle industry. After all 7075 or 7050 series alloys will win when a bike crashes to the ground under shear stress, as carbon bikes will break relatively easily. In such case AL7075/7050 will not be damaged easily. Also AL7075/7050 is repairable by welding with our novel welding technology, while the repair of the damaged carbon fiber bike frames may have difficulties”.

Welding process remains the same It’s important to stress that only filler rods get the ‘nano-upgrade’. Everything else for the welding process remains the same, which means that the implementation of this technology doesn’t require investments in production processes of machinery. The same goes for cutting, hydroforming, etc. machines that are now in operation for machining of other aluminium.

Nevertheless manufacturing costs will increase as Professor Li explains: “The nanoparticles will increase the welding wire cost but it solves the

Grad student Maximilian Sokoluk (left), laboratory mechanic Travis Widick and Prof. Xiaochun Li, with a prototype Photo: UCLA welded AA7075 bicycle frame.

Aluminium frames for e-MTBs waiting for final steps of production.

Photo: Grega Stopar

long-standing welding/joining problem for light-weight and high-strength aluminium alloys. The latest development of nanoparticle synthesis makes it much more economical.

However, for bikes, the welding wire/rod cost is very small when compared to all the other machining and assembly work. I do see a very good profit margin for enabling this welding technology in bike industry. In short, the cost of the novel welding wire material would not be an issue, it is about how much the technology can add value to the final product that no one could do before. It will be advantageous for all bikes overall for sure”.

plains, and opens the possibility of fine tuning the frame properties, something that is now more in the realm of carbon.

It’s worth mentioning that this is not the only potential revolution in alloys. American company Allite Inc. has recently released Super Magnesium alloy that is 30% lighter than aluminium in volume and stiffer and stronger pound for pound. Material is in development since 2006, but was until now reserved for defence and aerospace applications. The potential use of Super Magnesium lies in everything from smartphone cases to engine components… and of course bicycles.

Dream material for e-bikes?

2020 models with 7075 frames

The team of the University of California developed the new welding technology with future mobility in mind. Especially electric vehicles need to get lighter as this directly influences the range. Absolute savings in bicycles would not be as big as the generally much heavier cars, but every gramme or kilogramme that you can shake off would be welcomed. Generally higher prices compared to classic bicycles would surly justify the higher cost of production. But all other high-performance bicycles could also benefit, not just because of better weight to strength ratio. “I see no problem for AL7075 to tune frame properties using the novel welding technology. It is no problem to weld 6061 and 7075 or 7050 together in different sections/parts in bike frame or other components.

I also see no problem to weld any aluminium alloys such as 2024 etc. for bikes too”, Xi ex-

While the team of the university is busy with practical testing, most likely there are already more than a couple of prototypes in the field by the time you read this. They are maturing the mass production, but at the same time talking with partners from bicycle and other industries.

Professor Xi acknowledges that he’s already discussed this technology with a few large bicycle companies from USA and overseas, and that they are already collaborating with one of the global market leaders. “The deal is not exclusive for now, and the door remains open for others with good ideas. The first bicycles with AL7075/7050 frames could be on the market as fast as next year”. What should we expect? “We are trying hard to make a major impact in bike industry very soon”, says Professor Xi. Source: UCLA, www.newatlas.com

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BIKE europe 2/2019

21

BUSINESS As supply chain flexibility and speed becomes essential; close-to-market-production is the answer

Bulgarian Maxeurope Group Gearing Up PLOVDIV, Bulgaria – With Pexco’s brand Raymon as its newest customer, Bulgarian OEM maker Maxcom is gearing its bicycle and ebike production to new highs.

Right from the start of Pexco, (exWinora MD) Susanne Puello in August 2017 claimed that the production of the company’s newly established brands - Husqvarna, Raymon and R2R – would mainly take place in Europe. “And in Bulgaria in partcular”, was said at that time. For that Pexco has now partnered with the biggest bike maker of Bulgaria.

Jo Beckendorff

M

axcom’s focus is on its OEM assembly operation. And in particular servicing high-end brands operating in Europe.

This claimed Maxcom CEO Maxim Mitkov at a Bike Europe visit in October 2015. That visit was related to a €4.5 million investment of the company in its assembly quality, in painting facilities, in machinery, in staff training as well as in its logistic capabilities with extra stock-holding capacity. With that the company wanted to attract the interest of, as said, highend brands operating in Europe. It proved successful as Pexco is now Maxcom’s newest customer. For heralding that, Pexco organised a tour through the Maxcom facility for its German and Austrian dealers last month which Bike Europe joined.

More than only assembly operation The €4.5 million investment in late 2015 followed the €15 million spent for a brand new Maxcom facility that was opened in 2007 in Plovdiv; a city that is a one-and-a-half hour drive from the country’s capital – Sofia. High volume production took off here for Mitkov, who started in bikes in 1999.

Maxcom is already assembling the more expensive bikes that carry the best-known names of the industry, like Bianchi, Stevens and HF Christiansen’s Winther. These are being produced next to Pexco’s Raymon branded e-bikes and regular bicycles. At the dealer tour of the Maxcom facility the Raymon bicycles and ebikes were at the front of the assembly lines being carefully put together by the Maxcom staff.

It’s also said that Maxcom is producing for the Pon Bike Group.

Nowadays this Bulgarian factory produces bicycles and e-bikes for a double-digit number of customers based in Western-Europe. Maxim Mitkov stated: “OEM customers account for 97% of our annual production”. The remaining capacity is used for the company’s own brands; Shockblaze and Sprint.

Maxeurope Group While Maxcom is “proud and aware of our responsibility to be a Pexco partner”, the German bicycle and e-bike supplier itself is debuting with a close-to-market production. “With Maxcom behind us we are with our Raymon brand breaking new grounds”, emphasised Susanne Puello.

Pexco’s Raymon branded e-bike being assembled at Maxcom in Bulgaria.

Currently Maxcom has an annual capacity of 400,000 bicycles and e-bikes. According to Maxim Mitkov, this year full capacity utilisation will almost be reached for the first time which has also to do with his new customer Raymon. What this boils down to is that Maxcom has grown into one of the largest bicycle makers in Europe.

Mitkov added: “Since our start we produced and marketed over six million units and assembled some 8,000 different models over the years”.

Today Maxcom is part of the Maxeurope Group.

Next to the production company Maxcom Ltd. Maxeurope Group manages the sales and R&D departments as well as a flagship store located at the company’s HQ and Chipolino Ltd. which sells baby products.

Photo: Jo Beckendorff

rapidly supply its OEM customers Maxcom relies on large warehouses. They offer space for some 60,000 e-bikes and regular bicycles. 20 to 40 trucks ship the Maxcom made bikes each

day. The logistics centre also houses the 8,000m2 parts warehouse. Here the frames for the Pexco e-bike brands Husqvarna and Raymon are directly shipped to. The frames are sourced from Astro’s Vietnam, facility as well as from Asama-Taiwan. At the dealer tour Pexco MD Susanne Puello explained the company’s brand strategy. She said, “Pexco’s license brand Husqvarna Bicycles is our flagship. Raymon is our young ‘fast-follower-brand’ with which we want to break new grounds”. Sales director Bernd Lesch told more on the planned course for Raymon. He said: “A clear goal for 2020 is to expand sales in Germany, Austria and Switzerland as well as internationally”.

Next to Germany, Austria and Switzerland Pexco is currently also selling its bicycles and ebikes. “In the Benelux countries, France, Italy, parts of Scandinavia, Poland and the Czech Republic”. Eyeing the company’s sales expansion plans Lesch pointed to Pexco’s capability for speedy deliveries. “That’s for us a very central point. Many models are available for immediate delivery”. Elaborating on that Pexco’s sales director claimed that at the start of the 2019 season Pexco has “over 25,000 bicycles and ebikes in stock”. Moreover, the company is relying on synergies with its co-owner from Austria. On that it was said: “We are aiming at the targeted use of the infrastructure of Pexco’s coowner”.

Assembly and rim production Maxcom operates five 40 metre-long assembling lines. The paint shop has 4 electrostatic disks, 2 powder-coating and water-based paint lines. The company produces its own alloy rims in both single and double wall configurations.

Annual capacity here stands at 1.5 million rims.

‘OEM customers account for 97% of our annual production’.

They are made into complete wheels by automated wheel-building with Holland Mechanics and Mach 1 machinery. Production is automated here because wages in the current Balkan boom countries Bulgaria and Romania are growing strongly. According to Susanne Puello, last year alone Maxcom wages rose two times; each by 15%. These double-digit salary increases are currently the biggest problem Maxim Mitkov is facing. It results in more investments in modern, automated production machinery.

Warehouse and on-time-delivery The OEM production services that Maxcom offers includes open calculation quotes, ISO certification, parts purchasing as well as stock keeping and logistics services. For being able to

Travel Far coming soon

CSTtires.eu

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2/2019 BIKE europe

SHOW REVIEW LUDHIANA

Ludhiana Show CFOSO Enjoys Increasing Interest

Amar Wheels Scouting Opportunities on the US Market

LUDHIANA, India - India’s bicycle show CFOSE (Cycle, Fitness & Outdoor Sports Expo) has finally evolved into a major bike event in this part of the world. The three-day event in early March and organised in the centre of India’s bicycle industry for the ninth-time in a row, emerged as a worthwhile experience for the exhibitors as well as trade visitors.

LUDHIANA, India – Indian bicycle components manufacturers already active in exports are now considering stepping into the US market. The ongoing trade dispute between the US and China opened windows of opportunity for the Indian companies.

T

he show took place at the greens of the Punjab Agricultural University. “The size of the show doubled over last year to around 200 exhibitors at a covered area of 175,000 square feet with total exhibition area of 300,000 square feet”, informed show manager Surinder Brar. Almost 35 overseas exhibitors came to Ludhiana, mainly from China, Taiwan, Malaysia, Indonesia, Sri Lanka, the Netherlands and France. The next edition is scheduled from 28 February to 1 March 2020. “It has been a challenge to attract foreign exhibitors, visitors or buyers to the Indian show.

But it seems the show dynamics has changed positively as number of overseas visitors has started picking-up. Our focus is on bringing more overseas exhibitors and visitors to the show. Now we have set a realistic target of 50 overseas exhibitors next time, which is quite manageable as 35 foreign companies have already confirmed their presence”, Brar confirmed. For 2020 the show organisation is aiming for a total of 400 exhibitors, making it one of the pivotal bicycle shows in Asia.

The 2019 edition still had prominent absentees

Target for next show is 50 overseas exhibitors.

Photo: Satnam Singh

like TI Cycles, Heroeco and Atlas Cycles but it has been learnt that after this year’s success all major bicycle producers have confirmed their presence for 2020. “The show will on move further from there on”, he hoped. Moreover, the ambitious ‘Cycle Valley Project’ is emerging in Punjab with the backing of the state government. The objective behind the project is to build a robust bicycle manufacturing base in the country with global brands setting-up their bases. An international show right in the heart of bicycle industry establishes synergy with the upcoming project as well as positive vibes for the industry which is keen to spread beyond borders. India’s bicycle market is in transition as the market share of new bike assemblers continues to increase. The bicycle industry is no longer controlled by big four: Hero Cycles, TI Cycles, Avon Cycles & Atlas Cycles.

Their market share slipped from 80% a few years ago to 65% last year. Ludhiana alone is now home to around 250 bicycle assemblers and manufacturers. (SS)

A

dditional duty on components imports from China to US opened up a whole lot of opportunities for Indian companies.

“We can offer the required quality and product range that fits into any export market.

Therefore, we are scouting opportunities in the US market”, said Karan Aggarwal, director, Amar Wheels Pvt Ltd at CFOSE 2019 in Ludhiana. The company that focuses on European market is now keen on expanding footprints in Asia too. The bicycle parts producer also outlines a series of measures that would drive growth to the next level. India’s largest chainwheel & crank sets exporter to Europe is in the midst of investing close to €1 million in 2018 and 2019.

Integrated handlebar “The objective is to transform the whole management style from conventional manufacturing to theory of constraints methodology that increases profit, improved capacity, reduce lean time and inventory”, explained Karan Aggarwal. The investment and transformation drives it to ramping production by the end of 2019. “Our production is likely to climb by 30%

Karan Aggarwal, Director, Amar Wheels Pvt Ltd. Photo: Satnam Singh

in chainwheels and 50% in handlebars by the end of this year”, claimed Karan. As part of restructuring the management style, Amar Wheels has also introduced a new logo for branding. The Ludhiana based company is also investing in moving up the value-chain adding new finishes, textures and customisation options in its product line. Amar Wheels also developed an integrated handlebar. “The integrated handlebar designed stem and handlebar carved out together through tig-welding process”. (SS)

Holland Mechanics Broadening Base Among Mid-Level Producing Segment

Speng Engineering Adds BMX Freewheel to Product Portfolio

LUDHIANA, India – Increasing automation in the bicycle manufacturing sector attracts renowned brands expanding their base in the Indian market. After installing its wheel-building machinery in the India’s major OEMs like Hero, TI, Avon, Atlas, the Netherlands headquartered Holland Mechanics is now expanding its base further down in the mid-level bike firms.

LUDHIANA, India – Ghaziabad based parts manufacturer Speng Engineering Pvt Ltd, subsidiary of Spark Engineering Private Limited, regarded as key components supplier to the European market, introduced a new freewheel at the Indian bicycle show ‘CFOSE 2019’ organised from 1-3 March 2018.

“W

e are growing in the India market by about 20% annually and hoping to maintain the same growth momentum in 2019 as well. We have sold 10 machines in 2018 indicating increasing drive towards automation and improving quality parameters in the bicycle sector”, informed Wouter van Doornik of Holland Mechanics at the recently concluded bicycle industry show CFOSE in Ludhiana. The Dutch firm introduced a new Easy Cam Lacer (ECL) wheel building machine on the India market during the three-day bicycle show.

“Earlier, we have introduced ECL for wheel dimensions 16 inch to 29 inch and a robot of measurement but now bringing 12 inch to 29 inch full range along with robot of 12 inch to 29 inch dimension respectively”, he stated. ECL is used for wheel assembly and robots are used for tightening & alignment.

Wouter van Doornik with Puneet Madhav, director, South Asia, Holland Mechanics.

Photo: Satnam Singh Flexible and easy to operate The Easy Cam Lacer is the basic lacer of Holland Mechanics, manually changeable, equipped with a CCD camera to detect spoke holes with precise accuracy. In this way regular low-rimmed wheels can be laced precisely and quickly. Commenting on the pricing of the new ECL variant considering the price-sensitive nature of the India market, Holland Mechanics South Asia Director Puneet Madhav said, “the flexible and easy to operate ECL priced competitively 10% lower over the earlier variant. But lowering of price in no way means compromising with product quality”.

Holland Mechanics entered the India market six years ago and is keen on forging long-term relations in the Indian bicycle industry. In order to further strengthen the grip over the bicycle manufacturing base, it conducts a two-week long training program at its site near Amsterdam at regular intervals. (SS)

S

peng Engineering is a regular exhibitor at the annual Indian bicycle show, which has shown major improvement over the years. The company claimed to be the first to make BMX freewheels in India. “We have launched BMX freewheels at the show for the domestic audience, which we normally supply to the European market. It has rapid mounting technology for quick mount & de-mount, the four-pawl system to withstand more load as it is made for bikes for carrying out stunts”, explained Pranav Aggarwal of Speng Engineering Pvt Ltd. The whole pressure transfers to the back wheel during stunts, the freewheel is required to be heavier and stronger.

As part of an expanding range under the highend flagship ‘Vortex’ brand, it also introduced hydraulic disc brakes at the show. “We are quite aggressive price wise but it is still on the higher side, considering the price conscious nature of the Indian aftermarket”, he explained.

Product range expansion The company, growing annually in between 5-10% on an average, has plans to further expand its product range in the value for money segment for the premium bike range in the aftermarket. “We are also working on freewheel with smarter transmission for the European and Indian market”. The parent firm, Spark Engineering Pvt. Ltd. was set up in 1989, the company is regarded as a leading producer of bicycle transmission systems in India. An important part of its production is shipped to European OEMs. The ISO 9001:2000 company is accredited with various global certifications like SA 8000 compliance, while freewheels manufactured at company site, conform to French Standard NFR 03-020, British Standard BS 6102 Part I:1992 and new EU Standard EN 14766. (SS)

Pranav Aggarwal of Speng Engineering Pvt Ltd Photo: Satnam Singh

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2/2019 BIKE europe

BUSINESS

Specialized Expanding its Omni-Channel Distribution S’HEERENBERG, the Netherlands – Introducing omni-channel distribution without harming your existing retailer network is complicated for multiple reasons. In March 2018 Specialized announced the introduction of omni-channel in Europe starting in the United Kingdom.

About one year later, Specialized takes the next step and launches its ‘Integrated Market Place’ in the Netherlands and Belgium.

action plan. The Netherlands and Flanders/Belgium was the next market to launch ‘Integrated Market Place’ at the end of February this year”, said Koos de Boer. “Other markets in Europe will follow, that’s for sure. We are working on defining the right strategy for each market. The introduction in the Netherlands and Belgium is also an important learning of best practices for us.

Our European Shared Service Center is also based in the Netherlands which makes communication easier”. Specialized’s online strategy contains five different channels. These are: Retail, Rider-Direct Equipment, Click & Collect, Drop Shipment and Find Nearby.

Consumer decides Jan-Willem van Schaik

S

pecialized previously launched omnichannel distribution in the US, Australia.

China and Japan. In Europe, the company started in the UK as, “the e-commerce market in the UK is very strong. For us this made it an inevitable step to start online sales in the UK after we discussed it with our retailers”, said Koos de Boer, European marketing coordinator at Specialized Europe in March 2018. Together with Leon van Leeuwen and Werner Oostendorp, De Boer runs a dedicated department responsible for the implementation of the ‘Integrated Market Place’ in Europe. Just copy-paste this system used in other markets was not possible. So Specialized decided to take a step-by-step approach.

“Each market and country requires a different

The brick and mortar stores will remain the cornerstone for Specialized. “To sell via a shop only is no longer feasible, online sales will become inevitable. We have to do more to sell our products.

That is more complicated for us as a company, but easier for the consumer. In the end it is he or she who decides how and where to buy a new product. More and more people buy online while a large majority turns to internet for information.

Showrooming has become webrooming. In the past people came to shops for information and bought online. This is changing rapidly. Today people go online for information and buy at a shop for service and the experience. However, they also want instant satisfaction and not wait for the product. That’s why we have the option ‘find nearby’ on our webshop.” This ‘find nearby’ option is just one of the five channels Special-

ized created for its customers. “We will continue to focus us on our existing retail channel. Dealer service and know-how remains invaluable for us. Next to offering more sales opportunities, creating a customer journey and more traffic to the retailers are important goals for us. But if we ignore omni-channel distribution now, it will put us in a bad position towards the future”.

For the roll-out of this distribution strategy Specialized uses its S-Connect digital processing system. It provides consumers the opportunity to check real-time product availability at the dealer who share their information with Specialized and order online as well. “A crucial element of the integrated market place is the consistency of the information. For example information on which product is available in which shop requires the dealer’s acceptance of a POS system, directly connected to our database.

In some European countries less than 50% of the shops use a POS system which makes it very difficult for us to provide the best possible information to the consumer directly. Previously Specialized went live with S-Connect website in France. Currently we run a test with Click & Collect in the UK with retailers and expect to go live with Click & Collect in the Netherlands & Belgium this spring”.

For equipment Specialized developed the Rider-Direct option. The online ordered components and accessories are delivered at the address selected by the customer. “To integrate our retail partners even more extensively in our omni-channel strategy, we also introduce the

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‘Starting online sales is inevitable’, says Koos de Boer (l.), European Marketing coordinator at Specialized Europe together with Leon van Leeuwen one of his team members who implement the ‘Integrated Market Place’.

Photo: Bike Europe Drop Shipment option. Customers can order products directly from the Specialized warehouse from the retail’s store. Specialized sends the product directly to the customer. This can help to avoid missing out on a sale in case the particular item is not in stock at the shop. Via Drop Shipment the customer will pay the helmet in shop while Specialized will send the helmet directly to the customer”.

De Boer points out that the integrated market place is not only a big change for the retailers but also for the Specialized organisation. “We transform our organisation from a B2B to a Hybrid (B2B/B2C) organisation on all levels. Consumer behaviour will get a more central position in our strategy. In Ireland we are also testing the option for a mobile service in close cooperation with the Specialized store in Dublin. Starting omni-channel distribution is a big learning process for us. Fortunately we are a global organisation and we learn from each other’s ‘best practices”, says Koos de Boer.

BIKE europe 2/2019

25

SHOW REVIEW VELOPARK Moscow’s show indicates Russia market focuses on small, cheap and electric bikes

E-Bikes Omnipresent at VeloPark MOSCOW, Russia - One of two major Moscow bike shows, VeloPark, was held this year in February, much ahead of a 2019 bike season starting in April. A mild winter with a prospect of early spring prompted a hefty rise of interest in summer sports equipment. For bicycles that interest is focusing on small, cheap and electric, as the 2019 edition of the VeloPark Show indicated.

Andrey Khorkov

I

n the recent twenty years bicycles in Russia have evolved from a “children thing” via a fashionable sports accessory status up to a utility item as it is now. There were professional levelled bikes like high-end road racers presented at VeloPark, but much more attention was given to convenient models with reasonable price tags.

The rising demand for compact bikes is noticeable, preferably foldable ones with 20 inch wheels. They are becoming the prime choice for occasional users with no storage facilities in their homes and inexperienced riders moving primarily on side-walks.

Commuting alternative Traffic in most Russian cities is not adapted for

cycling, and motorists’ attitude towards cyclists is even worse. As bikes become an acceptable commuting alternative to cars and public transport, more people dare to give it a try. Yet they lack experience in dealing with the daily heavy traffic like in Moscow. Most don’t wear helmets, or high visibility clothes or safety lights at night.

As a result over 5,300 cyclists were injured in road accidents in 2018, featuring a 5% increase over a year.

High-end e-bikes were on display at VeloPark priced at 5,000 euros plus.

This year’s VeloPark showed an array of alternatives for regular bikes. The obvious one is a kick scooter. It’s pretty popular in urban areas for getting to public transport stations. It can be then folded and carried along with no charge. Electric kick scooters were a hit last year in Moscow and other parts of Russia. It raised hopes that it could spark an interest and demand for electric bikes.

E-bikes of any kind were omnipresent at VeloPark. Cheaper ones came in lots of models by local brand Eltreco and on offer for about €600 retail. Also a few high-end models were on display at VeloPark priced at €5,000 plus. It was said that

E-bikes of any kind were omnipresent at VeloPark. a number of Trek, Kona and Specialized e-MTBs were ordered by some Russian resorts for bike touring.

Viewing the VeloPark offering and listening to exhibitors, it’s expected that the electric bikes market in Russia will grow from low thousands to

Photos: Andrey Khorkov

tens of thousands next summer. VeloPark participants agree that people are vastly uneducated in the e-bike segment. Even those who have some experience don’t understand the added convenience and are only concerned with price, weight, security and charging issues. But like what happened elsewhere in Europe test rides are the best option to turn sceptics into believers and show enthusiasts the fun side and ease of use that e-bikes provide. This would lift up the Russian e-bike market.

Entering the Russian market

From convenient models with reasonable price tags to professional levelled road racers; it was all presented at VeloPark.

As in other years also the 2019 VeloPark show saw some exhibitors from China. They regard the show as a chance to enter the Russian market.

Talks with exhibitors that returned like the bike lights brand Gaciron, revealed that this company distributes online via AliExpress which brought good business. Other exhibitors from China instead rely on Russian partners for guiding them on the complicated Russian market which is limited due to consumers’ budget issues related to the overall economic situation. But that situation also presents opportunities by addressing commuters with cheap mobility alternatives.

Acquisition brings an entirely new product category to Garmin’s fitness portfolio

Garmin Takes Over Tacx SCHAFFHAUSEN, Switzerland – Garmin Ltd. announced that one of its affiliates has signed a definitive agreement to acquire all of the outstanding shares of Tacx B.V.

T

he completion of this acquisition is subject to customary regulatory approvals and closing conditions. For decades Tacx has been known for its indoor trainers, including the highly-regarded NEO 2 and the revolutionary NEO Bike, that measures speed, pow-

er and cadence. Offering a highly realistic and accurate ride simulation, Tacx trainers allow cyclists to experience lifelike conditions, no matter the weather. “Tacx brings an entirely new product category to Garmin’s fitness portfolio that expands our reach into the indoor training market”, said Cliff Pemble, Garmin president and CEO. “We are excited to have the support of a technology leader like Garmin”, said Koos Tacx, CEO of Tacx. “With Garmin’s extensive R&D capabilities and global distribution network, we look forward to working together to further enhance our indoor train-

ing products and technologies and bring them to cyclists around the world”. A vertically-integrated company with in-house R&D and production, Tacx is headquartered in Wassenaar, Netherlands with a distribution centre in Vogt, Germany. The company employs nearly 200 associates, who will become part of the global Garmin team. To further leverage the growing market for indoor bike trainers, financial terms of the acquisition will not be released. The completion of this acquisition is expected to occur in the second quarter of 2019.

Garmin expands fitness portfolio.

Photo: Bike Europe

26

2/2019 BIKE europe

SHOW NEWS

CALENDAR

Eurobike Enabling Synergy; Automotive and Bike Industries FRIEDRICHSHAFEN, Germany – The upcoming 28th Eurobike is enabling greater synergy between the automotive and bike industries as organiser Messe Friedrichshafen announces a new partnership with the Association of German Engineers (VDI) Wissensforum. “This will ensure that the Eurobike Academy is taking technical knowledge transfer and professional exchange on the latest industry developments to the next level”, states the Eurobike organiser.

“We are delighted to welcome more engineers, technology experts and managers with the VDI Wissensforum information exchange at Lake Constance to give new momentum for light emobility and micromobility”, says Stefan Reisinger, head of Eurobike, Messe Friedrichshafen and member of the Board of Directors.

The VDI Wissensforum GmbH is a leading provider of further education and training for engineers, technical specialists and managers since 1957. They offer over 2,150 seminars, conferences and workshops. Its training events are supported by the network of the Association of German Engineers (VDI) and its affiliates. For four years now, the VDI Wissensforum network has been growing to include bike products like

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International Shows April 10 – 12 Battery Experts Forum Frankfurt am Main, Germany 11 – 14 Sea Otter Classic Monterey, USA 27 – 28 China Cycle Berlin, Germany

Eurobike partners with Association of German Engineers (VDI) Wissensforum to ‘enable greater synergy between automotive and bike industries.

Photo: Eurobike e-bikes as well as e-kick scooters, e-scooters and small four-wheeled vehicles for urban use.

Every year this community meets to exchange knowledge and expertise at the VDI conference ‘Leichte E-Mobilität, Fahrzeuge für den urbanen Raum’ (Light e-mobilty, vehicles for urban areas). The VDI event has established itself as the meeting point for technical specialists and managers from the light e-mobility sector.

Representatives from companies such as Bosch, Brose, Conti, KTM, Magura, Schaeffler and VW all sit on the conference’s expert committee. In addition, the German Bike Industry Association (ZIV) is also a member of the expert council for the event.

Professional exchange Timo Taubitz, CEO VDI Wissensforum GmbH, is really pleased about the new joint venture

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with Eurobike: “At VDI Wissensforum, we are already very closely connected to the automotive industry. Eurobike stands for the bike industry. It’s important to promote professional exchange between these two sectors in order to harness synergies. Light e-mobility is breaking down the barriers between bikes and automobiles and creating a new innovative growth industry. If both sectors work together intensively and exchange ideas then light e-mobility will gain further momentum in urban areas”. The VDI Wissensforum will be a central element of the Eurobike Academy from 4 to 6 September 2019 in Friedrichshafen. Eurobike 2019, the leading international trade show, opens to trade visitors for three business days (4 to 6 September) and for all bike fans on the Eurobike Festival Day on Saturday, 7 September 2019. For more: www.eurobike-show.com

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May 6 – 9 China Cycle Shanghai, China 18 – 19 Ekolo E-Bike Test & Fest Prague, Czech Republic 18 – 19 Ekolo E-Bike Test & Fest Prague, Czech Republic June 4 – 5 World Cycling Forum 2019 Rotterdam, the Netherlands 15 – 16 e4 testival Hockenheimring, Germany 24 – 28 Mountain Bike Connection Summer Dolomiti Paganella Bike – Andalo, Italy 30 – 3, 2019 Outdoor by ISPO Munich, Germany July 19 – 22 ZEG Show Cologne, Germany September 4 – 7 Eurobike Friedrichshafen, Germany

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