So what is the problem with car manufacturers? Here they are, driven by a new passion for the little queen and the scooter. Since this fall, Mini has been marketing E-Bike 1 with a model available in two colors and each in 1,959 copies, a symbolic number (year of birth of the British brand). It thus intends to strengthen its urban, electric and chic identity. With this in mind, she decided to partner with a young French connected bicycle company, Angell.
A French company also attracted Toyota. “The cargo bike constitutes the core business of Douze Cycles,” explains Frank Marotte, CEO of Toyota France. “This segment is growing strongly and is consistent with our range of vehicles. Customers who need light utility vehicles feel comfortable increasingly constrained in cities. Consequently, we must provide them with a solution for the last mile.” Toyota estimates that two thirds of its buyers will be professionals and presents a comprehensive service offering including financing, insurance, handling training, maintenance and repairs in its dealerships.
A completely different logic led Seat to offer a scooter. “We represent the accessible brand of the Volkswagen group. However, we note that young urban residents remain fond of individual mobility but encounter increasing difficulties in city centers,” observes Yann Palermo-Chevillard, product manager. The company of Spanish origin called on Segway and provides it with its technical know-how, such as the endurance tests applied to its cars. The foldable object is sold as an accessory, both to individuals and to companies wishing to develop intermodality among their employees.
For Skoda, also in the fold of Volkswagen, it is a return to basics. When it was created in 1895, a bookseller and a locksmith joined forces to design bicycles. A story identical to that of Peugeot which neglected this activity for a long time, to the point of subcontracting it. To get back on track, he entrusted the marketing of the next generation to a digital specialist, Beweel. Porsche’s bias, conversely, led it to integration with the purchase of Greyp and then Fazua engines. Porsche eBike Performance will develop cutting-edge motors, batteries and software for its new range between now and 2025. With BMW, Audi and Alpine in the race, the competition promises to be close.
The second-hand bike is popular. This is evidenced by the numerous stock exchanges that are flourishing in the region. Sales between individuals are ancestral, but the rise of online platforms has caused some disappointments: two-wheelers stolen or in poor condition. Fortunately, the appearance of professional sites with repairs, guarantees and secure transactions has allayed fears. “The second-hand market took off during Covid due to the shortage of new products,” explains Gary Anssens, the founder of Alltricks created in 2008. “Stocking many brands, hundreds of thousands of spare parts and accessories requires too large surfaces,” he explains. Building on his success, the young entrepreneur decided to take an interest in the second life of bicycles by buying Troc Vélo, which records 250,000 advertisements per year. “The data accumulated over fifteen years proves valuable for defining a detailed rating,” says Gary Anssens. In September 2022, Alltricks launched Second Life, which is supplied by seasonal or self-service rental companies and its initial customers. The potential is enormous: 11 million bicycles would be sleeping in garages and cellars!