2018 European Electric Scooter Market Analysis: The Prelude To A Revolution

For the European micromobility industry, 2018 was a year of contradictions and tensions. The traditional fuel-powered two-wheeler market was contracting, while electric two-wheelers demonstrated remarkable growth potential. Shared electric scooters sprouted like mushrooms on the streets of Paris, Madrid, and other cities. Regulators raced to catch up with innovation, while Chinese manufacturers began shifting their focus from saturated domestic markets to Europe. This was a pivotal year when electric scooters transitioned from being perceived as "children's toys" to becoming legitimate "urban mobility tools."

I. Market Overview: From Small Base To Explosive Growth

The European electric two-wheeler market in 2018 exhibited a distinct characteristic: a relatively limited overall scale, but impressive growth momentum.
According to first-quarter sales data released by the European Motorcycle Manufacturers Association (ACEM), total motorcycle and moped registrations across Europe reached 240,924 units in Q1 2018, a decline of 6.1% year-over-year. This decline was primarily driven by a sharp contraction in the traditional moped segment, which saw sales plummet 40.2% to 37,071 units.
In stark contrast, electric two-wheelers delivered a stellar performance. Total electric motorcycle, electric moped, and electric quadricycle sales in Q1 2018 increased to 8,281 units, representing a 51.2% year-over-year increase. Among these:

Electric mopeds: 5,824 units

High-power electric motorcycles: 1,726 units, up 118.3% year-over-year

Source: European Motorcycle Manufacturers Association (ACEM)

II. Regional Market Performance: France Leads, Multiple Countries Follow

From a geographic distribution perspective, the European electric two-wheeler market showed a multi-polar growth pattern, though significant variations existed among countries.

Top Five Countries by Electric Two-Wheeler Sales, Q1 2018:

Notably, in France, electric motorcycle sales had tripled since 2017, demonstrating the country's leading position in the electrification transition.

Meanwhile, the traditional motorcycle market remained dominated by Italy (46,126 units), followed by France (36,979 units) and Germany (36,958 units).

III. The Shared Scooter Wave: Innovation Meets Regulation

In 2018, shared electric scooters became one of the most visible new phenomena on European city streets. US-based Lime was among the first to launch in Europe, followed by Bird, Jump, and European players including Bolt, Hive, and Wind.

3.1 Key Market Developments

Paris became one of the first European cities to embrace shared scooters. Lime launched a pilot program in Paris in June 2018 and rapidly expanded its fleet. The Paris municipal government positioned itself as a hub for European innovation, welcoming new mobility concepts while later facing management challenges.

Madrid witnessed rapid expansion of shared scooters. After Lime's launch in mid-August, usage surpassed 100,000 rides within weeks. However, this was accompanied by citizen complaints-scooters blocking sidewalks, excessive riding speeds, and other issues sparked controversy. In December, Madrid temporarily banned shared scooter services while developing new regulations.

Barcelona and Valencia took a tougher stance, outright prohibiting shared scooter operators from entering. In August 2018, after German company Wind launched its service in Barcelona, local police removed the vehicles within hours.

3.2 Regulatory Controversies

In 2018, regulatory debates surrounding shared scooters across European cities centered on the following issues:

Right of way: Should scooters operate on sidewalks, bike lanes, or roadways? Regulations varied by country

Parking management: The dockless model led to surge in complaints about sidewalk obstruction

Safety concerns: A fatal collision between an elderly pedestrian and a scooter in Barcelona heightened safety anxieties

Licensing and insurance: Some cities began requiring operators to obtain permits and carry insurance

The United Kingdom remained an "exception" in Europe due to longstanding legal restrictions. Under UK law, electric scooters-classified as "powered light vehicles"-were neither permitted on sidewalks (as motorized devices) nor on roadways (due to insufficient power), leaving their legal status ambiguous.

IV. Chinese Manufacturers: Strategic Shift From Domestic To Export

In 2018, China's electric two-wheeler industry was undergoing significant internal adjustment, with the European market emerging as a "new frontier" for many manufacturers.

4.1 China Market Saturation And Strategic Shift

According to market research reports, China was the world's largest producer and consumer of electric two-wheelers, accounting for approximately 90% of global production. However, the Chinese market experienced notable changes in 2018:

Domestic demand approached saturation, leading to intensifying competition

China's share of global sales declined from 80% in 2017 to 79% in 2018 (though still overwhelmingly dominant)

Numerous Chinese manufacturers began seeking emerging growth markets

Key Trend: Reports explicitly noted that "exports to Europe and the USA increased dramatically", with many Chinese electric two-wheeler manufacturers "trying to find new growth markets."

4.2 Active Chinese Brands

According to multiple market reports from 2018, Chinese electric two-wheeler brands active in the European market included:

These brands intensified their European market development efforts in 2018, laying the foundation for the subsequent proliferation of Chinese electric scooters across Europe.

V. Market Outlook And Industry Trends

5.1 Growth Forecast

In 2018, multiple research institutions offered optimistic projections for the global and European electric two-wheeler markets:

The global electric motorcycle and scooter market was valued at $5.33 billion in 2017, projected to reach $7.45 billion by 2025, with a compound annual growth rate (CAGR) of 4.3%

The European market, as one of the key growth regions, was expected to outpace the global average

5.2 Key Turning Points Of 2018

Looking back at 2018, several trends established the foundation for the European electric scooter market explosion in subsequent years:

1. Shared Models Catalyzed Public Awareness
The emergence of shared scooters introduced millions of European city dwellers to the convenience of electric scooters, completing a crucial phase of market education.

2. Regulatory Frameworks Began Taking Shape
Although regulatory policies remained exploratory across cities in 2018, the debates themselves signaled that electric scooters were being recognized as a legitimate mode of transportation within policy circles.

3. Chinese Supply Chains Turned Toward Europe
As domestic competition intensified, Chinese manufacturers systematically expanded into European markets, providing ample production capacity to support future European market growth.

4. Traditional Manufacturers Entered the Arena
In 2018, Piaggio announced the market launch of the Vespa Elettrica, marking the official entry of traditional two-wheeler giants into the electric vehicle space.

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