2019 European Electric Scooter & Electric Bicycle Market Review

2019 was a pivotal year for the European micromobility industry. Shared electric scooters, after the rapid expansion of 2018, entered a phase of regulation and consolidation. Electric bicycles continued their strong growth trajectory, surpassing 3 million units sold for the year. This year, the combined forces of policy, capital, and technology reshaped the landscape of green mobility across Europe.

*This analysis is based on multiple industry reports and market data published in 2019-2020, intended to provide historical market context for the KUKIRIN brand blog.*

I. Market Overview: E-Bikes Surpass 3 Million, E-Scooter Market Valued at Nearly $300 Million

In 2019, the European electric mobility market delivered impressive results.

According to data compiled by LEVA-EU (Light Electric Vehicle Association Europe), electric bicycle sales in Europe reached approximately 3 million units in 2019. Germany led the continent with 1.36 million units sold, accounting for more than a quarter of total European sales. The Netherlands sold 423,000 units, while Belgium sold 238,000 units. Notably, electric bicycles accounted for significant shares of total bicycle sales in each country: 31.5% in Germany, 42% in the Netherlands, and an impressive 51% in Belgium-meaning that in Belgium, more than one out of every two bicycles sold was electric.

In the electric scooter and motorcycle segment, ResearchAndMarkets estimated the 2019 European market size at $284.2 million. While this figure remains relatively modest, the growth potential is substantial considering shared scooters only entered the European market at scale in 2018-2019.

*Sources: LEVA-EU , ResearchAndMarkets *

II. Electric Bicycle Market Deep Dive: Germany Leads, Policy Drives Growth

2.1 Germany: Europe's Largest E-Bike Market

In 2019, the German electric bicycle market continued its strong growth trajectory. A total of 1.36 million e-bikes were sold during the year, accounting for approximately 38% of total European sales. The three main categories-urban/city e-bikes, touring e-bikes, and electric mountain bikes (e-MTBs)-together accounted for 94% of all e-bike sales in Germany.

German e-bike exports also performed strongly. In 2018, German manufacturers exported approximately 440,000 e-bikes, representing a 51% increase over 2017. This reflects the brand premium that "Made in Germany" commands in the high-end e-bike segment.

2.2 Belgium: Highest Electrification Rate in Europe

Belgium achieved the highest e-bike penetration rate in Europe in 2019, with electric bicycles accounting for 51% of total bicycle sales. Belgium also emerged as a leader in the speed pedelec (high-speed e-bike) segment, with sales growing 33% in 2019 to capture a 4% market share. As the only European country with a dedicated legal framework for speed pedelecs, Belgium also became the EU's largest market for electric mopeds, with 16,000 registrations in 2019-a 56% year-over-year increase.

*Source: LEVA-EU *

2.3 Trade Policies Reshape Market Dynamics

2019 marked a significant shift in EU trade policy toward Chinese e-bikes. On January 18, 2019, the European Commission officially imposed anti-dumping and countervailing duties on e-bikes imported from China. The impact on market dynamics was immediate and dramatic:

• EU imports of e-bikes from China plummeted from 660,000 units in 2018 to 107,000 units in 2019-a decline of over 80%
• Meanwhile, e-bike exports from Taiwan (China) to the EU surged to 338,000 units, a 80% year-over-year increase
• Vietnam emerged as the second-largest source, exporting nearly 155,000 units
• Turkey exports grew nearly 5.5-fold, reaching approximately 13,000 units

Notably, the average unit price of e-bikes imported from Taiwan (China) was €1,055, while the average price for products from mainland China fell to €258, a 42% decrease. This shift reflects that, under tariff pressure, low-end products found it increasingly difficult to access the European market.

*Source: LEVA-EU *

III. Electric Scooter Market: Shared Wave Meets Regulatory Reality

3.1 Market Size and Growth

According to ResearchAndMarkets, the 2019 European electric scooter and motorcycle market was valued at $284.2 million, with projections to reach $758.5 million by 2025, representing a compound annual growth rate (CAGR) of 27.6%. This optimistic forecast was driven primarily by increasingly stringent EU and national emissions regulations, coupled with policy support for green mobility.

In France, total sales of Personal Light Electric Vehicles (PLEVs), including electric scooters, hoverboards, and similar devices, exceeded 605,000 units in 2019. While this represented only a 5% increase over 2018, it marked a 400% increase compared to 2016, highlighting the market's rapid expansion in recent years.

3.2 Capital Race Among Shared Operators

2019 witnessed an intense capital race in the shared electric scooter sector. European players and US-based competitors engaged in fierce market competition.

Swedish operator Voi successfully raised $30 million in early 2019 and introduced next-generation scooters equipped with swappable batteries. French startup Dott announced a €30 million Series A funding round in July, led by EQT and South African media giant Naspers. The funds were earmarked for launching two new swappable-battery scooter models and expanding its e-bike rental business in the coming months.

*Source: Reuters *

3.3 Regulatory Landscape: The Munich Case Study

In 2019, shared electric scooters marked their first 100 days in Munich, Germany. According to research by McKinsey, within just 100 days, six scooter operators-Bird, Circ, Hive, Lime, Tier, and Voi-had deployed over 2,000 shared scooters across the city.

Data showed that each scooter completed an average of approximately 5.5 trips per day, with an average trip distance of about 2 kilometers. Tier's partnership with Munich Transport Authority (MVG) demonstrated that shared micromobility could complement rather than compete with public transit, serving as a valuable tool for "first-mile and last-mile" connectivity.

However, regulatory challenges also emerged. Some cities revoked operator licenses due to safety concerns. Dott adopted a differentiated approach, becoming the first operator to offer free accident and third-party liability insurance for users in France and Belgium.

IV. Traditional Manufacturers Enter: SEAT Unveils First Electric Motorcycle

In November 2019, Spanish automaker SEAT unveiled its first electric motorcycle concept, the e-Scooter, marking the formal entry of traditional automotive manufacturers into the electric two-wheeler segment.

Developed in collaboration with Silence, the electric motorcycle featured an 11kW motor, equivalent to a 125cc internal combustion engine, with a top speed of 100 km/h and a 0-50 km/h acceleration time of 3.8 seconds. Its range was rated at 114 kilometers, with a full charge costing just €0.60-0.70. For UK riders, based on an annual mileage of 5,000 miles, weekly electricity costs would amount to approximately £1.

SEAT's entry was viewed as a key component of the Volkswagen Group's broader micromobility strategy. The group had previously unveiled a fully electric four-wheel concept called the Minimo.

*Sources: Reuters, Electrek *

V. Market Drivers and Challenges

5.1 Key Growth Drivers

• Policy Incentives: The Italian government allocated $11.34 million (€10 million) for electric scooter purchase subsidies. France offered subsidies of up to €3,543 for electric two-wheelers (with batteries over 10 kWh) to companies with fewer than 50 employees. In December 2018, Madrid, Spain, began offering €886 subsidies for electric motorcycles priced under €9,440 with top speeds exceeding 70 km/h.
• Shared Economy Impact: The proliferation of shared scooters significantly boosted public awareness and acceptance of electric mobility solutions.
• Tightening Emissions Regulations: Increasingly stringent EU and national emissions standards were driving consumers toward electric alternatives.

5.2 Ongoing Challenges

• Range Anxiety and Infrastructure Gaps: Insufficient charging infrastructure remained a significant barrier to market growth.
• Extended Charging Times: Compared to the few minutes required to refuel a conventional vehicle, charging times for electric two-wheelers remained relatively long.
• Higher Upfront Costs: Despite lower operating costs, the initial purchase price of electric two-wheelers remained higher than comparable internal combustion engine models.
• Safety and Regulatory Concerns: Safety incidents and sidewalk obstruction issues associated with shared scooters prompted restrictive measures in some cities.

VI. Conclusion: Looking Forward from 2019

Looking back from the end of 2019, the European electric mobility market presented a vivid picture: e-bike sales surpassed the 3 million unit milestone, with electrification rates exceeding 50% in Belgium for the first time; shared scooter operators transitioned from "rapid expansion" to "intensive cultivation," with innovations such as swappable batteries and user insurance gaining traction; and the entry of traditional automaker SEAT signaled that electric two-wheelers were becoming part of the mainstream mobility conversation.

For brands like KUKIRIN, 2019 represented both challenges and opportunities. Changing trade policies reshaped market dynamics, and the strategies Chinese manufacturers adopted-whether shifting production to Taiwan (China), Vietnam, or Turkey, or upgrading product quality and value-would determine their future prospects in the European market.

*This analysis is based on multiple industry reports and market data published in 2019-2020, intended to provide historical context for the KUKIRIN brand blog.*