The distributors of electric bicycles are purposefully moving away from presenting their products as gadgets, according to Mark Loveridge at Ultra Motor.
| As e-bike distributors congregated at last month’s Tour de Presteigne festival in Wales, it was clear that as the industry moves towards the mainstream bicycle market a new approach to marketing is emerging. Watch our short film shot last month at Presteigne. |
The advent of lithium batteries with improved capacity-to-weight ratio, sophisticated control systems and excellent sales back-up have given the uptake of electric bicycles added momentum. For its part, the cycle insurance industry has kept pace by offering theft cover and even breakdown recovery services for this new breed of bicycle.
In common with other aspects of cycling, the British market for power-assisted bikes continues to lag behind other European countries, but the launch of e-bikes by Yamaha, Bosch and Panasonic confirms the popularity of e-bikes is a global phenomenon. And as would-be cyclists in Britain are made aware of the advantages of power-assisted cycling, e-bikes in Japan are evolving apace.
Electric bicycles take on the school-run SUV, and win
Sales of 3-seat electric bicycles are soaring in Japan as school-run drivers in congested cities like Tokyo swap their cars for bikes such as the £1,000 Angelino, pictured right.
Bicycles designed to carry two children in safety are common in mainland Europe but were not legal for sale in Japan until July 2009. Since the ban was lifted, over 100,000 3-seater bicycles have been sold.
Such is the level of demand that Japanese bicycle maker Maruishi Cycle has already sold 30,000 of its 3-seat bicycles, with a month-long waiting list at some of its Tokyo stores.
3-seater electric bicycles
The electric-assist, 3-seater bicycles cost 136,000 Yen (around £1,000) have been specially designed to carry two child seats with minimal effect on handling and performance. The front carrier is positioned so as to stop the handlebars from wobbling.
The bike features a sturdy stand to ensure it remains stable when loading young passengers and the handlebars can be locked in position for the same reason.
For riders concerned by the prospect pedalling long distances with the added weight of two children, the bikes come with a choice of electric motors. Forgetful cyclists are catered for, too; the bicycle’s tyres feature pressure indicators that let the rider know if they need topping up with air.
A spokesperson for the Environmental Transport Association (ETA) said: “Using a bicycle on the school run is a cheaper, healthier, greener and joyful alternative to the car – and you won’t struggle to park, either.”
Can I buy 3-seater bicycles in this country?
Three-seater bicycles such as the Angelino are not sold in Britain, but there are interesting alternatives. The Madsen Cargo Bike is in most respects much like any other bicycle, but on its rear rack it sports a tub large enough to be equipped with two benches, four seatbelts and a rain hood.
London cycle shop Velorution is enjoying record sales of its Christiania cargo trikes – a design that can easily be equipped to carry three or four children in comfort.
Cycle insurance for electric bicycles
Cycle insurance from the ETA guards against theft, vandalism and accidental damage. It includes new-for-old, £5m third party insurance (on any bike you ride), personal accident cover and a breakdown recovery service especially for cyclists and their bikes. It covers all British-road-legal electric bicycles. Get an instant online quote below.
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