Pedelec Dealers Expand

As pedelec sales continue to grow in the UK (they reached around 49,000 in 2014/15), so the dealer network is expanding as well. But unlike specialist networks, such as the scooter or car dealers, a variety of businesses are taking on electric bikes.

“Six of our stockists are motorcycle dealers,” said David Miall, director of Amps Bikes, which handles Wisper, Bluelabel and Riese & Muller. “There’s no culture clash between e-bikes and motorcycles, and it works because these dealers have the technical knowledge already. I think there’s still some reluctance among the cycle trade to take on electrics, though the Bicycle Association (the industry body) has finally come round to accepting that they are here to stay.”

To find out how pedelecs are working for dealers, E-BIKEWORLD asked three categories – traditional cycle shop; pedelec specialist; and established motorcycle dealer – for their comments...

E-Motion (Swindon)

Several pedelec specialists have set up recently and E-Motion, based in Swindon, stocks everything from KTM to Juicy Bike and Cyclotricity. “Things are buoyant,” said director Mark Butler. “The market is still growing, and the KTMs in particular go very well, as they are good, with quality components. Basically, if the product is good and we can get hold of it, then it will sell.”

Riley’s Cycles (Sherborne)

Mike Riley took on pedelecs 18 months ago with the Volt, which spans the £1149-£2199 range. “We’ve sold over 100 Volts so far, and it’s worked really well for us,” he said, adding that Volt’s stocking arrangements allow him to keep the full range in the shop. “Volt are excellent at marketing their products and we have no trouble recommending them because we know the product is good, the price is right and the back-up service is there.”

EC Bate (Dartford)

Motorcycle dealer EC Bate started out back in 1895 (selling bicycles), began selling pedelecs 18 months ago, and now stocks Benelli, Batribike, Raleigh, Haibike and Wisper. “It started because we’re a Benelli motorcycle dealer,” said manager Barry Keen, “and the rep showed us the electrics. The first ones sold really quickly, so we added Batribike, then Raleigh and Haibike.

We like them because they are easy to sell and to PDI.” It’s been such a success that EC Bate now devotes a quarter of its showroom space to pedelecs.

Fully Charged (London)

Located close to Tower Bridge in the centre of London, Fully Charged caters for relatively young and affluent customers – city workers who are turning to pedelecs for commuting. The shop is hip and a bit alternative, and Bultaco actually gave the Brinco its UK launch here. Fully Charged sells everything from the Benelli folding electric bike to £3000+ German pedelecs and some amazing vintage style machines. “We’ve sold 550 bikes so far this year,” said boss Benjamin Jaconelli in early June, “which is more than we did in the whole of last year.”