Freedonia Group Analysis: Accell Group to Cease Production of Ghost E-bikes in Germany

Cleveland OH, January 22, 2024 – In early December 2023, Accell Group announced plans to cease the production of Ghost e-bikes in Germany and shutter its Waldsassen facility. It did not announce where the operations would be transferred. In November 2023, the Accell Group pushed its Raleigh subsidiary to scale back operations. For example, Raleigh’s parts and accessories business is to be shuttered and the company may relocate its headquarters. The Accell Group attributed both moves to difficult market conditions and the desire to streamline its operations and control costs. The goal is to improve the company’s financial standing and maintain its competitiveness. As the Accell Group continues to reorganize its operations, these moves will have a major impact on the growth prospects of the e-bike industries of countries such as Germany and the UK. The company’s standing in the global e-bike market will also be impacted by the reorganization.

According to the new study Global E-Bikes, Germany had e-bike demand of nearly 2.2 million units in 2022, accounting for 41% of West European product sales and 8% of the world total. It was the world’s second largest market for e-bikes in that year behind China. The German e-bike market was among the first to develop in the world because of its:

• advanced road network and safe riding conditions (e.g., high quality roads, enforcement of the rules of the road)
• moderate climate and long riding season
• longstanding affinity for motorcycles and domestic producers (e.g., BMW)
• large population and high personal income levels
• densely populated cities and diverse terrain, both of which are conducive to e-bike use

Industry study analyst, Gleb Mytko commented, “In Germany, e-bikes are frequently used for both transportation and recreational purposes and are employed fairly extensively by some businesses (e.g., tourism, restaurants, delivery firms).”

For more information about the global e-bike market and recent industry developments, see Freedonia Group’s Global Motorcycles and Global E-Bikes studies.

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