Cycling World Magazine July 2017 - Page 22

22 | Cycling World Brexit and the E-Bike By K B Jepsen, Max Bikes PR Ltd and Paul Stanforth, The Electric Bike Corporation Whether you are “in” or “out”, one thing is certain, it is difficult to predict what is going to happen in the cycling market. C urrency uctuations, legislation and the si e and shape of the market are almost impossible to speculate. However, it’s not all doom and gloom. The e-bike market has been huge on the continent for some time and this growth continues in the UK despite voting out of the union. n these economically uncertain times, e-bikes are offering individuals both a leisure and transport solution. -bikes are now more accessible, the technology is vastly improved and the cost has come down if you look at the longer pattern. Yes, pricing may rise, and has risen in the short term due to the ‘out’ vote, but what the consumer can now purchase in the UK market for their pound is incredible. Currency has had an effect on retail prices since the brexit vote we have seen currency uctuate on the US dollar and the euro by as much as 20 percent. However, as it stands at the time of writing, there has been a slight recovery, with the US dollar showing a deficit of percent and the euro nine percent. This has seen retail prices increase over the last year by between 10 percent and 20 percent.) Take this, and add the fact that e-bikes are now cool, no longer considered cheating and offer a hugely improved ride experience for many, and it is clear to see that the e-bike has established itself in the . They are green, efficient, fun, cost-effective and have improved aesthetics. All of these factors are giving both the UK cycling trade and consumers a reason to get involved. Bikes such as the Pulse Leisure ZL2 have opened up the market to both new and existing riders by offering the e-bike experience and all its benefits at a price that is affordable. This new generation of e-bikes ride much better than their predecessors, with better reliability, geometry and styling. -bikes are now available in all aspects of the riding scene from MTB to touring, commuting and folding bikes (for those who have limited storage space). Growth in the e-off road market has brought a younger rider to the scene, a rider who loves the tech and the fact that you can keep riding for longer, faster. With bikes such as the