Electric-assist bicycles account for 54% of the value of new bicycles sold in France and 28% of the volume, at an average price of €1,999 (Observatoire du cycle 2025, Union Sport & Cycle). At that price point, each discount point is worth twenty euros; every model that remains in stock past its model year costs hundreds of euros; and the customer pays a remaining balance that depends on the subsidies offered by their municipality.
White paper
Bicycles and e-bikes: setting prices for models costing several thousand euros
This white paper shows how to manage pricing for a bicycle department at three levels: the model year (when and by how much to reduce the price of a model slated for replacement), the package (equipment, workshop services, and parts over three years), and the price paid (local subsidies, sustainable mobility fees, and long-term rentals). Verified figures from 2025 and 2026 (Union Sport & Cycle, Ifop for the Jean-Jaurès Foundation, ZIV, ADEME, official documents).
By downloading it, you will discover
- Why the release date of the next vintage should be the basis for every pricing decision
- How to Calculate the Cost of Carrying an Electric Bike and Compare an Upfront Payment to a Deferred Discount
- How to Prevent Old and New Vintages from Competing on the Same Shelf
- Why do equipment and the workshop account for a much larger share of the profit margin than of total revenue in a country where 3.5 times as many bicycles are repaired as are sold new?
- How capped local subsidies are shifting the price thresholds for entry-level models, when 58% of French people who don't own an electric bike cite its cost
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