The Interest in Electric Bikes Can be Quantified

The Interest in Electric Bikes Can be Quantified
Executive Summary.
The Australian demographic is interesting concerning their approach to electric bikes. According to Peter Bourke, general manager of Bicycle Industries Australia, more than 50 brands offer different ranges of bikes. The past three years show how easily this market can be saturated, meaning entry into it will be challenging despite its lucrative nature. Australia enforces the European standard electric motor of 250 watts of maximum continuous power which, when peddled, reaches a maximum of 25 km/h CITATION Els19 \l 1033 (Kennedy, 2019). The appetite for electric bikes in the country is ever-rising; however, there is clear evidence that the country's infrastructure is currently overwhelmed. A rise in modified and illegal motorbike culture in the country provides the perfect growth opportunity for Worldwide eBikes. There are increased efforts to increase the speed capacity to 32 km/h or further to 40 km/h to help curb the illegal modification of current models CITATION Ned21 \l 1033 (Nedim & Hickey, 2021).
Illegal modifications and lack of infrastructure are the biggest issues facing the electric bike industry in Australia. Consequently, the company that solves the issue will be first in the line leading a revolution in an already thriving market. Worldwide, eBikes seeks to be competitive in Australia; therefore, it will require focused marketing strategies. Digital marketing will delve into how different Australia is compared to other countries with a high demand for electric bikes. To gain a competitive advantage, Worldwide eBikes will analyze the uniqueness of the current products and services offered in the electric bike market. The clientele's dominant culture will give the company the needed insight into interests, dislikes, political affiliations, and potential income. The research will be used to make informed decisions on expected sale volumes and advertising.
Digital Market Opportunity.
The Australian electric bike market is one legislation away from the market developing a life of its own. In the same vein, the industry's enthusiasm and excitement can come crumbling down if the government finds the means to prosecute individuals with illegal modifications. At the moment, 25 km/h is the lowest globally, with lobbyists arguing that a change in regulations is better for the safety of cyclists and pedestrians. The injured and older people used electric bikes; thus, slower speeds made sense in the early years. However, the modern consumers are young people and the working class who enjoy a sweatless ride to the office. A change in regulation will ensure speed enthusiasts and experienced riders can enjoy models with higher speeds not achieved through illegal modifications CITATION Ned21 \l 1033 (Nedim & Hickey, 2021).
Australia's urban network has the opportunity to create an infrastructure that will make the use of an electric bike sensible. For instance, the city of Melbourne committed $28m to active transport improvements in its 2019-20 budget CITATION Els19 \l 1033 (Kennedy, 2019). This would cater for the repairs and completion of gaps 500 meters long in the bike network. However, this is a challenging undertaking as providing infrastructure services to meet the demands of businesses; households remain one of the most challenging steps of economic development. By that merit, the use of electric bikes increases compared to conventional bikes, with the trips being significantly longer. ebike users also replace their daily car trips in the long run, consequently helping to reduce emissions and congestion in parking and transit CITATION And22 \l 1033 (Anderso, et al., 2022).
The interest in electric bikes can be quantified by analyzing keywords and the search frequency of Australians. Top searches include "importing electric bikes into Australia," "best electric bikes Australia 2022", "Australian e-bikes e-bike sales," electric bicycle laws by state," "e-bike top speed Australia," "e-bike for sale," "e-bike Australia." This information is obtained from the world's largest and most capable SEO, Google, and it will help Worldwide eBikes make marketing decisions regarding advertisements and products.
The first keyword shows that the Australian population is open to importing electric bikes into their country. The research can factor in their lack of satisfaction with local brands, regulations, and local products' prices. However, this is ground zero for the first problem plaguing the electric market in Australia. The country has obvious shortcomings as it struggles to keep up with differentiating legal electric bike imports from illegal ones. Only one lab in South Australia can test the legality and roadworthy merit of the bikes CITATION Els19 \l 1033 (Kennedy, 2019).
Consequently, police have limited resources to test bikes and only do so when an infringement or accident is committed. It is estimated that 5-10% of e-bike riders use modified bikes that travel at speeds greater than 25 km/h CITATION Els19 \l 1033 (Kennedy, 2019). An expensive marketing solution is for Worldwide eBikes to set up a lab that will double down as repair shops around the country. This approach will solve a huge problem for the Australian police and border customs; consequently, they will be more inclined to advocate for Worldwide eBikes compared to other competitors.
A look into the completion is essential in a company's ability to create a strategic marketing plan. Dyson Bikes is one such company with a rich history and extensive infrastructure in Australia. For over 30 years, Dyson Bikes has become a household name and has accumulated an impressive customer base and infrastructure such as retailers and repair shops over time. Its brand's image is strong, especially since it is an Australian company producing quality Electric Bikes designed in Australia for Australians. Products created in Australia command loyalty, especially if they have the AMAG logo CITATION WAR20 \l 1033 (WARC, 2020). This is a registered certification trademark that facilitates communication between businesses and consumers. According to Australian-made, almost 99% of Australians recognize the logo, 92% trust that products carrying the logo are genuinely Australian, while 93% of Australians prefer Aussie products CITATION Aus22 \l 1033 (Australianmade, 2022). Stealth Electric Bikes also fall under products designed and engineered in Australia; therefore, adequate competition is likely to derail Worldwide eBikes' efforts.
Persona Research.
A 'buyer persona' is cultivated even before the consumer makes the purchasing decision. When buying an electric bike, the customer looks at the brand and other components like battery, engine, and their availability. It is documented that most Australians prefer to buy products made in Australia, standing at 93% as of 2021, an increase from 87% in 2020. Chinese-made goods stood at 21% in the same period, experiencing a 9% decline from the number recorded in 2019. The likeliest source of imports for Australians is goods manufactured in New Zealand, with 55% of their nearest neighbor CITATION Mor21 \l 1033 (Morgan, 2021).
Australia and top ten two-way trading partners (2019-20) *: % of people more likely to buy products depending on country of origin, 2019 vs. 2020
Despite the loyalty to Australian products, the electric bike market can be won by who gives the best value since it is still a growing technology. Therefore, Worldwide eBikes needs to understand what makes Australians loyal to their local products and give it to them in a better way. Such an approach may entail producing different models for male and female audiences. Other subtle differences like power, functionality, color, price ranges, and technical complexity are appreciated.
The economy of electric bikes is a great incentive as individuals seek to save money. This impetus is argued based that the cost of a bus commute for a year is equivalent to a $1,500 e-bike. It is also estimated that only a quatre of annual cyclists is women; however, there is a projected influx of women in the market. Jacqueline Baril, 31, from Perth, on electric bikes "It's awesome. I can make a 24km return trip with zero bike fitness. I can feasibly ride into the city three to five times a week. I'd never have done that on a pedal bike CITATION Nun21 \l 1033 (Nunn, 2021)." There is an untapped market with women cyclists as they can be persuaded to try cycling since the space is becoming convenient for them. Electric bikes appeal to women commuters as they significantly reduce sweating and makeup damage, especially in Australia's warm climate. Jacqueline also appreciates that the bikes can accommodate people with lingering injuries or lower fitness levels. E-bikes also make the riders feel safer than pedal bikes, especially among female riders. This confidence in the electric bike reassures the rider that they will finish the journey; therefore, they are likely to start.
Age as s factor is gaining importance in electric bikes since its popularity among young individuals. In the early stages of the electric bike movement, the products were mainly designed for people above 55 or people with injuries. Therefore, the designs were bland, and the speed was just enough to move around. Today's electric bikes are much more sophisticated and complicated such that it has managed to attract a young demographic. The designs keep up with their pedaled counterparts while the performance increases with improvements in technology CITATION ERI21 \l 1033 (SCHULTE, 2021). Electric bikes use electric motors that provide the rider with power assistance, consequently raising the bone of contention about what power is roadworthy. Traveling fast on an electric bike requires a certain degree of physical stability and a collective sense of balance to help reactive decision-making or avoid falling over. Unsurprisingly, this approach is what gives birth to the enthusiasm surrounding electric bikes at the moment. Young people are fascinated by the bi...