lutz, kucher, consulting, design, strategy, design thinking, market innovation, product range, brand strategy, design strategy, brand experience, customer experience, experience design, disruptive mobility,
                                lutz, kucher, consulting, design, strategy, design thinking, market innovation, product range, brand strategy, design strategy, brand experience, customer experience, experience design, disruptive mobility,

eScooters vs eBikes

journal_09_01_2019

eScooters - will the soon to be ‚legalized‘ new micro mobility change the shopping list of urbaneers?

while eScooters are just about to appear on the road, ebikes are already commonplace. sales for ebikes have roared in 2018 and the hopes are high, that the hype will continue.

yet, with eScooters, there will be a new kid on the block. and just like ebikes, it‘s new, it‘s electrically powered and it‘s fun. add a certain coolness factor, a compact size and on top a significantly cheaper price point ... you can guess what will happen.

how many people will buy them instead of ebikes? how many will buy them additionally and who exactly will buy them? kids, or young urban trendsetters, or the matured establishment, hoping to buy themselves a piece of coolness? maybe even ‚banned‘ diesel drivers, looking for an alternative to get around town?

the question is – how much impact will eScooters have on ebike sales? and on which types and price segments? should a retailer change the focus of his e-offering? and should an ebike-producer participate in that product category, and if so, with which differentiation strategy? will eScooters, just like in the USA, be rather a sharing/rental phenomena than something people would like to own?

i believe that both, rental and ownership, will develop well. and with that, eScooters will become a permanent member of urban mobility, once a couple of solvable concerns, such as theft, range and safety have been addressed. and then they will compete with ebikes for the eventually tighter wallets of most of us. whether they will cause a stagnating or even decreasing ebike market, depends at this moment on too many variables, so it‘s hard to say. one thing though seems to be quite likely – the rise of ‚mixed e-mobility‘ brands, retailers and providers. driving the development of the next ‚new kid‘ of an increasingly diverse urban mobility.