With the e-bike category experiencing unprecedented growth worldwide, feedback gathered from bike retailers in North America has provided invaluable insights into supplier performance and retailer satisfaction.
The National Bicycle Dealers Association (NBDA) has released the results of its recent survey assessing e-bike system suppliers. The survey of bike dealers, which was open until June 10, 2025, reportedly received an overwhelming response from 224 participants.
Retailers were asked to rank e-bike system suppliers based on overall quality, satisfaction, training, brand recognition, attractiveness, service timing, warranty and support, maintenance, and batteries.
The survey was reportedly focused on bike dealers’ experiences with e-bike system suppliers, encompassing motors, batteries, and displays. Electric bike system suppliers refer to both the full closed system and its individual components, such as motors, batteries, and displays, separately.
Bosch Emerges as Clear Market Leader
The clear standout from the survey was the Bosch e-bike system, which received top rankings across multiple categories.
NBDA said Bosch has been at the forefront of innovation in e-bike drive systems for over a decade, offering performance, quality and digital services that shape the future of e-bike mobility.
“We recognize the vital role that e-bike system suppliers play in driving our industry,” stated Heather Mason, president, NBDA. “Through their participation in this survey, bicycle retailers have provided crucial insights into supplier strengths and opportunities for improvement across the e-bike ecosystem.”
Key Survey Insights
NBDA stated that its analysis revealed competitive dynamics within the e-bike system marketplace that challenge conventional industry assumptions. They include:
- Market Leadership Surprises: While clear leaders emerged across categories, the results reveal unexpected competitive positioning, highlighting opportunities for suppliers and retailers.
- The Stocking vs. Selling Gap: The survey revealed disparities between what retailers’ stock and what they sell, offering insights into inventory management and profit optimization strategies.
- Category-Specific Performance Rankings: Detailed rankings across nine key performance areas identified which suppliers excel in quality, service timing, battery technology, maintenance, and warranty support, with some leading in specific categories.
- Brand Recognition vs. Reality: Consumer brand preferences often diverge from actual performance metrics, creating opportunities for strategic positioning and targeted marketing initiatives.
- The Service Excellence Factor: Insights into how service timing and support responsiveness are reshaping competitive advantages in ways that could surprise industry stakeholders.
- Retailer Success Factors: In-depth analysis of what retailer’s value from suppliers, including previously unexamined factors that directly impact store profitability and customer satisfaction.
Industry Impact
The trade association stated that the survey results “underscore the maturation of the e-bike system market, where technical excellence must be complemented by exceptional retailer support and customer service.”
“The findings reveal that success in this rapidly growing market requires manufacturers to balance superior product quality with comprehensive training programs, responsive warranty support, and ongoing technical assistance for retail partners,” NBDA noted.
The survey results, including rankings and comprehensive analysis across all nine performance categories, are available exclusively to NBDA members.
Image courtesy Bosch eBike Systems
