Updated: September 2024
As the ebike category continues to evolve, understanding the marketing performance of emergent brands is crucial. Both for identifying trends and competitive advantages. This article dives into how ebike brands stack up on factors ranging from awareness, discoverability, brand preference, social following and introductory messaging.

Which ebike brand leads online discoverability & intent?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2019 – Sept 2024 + Q4 projections

Kudos to the team at Lectric for an impressive rise. Rad Power and Aventon were alone on the top of organic traffic until this year. Also picking up momentum are Himiway, Ride1Up and Quiet Kat. But how does this compare to people searching for them by name?

Which ebike brand leads in mid-funnel branded search volume?

Source: Google Data, Estimated Monthly Search Volume, Sept 2024

Rad Power claims this one. Or do they? We’d suggest this is a false positive as “Rad Power Bikes” is part of their name. If we look at more specific search terms like “brand + bike accessories” we see that Lectric and Aventon hold their own.

Which ebike brands are found by name versus solution?

Source: Google Data, Estimated Monthly Search Volume, Sept 2024

When looking at branded vs non-branded search traffic estimates, most brands have a pretty consistent ratio. Only Gazelle and Juiced stand out as having less brand and more non-brand compared to the rest of the category, which makes sense as Gazelle sells through bike shops vs DTC.

Which ebike brands have the most valuable digital real estate?

Source: Google Data, Sept 2024

Is it any wonder that the up-and-comer Lectric has worked to earn the top spot for “electric bike” search term? Also interesting that Specialized ranks well for the comparison term “best ebikes” yet the other brands in our comp set do not.

Which ebike brand leads in social followers?

Source: Social Follower, Sept 2024

The majority of followers are on Facebook and Instagram for the top 3 brands. Interesting to see Lectric leading in TikTok while Aventon places a larger emphasis on Instagram.

How does ebike brand introductory messaging read?

Source: Website Homepage, Sept 2024

By stripping away the visual design elements, we can focus on the hierarchy of homepage messaging. All 3 brands strike a balance between direct-response offers & deals while also introducing their brand promise & ethos.

But we’re just scratching the surface. Worth further analysis:

1. How has consumer demand accelerated the category?
2. How has funding shifted marketing initiatives?
3. How are traditional bike manufacturers responding?
   

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About this competitive set:

Rad Power
Rad Power Bikes offers a diverse range of affordable electric bikes for various purposes, including trail riding and cargo hauling. They provide lifetime customer support and partner with local bike shops for service, making them a popular choice for both new and experienced riders.

Aventon
Aventon focuses on creating thoughtfully engineered and designed ebikes with features like torque sensors and integrated lights with turn signals. They offer models with impressive range capabilities, up to 80 miles, and have garnered over 40,000 five-star reviews.

Lectric
Lectric eBikes specializes in affordable, foldable electric bikes with a focus on utility and accessibility. They offer a variety of models, including long-range options, cargo bikes, and even an electric trike, all designed for easy assembly and backed by fast, free shipping and excellent customer service.

Himiway
Himiway produces electric bikes designed for adventure and all-terrain riding. They offer robust, long-range ebikes suitable for off-road use and exploration.

Gazelle
Gazelle is a Dutch bicycle manufacturer with a long history, now producing high-quality electric bikes. They focus on city and commuter ebikes with a European design aesthetic.

Juiced
Juiced Bikes offers high-performance electric bikes with powerful motors and large battery capacities. They cater to riders looking for speed and long-range capabilities in their ebikes.

Ride1Up
Ride1Up produces affordable electric bikes for urban commuters and casual riders. They focus on delivering good value with a balance of performance and price.

Tern
Tern specializes in folding bikes, including electric models, designed for urban mobility and multimodal transportation. Their ebikes are compact, portable, and ideal for city dwellers with limited storage space.

Quiet Kat
Quiet Kat focuses on electric bikes designed for hunting, fishing, and outdoor adventures. They offer rugged, all-terrain ebikes with features tailored to outdoor enthusiasts and sportsmen.

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