Austria

Market highlights

With total sales tipping €1 billion, Austria is a mature bicycle market. Retail preferences are characterised by durable, high-performance mountain bikes and e-bikes, reflecting its alpine terrain. Currently, leasing and investments in cycling infrastructure are also positively influencing the market.
E-bike market share:
52%
Industry Association:
Pierer New Mobility is scaling back its activities in the e-bike business. - Photo Pierer New Mobility
Financial

Ailing Pierer New Mobility AG streamlines bicycle and e-bike business

MATTIGHOFEN, Austria - The financial struggle at the motorcycle division of Pierer Mobility AG could not take place without having an impact on the e-bike department. The company has now announced that its regional activities in South Africa, Germany and the UK will gradually be wound down in a controlled manner.

At home in Wels, Austria: the two-wheeler giant Pierer Mobility AG. – Photo Pierer Mobility AG
Financial

Troubled Pierer Mobility hires investment bank to oversee...

WELS, Austria - After motorcycle company KTM AG had to file an application for restructuring proceedings with self-administration at the end of November, its parent company Pierer Mobility AG commissioned Citigroup Global Markets Europe AG on 17 December to reorganise the ownership structure.

This duo will steer Simplon's future: the newly designated CEO Christoph Mannel (left) and CFO Gerhard Buchmüller. – Photo Eva Sutter
Mergers & Acquisitions

Austrian investor takes over ailing compatriot Simplon

VIENNA, Austria - After a three-month restructuring process a new investor has secured the successful restart of Austrian custom-bike builder, Simplon. SOL Capital Management GmbH announced an undisclosed capital injection by one of its funds securing the future of the bike manufacturer.

Some 3,700 people are employed by KTM AG in Austria. The reduction in domestic production will certainly also lead to further job losses. – Photo KTM AG
Financial

Pierer Mobility restructures KTM AG amid multi-million financial...

WELS, Austria - Pierer Mobility AG, the owner of bicycle and e-bike brands Husqvarna, GasGas and Felt has announced that it will apply for debtor-in-possession restructuring proceedings for its motorcycle subsidiary KTM AG on Friday. KTM AG's financing requirements are "currently in the high three-digit million euro range."

Pierer Mobility has extended its restructuring program from its bicycle division to the motorbikes as well. – Photo Pierer Mobility
Financial

Pierer Mobility discussing financial injection and downgrades...

WELS, Austria - The macro-economic conditions made two-wheeler giant Pierer Mobility AG already revise its forecast for the current financial year in October. Moreover they communicated a far-reaching restructuring program of its bicycle and e-bike sector. It now turns out that the liquidity requirement for its motorized two-wheeler business has a much bigger impact on the financial stability of the whole company.

As a result of the market circumstances Pierer Mobility revoked its guidance for the 2024 financial year. – Photo Pierer Mobility
Financial

Pierer Mobility scales back market outlook for 2024

WELS, Austria - As a result of the market circumstances for e-bikes, bicycles and motorbikes, Pierer Mobility will fall short of expectations in terms of revenue and earnings, as well as with regard to the reduction in working capital and net debt in the current financial year. Therefore, the company has revoked its guidance for the 2024 financial year.

With a CV including PriceWaterhouse, Hugo Boss and Red Bull, new CEO Bernd Hake is bringing a lot of experience to the kid's bike brand. – Photo Woom
People

Woom appoints new CEO to push internationalisation

VIENNA, Austria - Children and youth bike manufacturer Woom has appointed Bernd Hake as CEO. He succeeds Paul Fattinger, who is leaving by mutual agreement after three years in charge. According to the company, the change in management is a further step in its development from a start-up to an established international brand.

Bike maker Simplon is facing strong headwinds. - Photo Dieter Wertz
Insolvency & Chapter 11

Simplon applies for Chapter 11 status as restructuring procedures...

HARD, Austria - Business has not always gone smoothly at Austria's second largest bicycle manufacturer, Simplon Fahrrad GmbH. How big these problems were, became public when the shareholders replaced the management at the end of 2023. This year's industry-wide double-digit sales drop left a real skid mark on Simplon's revenue, forcing them to apply for a Chapter 11 status this week to support the ongoing restructuring process.

The Husqvarna e-bike, GasGas e-bike and Felt sales increase in the first 6 months of 2024 could partly compensate for the loss of R Raymon. – Photo Pierer Mobility
Financial

Pierer Mobility suffers from loss-making bicycle business

WELS, Austria - According to Pierer Mobility AG volatile and difficult economic conditions led to a negative first half 2024 result. The company also harmed itself with some short-term strategy changes after entering the bicycle and e-bike business. Now they have to pay the bill. In other words: drastic measures are being taken.

Woom bikes are available in three ranges suitable for children aged between 6 and 14. – Photo Woom
Distribution

Woom expands into UK with successful kid's bike range

LONDON, England - Austrian kid's bike brand, Woom has now entered the lucrative UK market. Having had success in 30 other countries and sales of over 1 million units, Woom bikes will be distributed by UK trade partners online and in-stores.

Ambition proved not to be enough for now insolvent contract manufacturer WSF Bicycle Technology GmbH based in Regau, Austria. – Photo WSF Technology
Insolvency & Chapter 11

Austrian manufacturer WSF liquidated as restructuring plan fails

REGAU, Austria - The restructuring plan of the young bicycle and e-bike contract manufacturer WSF Bicycle Technology GmbH, which slipped into insolvency on April 24, has failed. Despite big ambitions, all assets are now being liquidated, the insolvency administrator Dr. Klaus Schiller confirmed to Bike Europe.

Following disinvestments last year, Pierer Mobility counts two e-bike brands in its portfolio, Husqvarna and GasGas. – Photo GasGas
Financial

Pierer Mobility adjusts 2024 guidance downwards as sales slide

WELS, Austria - As the momentum in Pierer Mobility AG's core motorbike markets in the US and Europe has slowed significantly in 2024, the Austrian two-wheeler giant announced the implementation of a comprehensive package of measures. It also includes a realignment of the bicycle division. Compared to 2023, the Austrians are now assuming a double-digit motorbike and e-bike sales drop.

Europe's main bicycle markets had to swallow significant losses in a challenging year. - Photo Bike Europe
Market Report

European e-bike sales take step back in 2023

ZEIST, The Netherlands - Undeniably European e-bike sales took a step back last year. In 7 European countries which have already reported their market statistics for 2023, the total volume decreased by 8%, from 4,555,264 units in 2022 to 4,178713 last year.

Outgoing MD, Bernd Lesh (pictured here at the PNM booth at Eurobike 2023) left Pierer New Mobility last month at his own request and taken a new position at Hepha Bikes. – Photo Jo Beckendorff
People

Pierer Mobility announces in-house management changes

WELS, Austria - According to stock-listed Pierer Mobility AG's e-bike subsidiary Pierer New Mobility (PNM) the developments in the bicycle market prompted them to implement a strategic realignment in 2023 already. Now PNM-Germany MD and Sales Manager DACH Bernd Lesch left the company at the end of April at his own request, the company has taken the chance for a reorganization of the management with an in-house solution.

Alongside (e-)cargo bikes, sales of (e)folding bikes like those offered by Viennese bicycle supplier Vello also shifted up a gear in 2023. – Photo Vello Bike Subscribers only
Subscribers only
Market Report

Subscribers only E-bikes take the lead in tough Austrian bike market

VIENNA, Austria - Even though the Austrian 2023 bicycle market recorded a double-digit drop in both volume and value sales compared to the previous year, there are several positives to point out. Sales topped €1 billion for the third consecutive year in a row and e-bikes now account for three quarters of the market value. Leasing and investments in cycling infrastructure are also positively influencing the market.

Slipped into insolvency: Austria’s bicycle and e-bike contract manufacturer WSF Bicycle Technology GmbH. – Photo WSF Technology
Financial

Austrian bicycle manufacturer WSF Technology insolvent

REGAU, Austria - Contract manufacturer WSF Bicycle Technology GmbH applied for insolvency on 24 April. The challenging market situation in the bicycle industry has resulted in financial problems for yet another company.

Following disinvestments, GasGas and Husqvarna take the lead in Pierer Mobility’s e-bike portfolio. – Photo GasGas
Financial

Bicycle segment restructuring impacts Pierer Mobility's 2023 earnings

WELS, Austria - Pierer Mobility Group warns for more consolidations and job losses in its bicycle and e-bike division in the year ahead in its preliminary financial figures for 2023. The company did report a 9% increase in consolidated sales to a new record of almost €2.7 billion in 2023, but that increase was fully attributed to its motorcycle business.

Looking positively to the future again: KSR Group CEOs Michael (left) and Christian Kirschenhofer. – Photo KSR
Financial

KSR Group successfully completes financial restructuring

GEDERSDORF, Austria - Two-wheel mobility product supplier, KSR Group, has successfully developed a restructuring plan since applying for a chapter 11 status earlier this year. With this, 140 jobs have been retained, independent business decisions can be made again and there are even talks with potential investors, reports the company from Austria.