Are e-bikes the motor industry’s biggest threat?
January 13, 2025
![man riding e-bike through London traffic](https://cdn.prod.website-files.com/640ee4b2979c11d46a70fafa/678e3d13fe31c2794808e296_iStock-1085622412-ezgif.com-optijpeg.jpg)
The motor industry has faced challenges before, but e-bikes could be its biggest threat yet.
With the internal combustion engine being phased out and electric cars struggling to gain universal acceptance, the dominance of the private car looks less certain. Buyers remain wary of electric vehicles (EVs), citing concerns over charging infrastructure, range anxiety, and resale values. And for many young people, the emotional attachment to cars has faded, replaced by the convenience of apps like Uber or bike-sharing schemes such as Lime.
This generational shift, combined with eye-watering motor insurance premiums, has created an opening for e-bikes. These versatile machines have the potential to redefine urban transport, offering affordable, efficient, and eco-friendly alternatives to private car ownership. Yet, the UK government’s neglect of e-bikes – the ‘Cinderella’ of electric vehicles – has left this opportunity largely untapped.
Breaking the cycle of car dependency
Despite their promise, e-bike adoption in the UK remains stagnant, with annual sales stuck at around 150,000 units since 2021. By contrast, France, spurred by government subsidies, sold over 750,000 e-bikes in 2023.
Unlike electric cars, e-bikes don’t require an expensive charging infrastructure. Their batteries can be removed and charged indoors, making them more accessible and practical for everyday use. From commuters combining cycling with public transport to businesses adopting cargo e-bikes for last-mile deliveries, the potential to transform urban areas is enormous. E-bikes could help tackle congestion, reduce pollution, and make streets safer, yet they remain side-lined.
The barriers to e-bike adoption are multifaceted. Poor-quality imported retrofit kits have spurred safety concerns and tarnish the industry’s reputation. The lack of subsidies further stifles growth, leaving us trailing our European neighbours.
![side view of man sitting on e-bike with parked cars and high-rise housing in the background](https://cdn.prod.website-files.com/640ee4b2979c11d46a70fafa/678e3fb2fe31c279480c2c37_678e3ed1d692d044a4108e37_iStock-1134616900-ezgif.com-optijpeg.jpeg)
The power of the motor industry’s PR machine
It may sound conspiratorial to suggest the motor industry works against e-bikes, but widespread adoption would undoubtedly disrupt car sales. And the industry’s influence on public perception cannot be understated. The roots of the motor industry's PR machine go back a century. As car ownership boomed in the United States, and the population became increasingly alarmed at the resulting casualty figures, the National Automobile Chamber of Commerce (NACC) began shifting blame for road collisions onto pedestrians.
George M. Graham, head of the NACC’s safety committee, orchestrated a PR campaign that framed cars as rightful rulers of the road. His team sent press releases to newspapers, pre-determining that pedestrians were at fault in most collisions. This narrative not only shifted responsibility, but normalised car dominance, a legacy that endures today.
So started a century of aggressive lobbying to promote and maintain car dependency.
Although it's on the decrease, spending on newspaper advertising by car makers in the UK still tops £1m per month. Perhaps it's little surprise then that the media continues to peddle a car-centric perspective. Misreporting of road collisions often absolves drivers of responsibility, while e-bikes have become the whipping boy of UK roads. A recent edition of BBC’s Panorama focused on overpowered delivery bikes and pedestrian risks but failed to provide a balanced view. The programme overlooked the transformative potential of e-bikes, perpetuating misconceptions instead of fostering understanding.
Learning lessons from our neighbours
The Netherlands offers a compelling case study. With its extensive cycling infrastructure and government support, the country has successfully integrated e-bikes into its transport system. Challenges remain, but Dutch cities have shown that a rational, measured approach can maximise the benefits of e-bikes while addressing safety concerns.
Unless the UK can adopt this kind of rational approach to transport, e-bikes will remain on the side lines. To unlock their full potential, we need to challenge car dependency, demand fair media representation, and push for policies that put people and the planet first. Only then can we realise the vision of safer, cleaner, and more liveable streets.
Broken down on your e-bike?
It's an unfortunate fact of life; bicycles can break down. Even the shortest journey comes to an abrupt halt if you can't fix a flat tyre, broken chain or buckled wheel at the roadside. It's why 30 years ago we launched Cycle Rescue - the first breakdown cover policy for bicycles.
ETA Cycle Rescue covers e-bikes, too. If you ride a road-legal electric bicycle, we’ll cover it against mechanical faults, punctures or a flat battery.
How does Cycle Rescue cover work?
If you suffer a breakdown (including punctures, or even a flat e-bike battery) while out cycling, or are unable to continue due to an injury, our 24-hour Cycle Rescue team is on hand to arrange transport for you and your bicycle to a safe location.
Cycle Rescue costs only £24 per year with no hidden extras to pay if your bicycle suffers a breakdown.
Get Cycle Rescue for free when you buy ETA cycle insurance
Every cycle insurance policy of ours includes the following as standard:
• Theft, accidental damage & vandalism
• E-bike battery theft cover
• Cycle Rescue
• No devaluation of your bike over time
• £2m third party PLUS £20,000 personal accident cover
• Shed and garage storage
• Low standard excess of 5% (£50 minimum)
![cargo e-bike being carried on the back of a large breakdown recovery lorry](https://cdn.prod.website-files.com/640ee4b2979c11d46a70fafa/6787d708a830174c350e8f64_6787d664834f711ac162da96_eta_247_cyclerescue_ad_image-ezgif.com-resize.jpeg)
The ethical choice
The ETA was established in 1990 as an ethical provider of green, reliable travel services. Over 30 years on, we continue to offer cycle insurance , breakdown cover and mobility scooter insurance while putting concern for the environment at the heart of all we do.
The Good Shopping Guide judges us to be the UK's most ethical provider.
Information correct at time of publication.