OPINION
The Future of Urban Mobility: How Cargo Bikes Are
Transforming Commuting
James Parker, Head of Sales for UK & Ireland for Tern’s distributor OGA, shares his insights on how cargo and e-bikes are dramatically transforming urban mobility, highlighting key markets, retailer strategies, and the industry’s role in encouraging wider adoption beyond traditional cyclists.
A
s Head of Sales for UK & Ireland for Tern’s distributor OGA, I’ve had a front-row seat to the dramatic evolution of
urban mobility. What many once dismissed as a niche product, cargo and e-bikes are now transforming how we live, work, and move. It’s no surprise that London leads the way in cargo bike adoption. In London – and increasingly all big cities - customers are actively looking for alternatives that save them time and money, and the retailers who stock our bikes are benefitting hugely from this. Where congestion, expensive or limited parking, and a decent level of cycling infrastructure converge, the demand for cargo and utility bikes soars. This pattern isn’t unique to the capital; we see it replicated in city centres like Bath, Birmingham, Brighton, Bristol, Cardiff, Cambridge, Dublin, Edinburgh, Exeter, Glasgow, Guildford, Norwich, Oxford, and Sheffield. Other areas of Yorkshire and the Channel Islands are also thriving Tern markets. The message is clear: if your local area has the shared attributes of population density, traffic, congestion, and high transport costs, cargo bikes are poised to thrive. Retailers who recognise this early can establish themselves as the “go-to” experts before demand truly takes off, a phenomenon we’ve witnessed across the country. Many retailers initially hesitate, wondering if cargo bikes suit their market. My honest opinion? The absence of cargo
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bikes often signifies a lack of exposure, not a lack of demand. People simply haven’t been exposed to them yet. The key ingredients for success are simple: good infrastructure, a handful of enthusiastic early adopters, and a retailer who truly understands the category, offering excellent support across the entire ownership experience, from education to ongoing maintenance. Once even a small number of cargo bikes
are seen regularly, curiosity sparks, leading to research and ultimately, new customers. As soon as people see their neighbours effortlessly dropping off kids at school, running errands, or replacing short car
trips with ease, they begin to envision themselves doing the same. Retailers are crucial here, making cargo bikes visible, accessible, and easy to try out. The change in the cargo and e-bike market over the past decade has been dramatic. When I first showcased a pre-production sample of our now best-selling GSD seven or eight years ago, many thought I was joking and were convinced the idea would never take off. Today, those very same stores are stocking Tern bikes or are eager to become dealers. Those who recognised early on that cargo bikes could transform daily life for parents, commuters, and tradespeople have reaped the rewards, building strong businesses around this very category as a direct result.
November 2025 | 33
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