OPINION
Growing infrastructure investment has undoubtedly helped accelerate adoption, but retailers remain a vital part of the equation. Engaging with local authorities is hugely important, even if it takes persistence, to keep cycling firmly on the local and national agenda. We’ve actually found that in some areas, the local authorities were very grateful for the local involvement and their help in delivering an active travel community. Demo days are another game-changer, allowing potential customers to experience the bikes firsthand – often the decisive moment in their purchasing journey when their visualisation starts becoming attainable. We strongly encourage our dealers to run them, as they are immensely important for local cargo bike adoption and for the retailer’s own local marketing and sales generation.
Looking ahead, the critical question is
how we encourage more “non-cyclists” to swap their cars for bikes for at least some journeys. Interestingly, most Tern customers
aren’t what you’d call traditional “cyclists” at all. They’re people who may have cycled years ago but gave it up as life got busier. What brings them back isn’t sport or fitness, but the practicality and ease over car commuting. When they discover that a cargo bike can save time, money, and stress while offering a bit of exercise and
freedom, they’re hooked. I strongly believe that compact utility bikes will play an
‘THE INDUSTRY COULD
ALSO DO MORE TO WORK WITH LOCAL AUTHORITIES AND BLUE-CHIP COMPANIES TO ENCOURAGE BIKE USE FOR TRANSPORT AND COMMUTING, EDUCATING EMPLOYERS ABOUT THE WORKFORCE BENEFITS.’
even bigger role in everyday commuting as more people realise they can do far more with a cargo bike than with a standard commuter bike. We’re also seeing keen cyclists add a cargo bike to their fleet, not as a replacement for their road or mountain bike, but as a practical tool for everyday tasks that would otherwise require a car or small van. We’ve even seen our Orox mountain bike used to deliver other bikes to retailers for repair! The future is about expanding the definition of who cycling is for. Cargo and e-bikes make cycling accessible to more people than ever
34 | November 2025
www.bikebiz.com
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