BRANDS


Tern’s Orox received a coveted Eurobike Gold Award “We have a UK warehouse which knows the UK bike


market inside out. So, 2024 has been a positive year for the team.”


Feeling optimistic?


Looking at the months ahead, Bickerton said: “[Tern has] all sorts of new plans, which will be revealed when we are ready. We guard our development activity very closely and only like to announce new stuff just before it becomes available, so watch this space.”


But what about the future of the industry? It’s been a turbulent few years following Covid, so how hopeful can we be in our expectations looking ahead? “As for the future for the industry, I know that we are still suffering from the knock on effects of the pandemic


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boom and bust, compounded by the continuing logistical issues caused by Brexit, but I am optimistic about the future especially for the e-cargo bike sector,” Bickerton said. “I am also hopeful that as that disruptive period fades into


history, the market for all bikes will show signs of recovery. “We need to support the industry in promoting cycle usage, with special focus on cycling for transport, and hoping the new Labour Government will support infrastructure and getting more people on bikes. The volumes should recover, but I know in my bones that it won’t happen overnight.


“What we can be confident about is that bikes and


e-bikes are some of the best products to spend your money on, and are good for the climate, the economy, health, and can be relied upon to bring out a big smile to the cyclist.” 


September 2024 | 47


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