Irvine, CA – September 12, 2025 – The National Bicycle Dealers Association (NBDA) unveiled the results of its recent survey assessing E-bike system suppliers. With the E-bike category experiencing unprecedented growth, the feedback gathered from bicycle retailers across North America provides invaluable insights into supplier performance and retailer satisfaction.
The survey, which was open until June 10, 2025, received an overwhelming response from 224 participants. Retailers were asked to rank E-bike system suppliers based on overall quality, satisfaction, training, brand recognition, attractiveness, service timing, warranty and support, maintenance, and batteries.
The survey focused on bike dealers' experiences with electric bike system suppliers, encompassing motors, batteries, and displays. The electric bike system suppliers refer to both the full closed system and the individual components, such as motors, batteries, and displays, separately.
Bosch Emerges as Clear Market Leader
The clear standout from the survey was the Bosch E-bike system, which received top rankings across multiple categories. Bosch has been at the forefront of innovation in E-bike drive systems for over a decade, offering top performance, quality, and digital services that shape the future of E-bike mobility.
"We recognize the vital role that E-bike system suppliers play in driving our industry," stated Heather Mason, President of NBDA. "Through their participation in this survey, bicycle retailers have provided crucial insights into supplier strengths and opportunities for improvement across the E-bike ecosystem."
"We are honored to see Bosch eBike Systems recognized as the leader in overall satisfaction and quality," said Claudia Wasko, VP/GM Americas, Bosch eBike Systems. "Delivering exceptional reliability, quality and product safety reflects our Bosch heritage, and our dedication to maintaining a service-first approach continues to be our primary focus."
Key Survey Insights
The comprehensive analysis reveals surprising competitive dynamics within the E-bike system marketplace that challenge conventional industry assumptions:
Market Leadership Surprises: While clear leaders emerged across categories, the results show unexpected competitive positioning that reveals significant opportunities for both suppliers and retailers.
The Stocking vs. Selling Gap: The survey uncovered fascinating disparities between what retailers choose to stock versus what they actually sell, providing crucial insights into inventory management and profit optimization strategies.
Category-Specific Performance Rankings: Detailed rankings across nine key performance areas reveal which suppliers excel in quality, service timing, battery technology, maintenance, and warranty support - with some surprising leaders in specific categories.
Brand Recognition vs. Reality: Consumer brand preferences don't always align with actual performance metrics, creating opportunities for strategic positioning and marketing initiatives.
The Service Excellence Factor: Critical insights into how service timing and support responsiveness are reshaping competitive advantages in ways that may surprise industry stakeholders.
Retailer Success Factors: In-depth analysis of what retailers value most from suppliers, including previously unexamined factors that directly impact store profitability and customer satisfaction.
Industry Impact
The survey results underscore the maturation of the E-bike system market, where technical excellence must be matched with exceptional retailer support and customer service. The findings reveal that success in this rapidly growing market requires manufacturers to balance superior product quality with comprehensive training programs, responsive warranty support, and ongoing technical assistance for retail partners.
The complete survey results, including detailed rankings and comprehensive analysis across all nine performance categories, are exclusively available to NBDA members at no charge. Non-members may access the full report for $99 through the NBDA website at [www.nbda.com].
About the NBDA
The National Bicycle Dealers Association exists to support the specialty bicycle retailer. Through a combination of education, research, communication, and advocacy, the NBDA works to enhance retailers' profitability and promote a passion for cycling. The NBDA is a non-profit organization supported by its membership of retailers and industry partners, and is led by President Heather Mason, who has been at the helm since 2021. Guided by a rotating Board of Directors, the association represents over 1,000 members across North America.
The NBDA provides essential resources, such as webinars, research reports, and advocacy programs, to help retailers stay competitive and informed. Members also benefit from initiatives like the Supplier Reduction Program and educational content that addresses industry challenges like profitability and inventory management.
For more information about the National Bicycle Dealers Association and its initiatives, visit NBDA's website.
