Giant vs. Pon.Bike: two models for an industry in struggle

At the ANCMA press conference held on March 31 in Bollate, the main takeaway was the market decline: 1,303,000 bicycles sold in 2025, down -4% compared to 1,354,000 in 2024. Data highlighting a deep structural crisis Looking more closely, traditional bicycles dropped to 1,047,000 units (-3%), while e-bikes declined to 256,000 (-7%). The first key insight is that the segment expected to drive growth – electric – is now the one declining the fastest. Even more significant is the historical comparison: compared to 2019, the market has lost over 400,000 bicycles, despite total revenue rising to approximately €2.5 billion, mainly driven by price increases (up to +32% in 2022). As clearly stated during the conference by Cristiano De Rosa, bicycles are now too expensive, and this represents a direct barrier to market access. The result is a system with lower volumes, higher prices, and reduced accessibility, where the contraction is not sudden but the outcome of a long post-COVID adjustment phase, further exacerbated by an increasingly evident issue of overstock: full warehouses that compress demand, slow product turnover, and disrupt the natural dynamics of the market. The struggle of the specialized retail channel The real breaking point, however, is not the aggregated data, but the evolution of sales channels. Specialized retail, which represents approximately 65–70% of the market, shows the sharpest declines (-14% e-bike and around -8% traditional bikes), while large-scale retail and online channels are growing, partially offsetting the decline of small and mid-sized retailers. This shift is redefining sell-out dynamics: the market is not disappearing, but moving toward more price-driven models and less in-person advisory. Large chains, thanks to competitive pricing and clearer, more structured product information, generate higher trust among consumers. Independent retailers, on the other hand, struggle precisely on clarity and efficiency. Another key point is that the number of physical stores is increasing (over 4,000 in Italy), indicating that retail is not disappearing but evolving, increasingly relying on services (technical assistance and workshops) rather than pure sales. At the same time, bicycle usage is growing (from 2% in 2015 to 4% in 2025), alongside emerging signals such as the expansion of rental (+47% active locations) and the weight of cycling tourism (€10 billion). All indicators of real demand that exists but does not automatically translate into purchases. An industry apparently moving in the opposite direction – but what does it mean? When looking at the industrial side, the picture reverses. In 2025, traditional bicycle production increases to 1,805,000 units (+6%), exports rise to 1,042,000 units (+11%), and imports drop to 284,000 units (-28%). The trade balance (exports minus imports) remains positive at +€172 million, indicating that Italian companies are still capable of transforming mostly Asian components into higher-value finished products. However, this raises critical questions: How long will it take for Chinese brands to enter Western markets with finished products and strong branding? We already discussed this here. To what extent does Italy’s lower labor cost compared to most European countries play a role? In other words, are we truly more competitive, or simply more cost-efficient in assembling mid-range consumer bicycles? The components segment shows even stronger dynamics (exports at €550 million +14.5%, imports at €577 million +25.4%), suggesting an increasing reliance on semi-finished goods for assembly. The Italian bike industry includes 220 companies, 17,000 direct employees, and €1.9 billion in industrial turnover, confirming a seemingly solid and competitive supply chain that positions Italy as a key European manufacturing hub, including contract manufacturing for major international groups. A symbolic data point shared by Piero Nigrelli (ANCMA): 40% of European children ride bicycles made in Italy. The paradox and the urgency to act The paradox is clear: the industry is growing while the domestic market is shrinking. This misalignment is even more evident in the e-bike segment, where Italy remains stuck at around 20% market share (compared to up to 80% in Northern Europe), with declines in production (-17%), exports (-20.7%), and imports (-7.8%). The structural issues are well known: insufficient infrastructure (only €150 million allocated out of €1.2 billion planned for mobility) low perceived safety – to the point that professional athletes like Pogačar have highlighted the risks of cycling in Italy – along with theft concerns lack of coordinated policies and the spread of non-compliant electric vehicles distorting the market insufficient education and cultural development around cycling These macro issues are real, but a crisis of this magnitude requires prioritizing actions that can be implemented within months, not years or decades. The system is not failing due to lack of products, but due to its inability to function efficiently: the connection between production and retail, between usage and purchase, and between supply and end users is breaking down. The real critical point The market is still being analyzed using traditional metrics (sales, production, exports), but the real issue is now different: the ability to convert potential demand into actual demand. This is also where immediate action is possible. It is necessary to make the offering more accessible and understandable through structured product data, support retail in its evolving hybrid role between sales and service, and enable manufacturers and distributors to digitize the supply chain. This would allow retailers to be effectively present online without the current frictions (time, skills, cost), and to intercept demand before the purchase decision. EurekaBike is the missing layer In this context, EurekaBike acts as an enabling infrastructure: a layer that organizes, standardizes, and distributes product data across the entire value chain, improving operational efficiency for brands and distributors, increasing information quality for retailers, and making the purchasing experience simpler and more relevant for the end user. At the same time, it connects supply and demand directly, transforming immobilized stock into sales opportunities and providing retailers with concrete tools to generate demand, both through the consumer marketplace AGORA (live at eurekabike.it) and through new B2B initiatives (HERMES) aimed at connecting distributors and retailers. The -4% of the Italian market should therefore be read as a symptom: the real issue is a misaligned system that, without a pragmatic and immediate intervention, will continue to produce inconsistent results regardless of the strength of the industry.

{ "@context": "https://schema.org", "@type": "BlogPosting", "headline": "Bicycle accessories: discover the LED light with built-in GPS", "alternativeHeadline": "The LED light with integrated GPS: safety, anti-theft protection and 4G technology", "image": "https://www.eurekabike.com/media/blog/led-light-gps-bike.jpg", "author": { "@type": "Person", "name": "EurekaBike Editorial Team" }, "publisher": { "@type": "Organization", "name": "EurekaBike", "logo": { "@type": "ImageObject", "url": "https://www.eurekabike.com/logo.png" } }, "mainEntityOfPage": "https://www.eurekabike.com/blog-en/bicycle-accessories-led-light-gps", "datePublished": "2025-10-23", "dateModified": "2025-10-23", "articleSection": "Bike Accessories", "inLanguage": "en-US", "keywords": "bike accessories, LED light, GPS bike, PAJ GPS, e-bike accessories" } Among the most innovative bicycle accessories currently on the market, the new LED light with integrated GPS deserves special attention. Designed for both urban cyclists and outdoor enthusiasts, this dual-function device enhances safety and theft protection during every ride. Combining bright LED illumination with a hidden tracking system, it allows cyclists to ride safely at night while keeping their bikes protected from theft or tampering. The invisible anti-theft device: GPS for bikes hidden inside an LED light As autumn arrives and daylight hours shorten, many riders find themselves returning home after sunset. For those who commute by bike, run errands, or enjoy weekend rides, visibility and safety are crucial in low-light conditions caused by rain, fog, or darkness. Installing an LED light near the seatpost or luggage rack is essential to stay visible and avoid accidents. The German GPS brand PAJ, known for its commitment to rider protection and security, has developed a unique solution addressing both night visibility and bicycle theft: the LED BICYCLE FINDER. At first glance, this device looks just like a regular rear bike light — but it actually conceals a fully integrated GPS tracker capable of detecting unusual movements or displacements. Equipped with several smart alerts, the GPS light can send real-time notifications to your smartphone whenever motion, falls, or overspeeding events are detected. With its geofence (virtual fence) feature, riders can also receive alerts whenever the bike leaves a predefined safe area, all managed through the dedicated PAJ Finder app or web portal. Think of places like your office parking lot, the mountain lodge where you rest during rides, or the courtyard of your building — the system keeps watch even when you’re not nearby. A built-in tracker that thieves won’t notice One of the biggest advantages of this accessory is its stealth design. Since the GPS unit is embedded within the LED light, it’s almost impossible to recognize it as a tracking device. This makes it much harder for thieves to detect and remove, unlike standard GPS units often placed under the saddle, in the bottle cage, or on the fork. Mounted on the seatpost or luggage rack, the PAJ LED light remains functional and discreet — an effective way to keep your bike safe without altering its appearance. Extra features of the 2-in-1 LED and GPS device This product doesn’t just protect your bike — it also protects you. The LED light ensures excellent night visibility, while the GPS sensor can detect falls or crashes and instantly send alerts to all emergency contacts saved in the app. If a rider slips on a wet surface or loses balance on rough terrain, the system transmits the exact location of the accident to friends or family, enabling quick assistance. This feature is particularly valuable when the bike is ridden by children or young cyclists. 4G technology and global coverage The PAJ LED light with GPS is equipped with 4G connectivity and a global SIM card, allowing tracking and data access worldwide. Whether you’re riding abroad or monitoring your parked bike from afar, you can check its location in real time through the app. For group rides or bike tours, the device can record routes, stops, and points of interest, which can be shared with fellow riders — making it easy to revisit favorite trails and stay connected during every trip. Price and final thoughts With a price of under €50 and a rich set of advanced features, the LED light with integrated GPS is a smart investment for anyone who wants to ride freely, safely, and confidently. It’s the perfect 2-in-1 accessory for cyclists — combining visibility, anti-theft security, and smart technology in a single compact device.