CONSUMER&

BRANDBrandKPIs

for

E-bikes

&

pedelecs:Rad

Power

in

the

United

StatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

RadPower’s

performance

inthe

E-bike

&pedelec

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202462%

of

Rad

Power

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??RadPower’s

brandingresonates

more

with?RadPower

ranksoutsidetheTop10

inawarenessMillennialswithin

the

E-bike

&pedelec

market?RadPower

generally

appealsto

men

more

than?Thepopularity

ratingof

RadPower

is

22%women?RadPower

ranksoutsidetheTop10

inownership?Among

RadPower

enthusiasts,44%

fallunder

thehigh-income

category?Interms

of

loyalty,Rad

Power

isoutside

the

Top

10

inthe

United

States?Consumers

want

theirE-bike

&pedelec

brandstohavecoolness,

highvalue,and

boldness?RadPower

hasascore

of

19%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Rad

Power

at

62%Brand

profile:

snapshotBrand

performance

of

Rad

Power

intheUnited

States62%22%22%19%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=271,

respondents

who

know

the

individual

brand

(popularity),

n=271,respondents

who

know

the

individual

brand

(ownership),

n=34,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=271,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rad

Power

’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRad

Power

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatRad

Power

islikedby8%

of

Babyboomers

and

17%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is5%

and

17%,

respectively.34%27%ForMillennials

andGen

Z,

48%

and

27%

feel

positivelytowards

Rad

Power,

versus

43%

and

34%.

Socurrently,forRad

Power,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.17%

17%8%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;

Base:

n=60,

Rad

Powerenthusiast,

n=526,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Rad

Power

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Rad

Power

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.12%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

RadPower

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.33%67%38%62%67%

ofmen

likeRad

Power

compared

to33%

ofwomen,

whereas

fortheoverallindustry,62%

of

men

own

E-bikes

&pedelecs

compared

to

38%

of

women.87%12%

ofRad

Power

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=60,

RadPowerenthusiast,

n=526,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rad

Power

enthusiasts,

44%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.22%24%Single39%20%44%CoupleSingleparentNuclear44%

ofRad

Power

enthusiastsarefromhigh-income

households.Rad

Power’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

20%

ofRad

Powerenthusiastshavethiscurrent

livingsituation.10%8%12%23%26%35%26%33%Multi-generational2%5%18%17%ExtendedOther24%7%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=60,

Rad

Powerenthusiast,

n=526,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

E-bike

&

pedelec

brands

to

have

coolness,

high

value,and

boldnessBrand

profile:

qualitiesQualitiesownerswant

from

E-bike

&pedelec

brandsForE-bikes

&pedelecs,

the

top

threequalitiesowners

want

fromabrandarecoolness,

highvalue,and

boldness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessRad

Power

owners

alsoappreciate

thesekey

attributes,indicating

Rad

Powerexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatRadPower

enthusiastsareleast

focused

on

areinclusivenessandsocial

responsibility.ReliabilityExclusivityRad

Power

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=34,

Rad

Powerowners’,n=60,

Rad

Powerenthusiast,

n=526,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rad

Power

fans,

58%

state

that

they

get

excited

about

e-bikes

&pedelecsBrand

profile:

attitudesWhat

doconsumersthink

ofE-bikes&pedelecs

ingeneral?58%52%40%37%33%33%30%29%29%28%25%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboute-bikes&pedelecsIliketotalkabouttopicsrelating

toe-bikes&pedelecsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

E-bikes

&pedelecs

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=60,

Rad

Powerenthusiast,

n=526,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1162%

of

Rad

Power

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

E-bikes

&pedelecs,

the

averageawareness

ofabrandinthe

United

Statesis26%.Awareness

ofRad

Power,

however,

is

at22%.Awareness22%

ofU.S.

E-bike

&pedelec

owners

say

theylikeRadPower,

compared

to

anindustryaverage

brandpopularity

of28%.13%

ofindustryowners

inthe

United

Statessay

theyown

RadPower,

withtheaverage

ownership

of

abrandat18%.BuzzPopularity62%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of67%.Rad

Power

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=271,

respondents

who

know

the

individual

brand

(popularity),

n=271,respondents

who

know

the

individual

brand

(ownership),

n=34,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=271,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rad

Power

ranks

outside

the

Top

10

in

awareness

within

the

E-bike

&

pedelecmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRad

PowerRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1YamahaTrek59%48%34%31%28%26%23%23%23%22%22%23RaleighElectra45GiantUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6CannondaleUrban

ArrowPedegoSpecializedElby7878%Outofallrespondents,

22%

were

aware

of

RadPower.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Rad

Power

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRad

PowerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1YamahaTrek49%39%39%34%29%29%29%28%27%26%22%23Electra4GiantOutofconsumers

who

knew

thebrand,

22%

saidtheyliked

Rad

Power.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5iZip6biktrix7AventonCannondaleBromptonSpecialized878%9PopularityN/A1014

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=271,

respondents

who

knowthe

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rad

Power

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofRad

PowerRank#

BrandUsage

%26%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

E-bikes&pedelecs,

which

ofthefollowing

brandsdoyouowncurrently?”.1BromptonYamahaiZip13%226%325%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

Rad

Power.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Elby24%5Giant23%6ElectraAventonCannondaleHaibikebiktrix22%721%821%87%920%UsageN/A1019%15

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=271,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Rad

Power

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRad

Power’s

consumersRank#

BrandLoyalty

%85%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1YamahaAventonUrban

ArrowTrek279%375%38%474%5biktrix73%6Yuba70%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

E-bikes

&pedelecs,

which

of

the

following

brandsareyou

likelytopurchaseagainin

thefuture?”.7ElectraGiant70%870%9RaleighPedego69%Outofrespondents

whohaveowned

RadPower,

62%saidthey

would

purchasethebrandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

are

youlikely

to

purchase

again

in

the

future?”;

Multi

Pick;Base:

n=34,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rad

Power

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRad

PowerRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BromptonAventonElectraYamahabiktrix19%230%330%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutRad

Power

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.428%527%6Elby26%7Giant26%8CannondaleTrek26%81%923%BuzzN/A10iZip22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=271,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrow