CONSUMER&

BRANDBrandKPIs

for

E-bikes

&

pedelecs:Kettler

in

GermanyConsumer

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

Kettler’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,

asofNovember202470%

of

Kettler

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kettler’s

brandingresonates

more

withGen

X?Kettlergenerally

appealsto

women

more

thanmen?Kettlerranksfirstinawareness

within

the

E-bike

&pedelec

market?Thepopularity

ratingof

Kettleris

25%?Among

Kettlerenthusiasts,36%

fallunderthehigh-income

category?KettlerranksoutsidetheTop10

inownership?Interms

of

loyalty,Kettler

istenthinGermany?Kettlerhasascore

of

12%

formedia

buzz?Consumers

want

theirE-bike

&pedelec

brandstohavehighvalue,reliability,andcoolness3Sources:

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

Kettler

at

70%Brand

profile:

snapshotBrand

performance

of

KettlerinGermany70%64%25%12%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=800,

respondents

who

know

the

individual

brand

(popularity),

n=800,respondents

who

know

the

individual

brand

(ownership),

n=77,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=800,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kettler’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKettler

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatKettler

islikedby16%

ofBaby

boomers

and

42%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and

27%,

respectively.33%27%27%16%ForMillennials

andGen

Z,

33%

and

10%

feel

positivelytowards

Kettler,

versus

39%

and

27%.

Socurrently,

forKettler,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.10%7%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=203,

Kettler

enthusiast,

n=670,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Kettler

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kettler

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kettler

hasalower

proportionof

LGBTQIA+consumers

when6%9%45%55%57%

ofwomen

likeKettler

compared

to42%

ofmen,

whereas

for

the

overallindustry,55%

of

men

own

E-bikes

&pedelecs

compared

to

45%

of

women.58%89%87%compared

to

theindustryusers

ingeneral.6%

of

Kettlerenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.42%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=203,

Kettlerenthusiast,

n=670,

E-bike

&

pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Kettler

enthusiasts,

36%

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.21%21%Single36%27%25%39%CoupleSingleparentNuclear36%

ofKettler

enthusiastsarefrom

high-income

households.Kettler’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

27%

ofKettlerenthusiastshavethiscurrent

livingsituation.10%9%30%31%38%35%25%Multi-generational1%2%8%11%ExtendedOther27%3%3%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=203,

Kettler

enthusiast,

n=670,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

E-bike

&

pedelec

brands

to

have

high

value,

reliability,and

coolnessBrand

profile:

qualitiesQualitiesownerswant

from

E-bike

&pedelec

brandsForE-bikes

&pedelecs,

the

top

threequalitiesowners

want

fromabrandarehighvalue,reliability,andcoolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessKettler

owners

alsoappreciate

these

keyattributes,indicating

Kettler

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatKettlerenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityKettler

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=77,

Kettler

owners’,

n=203,

Kettler

enthusiast,

n=670,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Kettler

fans,

34%

state

that

they

get

excited

about

e-bikes

&

pedelecsBrand

profile:

attitudesWhat

doconsumersthink

ofE-bikes&pedelecs

ingeneral?35%34%25%

25%24%23%23%22%19%18%14%9%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=203,

Kettler

enthusiast,

n=670,

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.1170%

of

Kettler

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

E-bikes

&pedelecs,

the

averageawareness

ofabrandinGermany

is

40%.

Awarenessof

Kettler,however,

isat64%.Awareness25%

ofGerman

E-bike&pedelec

owners

saytheylikeKettler,

compared

toanindustryaverage

brandpopularity

of26%.10%

ofindustryowners

inGermany

saythey

ownKettler,

with

the

average

ownership

ofabrandat12%.BuzzPopularity70%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.Kettler

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

12%

comparedto14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=800,

respondents

who

know

the

individual

brand

(popularity),

n=800,respondents

who

know

the

individual

brand

(ownership),

n=77,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=800,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kettler

ranks

first

in

awareness

within

the

E-bike

&

pedelec

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKettlerRank#

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.1KettlerPegasusYamahaFischerHerculesCube64%61%53%50%49%47%47%47%39%38%2336%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.664%7KTM8GiantOutofallrespondents,

64%

were

aware

of

Kettler.Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.9KreidlerScottAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Kettler

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKettlerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Cube43%35%31%31%30%30%28%28%26%26%2GazelleHaibikeDiamantKTM25%34Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

Kettler.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56CanyonPegasusBulls775%89GiantPopularityN/A10Yamaha14

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=800,

respondents

who

knowthe

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kettler

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofKettlerRank#

BrandUsage

%23%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

E-bikes&pedelecs,

which

ofthefollowing

brandsdoyouowncurrently?”.1Cube10%2HaibikeDiamantGazelleGiant20%317%Outofconsumers

who

knew

thebrand,

10%

saidtheyowned

Kettler.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.417%514%6CanyonRiese&MüllerBulls13%712%812%90%9FischerPegasus12%UsageN/A1010%15

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=800,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Kettler

is

tenth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKettler’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.1YamahaScott282%30%3Cube80%4KTM78%5GazellePegasusGiant76%674%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

E-bikes

&pedelecs,

which

of

the

following

brandsareyou

likelytopurchaseagainin

thefuture?”.773%70%8KreidlerBergamontKettler72%971%Outofrespondents

whohaveowned

Kettler,

70%

saidthey

would

purchasethebrandagain.LoyaltyN/A1070%16

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

are

youlikely

to

purchase

again

in

the

future?”;

Multi

Pick;Base:

n=77,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kettler

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKettlerRank#

BrandBuzz%22%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Cube12%2CanyonBulls22%320%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutKettler

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4HaibikeGazelleDiamantFischerGiant20%519%617%716%815%88%9KTM14%BuzzN/A10Bergamont14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=800,

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

andunlocknewgrowthopportunities.?

Identifyandundersta