2008 marked a new trend in Europe: the once quaint bicycle was finally elevated to a trendy means of transport for modern, environmentally aware people - and is now selling better than ever before.
at the crossroads
of four trends.
"Megatrends have a half life of at least 50 years, are seldom reversed and influence every area of people's lives. Bicycles stand at the crossroads of four trends: Firstly, the demand for environmentally friendly solutions to traffic problems. Secondly, the focus on health. Thirdly, an implicit belief in technology: new, elegant design solutions make bicycles aesthetically and technically sophisticated. And fourthly: Convenience 2.0. Bikes are simply practical in overcrowded large towns and cities."
Matthias Horx, trend scout and futurologist //more …
All this gives the bicycle industry totally new stimuli and opportunities for growth. As the largest bicycle manufacturer in Germany and one of the leading providers in Europe when measured by revenue, Derby Cycle is at the heart of the action.