The Car Industry Doesn’t Sell People F1 Cars. Why Does The Bike Industry Focus So Much On Selling Racing Bikes?

I generally hate the car industry. I’m sure it began with good intentions, but it has evolved to be so underhanded and evil that they no longer have the ability to think about the greater good.

I don’t hate it. But it should be a tiny percentage of the overall bike industry.

But even I have to admit that the car industry does a couple of things right. And one of them is that they sell people cars that have practical uses. They don’t focus their entire industry on selling people sports cars when they need family cars. That’s obvious, you might say. And I would agree. But then walk into any standard British bike shop and look at what they sell.

95% or more of what they sell is the equivalent of car dealerships selling sports cars. The sports part of cycling is totally dominant in this country and most others around the world.

I get that when urban designers first began trying to push out the bike from towns and cities, bike shops probably were trying to fight back and sell bikes for daily use. But they must have realised it wasn’t going to keep them in business and switched to the now standard road and mountain bike sectors. But the real issue I have now is that times are clearly changing. People are realising the mistakes (to put it politely) of the past and that cycling is the key to our sustainable future.

But almost nothing is changing. The bike shops aren’t pushing in that direction. They’re just happy for cycling to continue being this tiny niche of selling leisure toys to mostly wealthy middle-aged white men, so they can keep driving their SUV to the hills or the trails to enjoy their hobby. No need to do anything about our car-ravaged towns and cities. No need to integrate bicycles into the public transport system. No need to build proper infrastructure or secure parking. No need to restrict car use whatsoever.

A great example of the problem is the YouTube channel EMBN (Electric Mountain Bike Network). It’s part of the GCN group of channels under the umbrella of Play Sports Network. It’s the only channel in the group to focus on e-Bikes. But 99% of the time they’re only talking about electric mountain bikes. There is no dedicated channel for urban e-Bikes. Just the occasional feature on the racing focused GCN. And even then, most e-Bike content is regarding electric road or gravel models. Not surprising for a British based channel, but they broadcast to the world and are very influential, which is a big problem.

Cycling is a sport. But like motorsport, it’s a form of transportation first and a sport second. And it’s about time the cycling industry got it the right way round. Our future on this planet is dependant on it.