TfL aims to promote the benefits of e-bikes


Transport for London has partnered up with the Association of Cycle Traders to bring attention to the benefits of using e-bikes and promote their use. “E-bikes have the potential to get many more people cycling,” says Chris Mather, Chief Customer Officer at TfL.

He continues: “They are a great way of quickly getting around the city and, in turn, will help to cut congestion and tackle poor air quality. We are delighted to be working with the cycling industry to raise awareness of the benefits of e-bikes and look forward to seeing more journeys being made by e-bike,” says Mather.

Current research from TfL shows that more than one of five Londoners who do not cycle are put off for various reasons. For example, some people feel like they are too old or overweight to cycle, and that distances are too long.  Electric bikes, however, can overcome some issues.

This partnership aims to encourage the use of electric bikes as they are power assisted and can help the user to cycle further, or uphill. Likewise, TfL and the Association of Cycle Traders have launched a website to boost the uptake of cycling – Londoners will be provided with improved access to e-bikes and will benefit from exclusive discounts.

Jonathan Harrison, Marketing Director at the Association of Cycle Traders, commented on the collaboration with TfL:

“As the largest cycle trade organisation in the UK it was a no-brainer to get involved in the project.” He explains that by “collaborating with TfL, specialist cycle retailers have an excellent opportunity to help increase e-bike awareness and usage across London.”

“The new website allows retailers to promote what’s special about their shop, what e-bike brands they stock, details about e-bike demo rides and any e-bike offers available, helping customers to find the right shop for them,” continues Harrison.

“Ultimately, encouraging the use of e-bikes will increase consumer engagement and drive footfall into specialist cycle retailers, which is something the ACT always strives to do,” he adds.