"Business has been noticeably tougher this year, with both sales volume and foot traffic declining sharply." On April 15, facing rumors that major brand electric vehicles would soon collectively raise prices, the owner of an Aima electric bike specialty store in Jinan's Taiqiao District said that due to the withdrawal of national subsidies, store sales after the Spring Festival had dropped 30% compared to the same period last year.
Despite the clear sales decline, brand manufacturers are bucking the trend by raising prices. During interviews, multiple brand dealers including Yadea, Aima, and Niu said they had received price hike notices, with the earliest adjustments starting on April 20.
Electric vehicles face a cold market Electric motorcycles at the same price become hotcakes
In market surveys, many brand dealers reported generally sluggish sales at electric vehicle stores. This phenomenon stems from multiple factors. Among them, the gradual implementation and full enforcement of the new national standard at the end of last year, with new regulations on speed, range, and load capacity for new standard models, combined with the advance consumption caused by the clearance of old standard vehicles, have led to a wait-and-see sentiment in the market.
In 2024 and 2025, electric bicycles were included in the national trade-in subsidy policy for consumer goods. However, according to the "Notice on Implementing Large-Scale Equipment Renewal and Consumer Goods Trade-In Policies in 2026" issued by the National Development and Reform Commission and the Ministry of Finance, the trade-in program for consumer goods covers automobiles, home appliances, digital smart products, smart homes, etc., but electric bicycles are no longer within the subsidy scope. Local governments have also not yet introduced local subsidies.
At the same time, the new national standard imposes higher requirements on vehicle safety performance, material flame retardancy, and anti-tampering systems, driving up unit costs and retail prices, suppressing price-sensitive demand. Consumers' willingness to buy has weakened, with many adopting a wait-and-see approach.
Compared to the sluggish market for new standard electric bikes, electric motorcycles at the same price have suddenly become hot sellers.
"At the same price of 2,899 yuan, customers definitely prefer electric motorcycles, given their advantages in range and no speed limit," said an Aima store owner bluntly. Although electric motorcycles require a yellow license plate, a driver's license, compulsory traffic insurance, vehicle purchase tax, and commercial insurance, consumers still favor them because of their higher speed and better value for money.
"The average daily shipment of electric motorcycles is four to five times that of electric bikes, but prices are expected to rise soon," said the owner of a Tailg long-range electric bike flagship store in Jinan. New standard electric bikes are not only expensive but also limited in speed and cannot carry passengers. Electric motorcycles perfectly solve these problems, offering significantly higher cost performance. However, due to rising raw material costs, prices are expected to increase next month as well, so he advised consumers with urgent needs to buy soon.
Profits can't cover costs Both buyers and sellers are watching
Although sales of new standard electric bikes have suffered a "late spring chill," major brands have unanimously chosen to raise prices.
"Depending on the model, prices will increase by an average of 100 to 200 yuan," said multiple brand dealers, including Yadea, Aima, and Niu, who have received price hike notices, with the earliest adjustments starting on April 20.
Regarding the reason for the price increases, Yadea stated in a price adjustment letter that the core reason is the sustained sharp rise in bulk raw material prices, with metals such as aluminum, copper, and iron rising by over 40%, and chemical raw materials such as plastic pellets surging by as much as 80%. Interviewed store sales staff and dealers also agreed that raw material price increases are the core factor driving this round of price adjustments.
In addition, the increased compliance costs brought about by the upgrade to the new national standard are also an important reason for this round of price hikes. A brand dealer said that due to material upgrades—such as fewer plastic parts, more metal parts, and the addition of positioning and smart features—the cost of current new standard models has risen by 200 to 300 yuan compared to last year, so the corresponding increase in retail prices is unavoidable.
Amid the sluggish market, dealers are becoming cautious, with many stores choosing to suspend purchasing or even adjust their business directions. During the interview, a brand dealer said they had shifted their business focus to clearing inventory before the May Day holiday, and next step is to replace two-wheeled electric bikes entirely with three-wheeled vehicles, targeting mainly middle-aged and elderly customers.
At the same time, some brand stores continue to offer depreciation discounts for old vehicle trade-ins. Some models even offer triple叠加 discounts combining "trade-in + manufacturer subsidy + store subsidy," and even launch flash sales on platforms like Douyin, such as "9.9 yuan for a 200 yuan discount." The comprehensive discount intensity is now close to that of the previous national subsidy period, but actual results have not met expectations. Many dealers bluntly said that the profit from a single electric bike can no longer cover operating costs, and ordinary price cuts and subsidies are clearly insufficient to "save themselves."
Regarding the sustainability of this round of price increases, some experts believe it mainly depends on the trend of raw material prices. Currently, raw material prices remain high, but may fluctuate in the future with supply and demand. On one hand, consumers are reluctant to buy due to price increases and lack of subsidies; on the other hand, dealers lack confidence in the market outlook and dare not stock up. The electric bicycle market is caught in a situation of mutual wait-and-see between buyers and sellers.
