UK's E-Bike Positive Campaign Is Handed Over for Sustainable Future!

The E-Bike Positive campaign, launched by Bosch eBike Systems to promote the advantages of e-cycling, is transitioning to the capable hands of the Bicycle Association and the Association of Cycle Traders as of January 1, 2026. This strategic move signifies a critical step towards sustaining the campaign's mission within the broader UK cycling community.

Building Momentum for E-Cycling

Launched last year, the E-Bike Positive initiative aims to enhance public confidence in e-bike safety and encourage more individuals to embrace cycling. As the campaign evolves, its achievements are commendable. A recent study indicated that nearly half of young adults aged 25 to 34 are more inclined to purchase e-bikes now compared to a year ago, showcasing the campaign’s impact.

A Collective Responsibility

Chris Astle, UK Marketing Manager for Bosch eBike Systems, expressed the vision behind the initiative—creating a collective effort to ensure the campaign's future success. "With the BA and ACT taking joint guardianship, it couldn’t be in better hands," he stated, emphasizing the importance of industry collaboration in safeguarding consumer interests.

Commitment to Safety

Central to the campaign is the commitment to e-bike safety, particularly concerning battery quality. Around 400 e-bike retailers have pledged to sell only road-legal e-bikes that undergo safety testing, aimed at protecting consumers from low-quality alternatives. Despite concerns about battery-related incidents, the focus remains on educating consumers about using certified products for safer riding experiences.

This transition marks an optimistic phase for the E-Bike Positive campaign, promising a future where e-cycling continues to flourish and inspire more individuals to join the movement towards sustainable transportation.