Winning in a business or an industry can be measured in many ways, we can look back at the evolution of the European eBike industry and see why and how eBikes were a winner. But what does winning look like in the next 5 years for the eBike industry? David will compare and contrast tactics of competing in the previous eBike eras (early adoption years, steady growth years, boom years, and the current challenging situation) with recommendations for how to look forward as an industry. David’s hope for the industry is that we stay focused building solutions that can change lifestyles. David’s hypothesis is that this solution-based focus will guide the eBike industry out of its current red ocean situation and inherently put us back in a beautiful blue ocean. A blue ocean that creates new demand and focuses as much (or more) on non-eBike customers as current eBike customers.