The Year of the Price Shock Bikes

18/10/2025 /

Why 2025 became the most expensive year in MTB history – and what it reveals about the scene.
Published by Radical Life Studios / MTB Report

Whether it’s Santa Cruz, YT Industries or Cube – 2025 is the year many riders finally said: That’s enough.
Prices have gone through the roof. What used to cost €4,000 now sells for €6,500 – and a proper high-end e-MTB easily reaches €12,000 to €15,000. Even the so-called mid-range has drifted into luxury territory.

A Market Out of Balance

The industry is stuck in a paradox.
On one hand, brands are drowning in overstock and discount campaigns. On the other, new models hit the market at record prices – often justified by “R&D costs,” “innovation,” or “next-gen motor platforms.”
The truth: bigger batteries, software integration and carbon frames are expensive – and riders are footing the bill.

Luxury Over Lifestyle

Mountain biking once stood for freedom. Today it often feels like a luxury hobby.
Many riders admit they hesitate to leave their €10k-bikes on the car rack or ride them in the rain.
The scene is shifting – from ride hard, live free to protect your investment.
And that kills the spirit of the sport.

The Community Strikes Back

Social media is full of frustration.
Why pay €10k for a bike when the innovations are mostly cosmetic?
Where are the honest, durable, affordable bikes?
More riders are buying used, supporting boutique brands, or simply returning to analog bikes. The message is clear: we want freedom, not financing plans.

What Brands Need to Learn

The bike industry is at a crossroads.
Keep pushing premium, and you’ll lose the base.
Put authenticity, fair pricing and fun first – and you’ll win back trust.
In the end, it’s not about how much you paid – it’s about how big your smile is after the trail.

2025 was a wake-up call.
The market overheated, the riders noticed.
Maybe that’s exactly what the scene needed – to get back to what truly matters: Ride hard. Stay real.