Claim and Design for Electric Delivery Bicycles
The German Center for the Air and Space Travel (DLR) launched an initiative called “I replace a car,” featuring electric delivery bicycles – an innovative and eco-friendly alternative for urban messengers. The project is supported by the Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety as part of the National Climate Protection Initiative.
Making a convincing case for electric delivery bicycles as an innovative and eco-friendly alternative and articulating a complex issue easily – that was the challenge of this project.
First, Realgestalt developed a catchy project name that serves as an action slogan, claim and guideline simultaneously. Instead of focusing on the importance of reducing CO2 emissions, the electric delivery bicycle speaks for itself: “I replace a car.” It is a matter of a simple fact statement, as well as a visionary ideal: more and more traffic participants follow this role model, thereby supporting the reduction of CO2 emissions.
The project’s website documents successes, gives participants the chance to speak, and shares the DLR’s future plans.
About the Project
Realgestalt’s services for this project: Brand Strategy; Naming; Text; Brand Design; Icons; Editorial Design; Web Concept; and Website Production.
The Project in Numbers
The widely applied fleet test gave eight courier centrals Germany-wide the chance to use electric delivery bicycles. The 40 two-wheeled iBullitts and the three-wheeled CargoCruisers became an inherent part of the logistics of the participating businesses. During the 21 months of the project’s observed operational time, the couriers with the electric delivery bicycles delivered about 127,000 parcels – that is about 8% of all orders of the participating companies. While doing this, the messengers with these vehicles covered a distance of approximately 500,000 km. A few of the most active messengers used the vehicle for 400 orders per month.
Bicycle and car messengers judge the potential of electric delivery bicycles positively. However, currently the changeover to these vehicles is mainly attractive for bicycle couriers, and less so for car couriers. Several factors that affect the acceptance of the couriers towards electric delivery bikes were researched: some were characteristics of their socio-demographic backgrounds, their professional organization, and their personal attitude. The most positive influence on the decision to use the vehicles was the personal experience with delivery bicycles, which enabled this project for around 230 couriers.
Due to the dominance of small parcels and short delivery distances in the urban courier market, electric delivery bicycles are predestined to replace car couriers and therefore contribute to the courier market having a positive effect on the climate. About 42% of the orders fulfilled with vehicles that operate on internal combustion engines and 19% of the resulting mileage can be replaced by electric delivery bicycles. During the project’s operating period, an improvement of about 2% in the environmental portion of the mileage modal split could be reached already, resulting in around 53-56 tons of CO2 being directly stopped from being released into the atmosphere.
This project achieved a nationwide visibility. The impact of the bicycles was thus – above and beyond the limited immediately implemented reduction of CO2 emissions – multiplied. Electric delivery bicycles became widely visible as an alternative means of transport for the distribution of shipments. Numerous businesses in the private and public sectors showed an interest in using delivery bicycles. The project also served other public facilities such as the BMVI and the state capital Munich as a foundation for the decision to promote the commercial use and research of delivery bicycles.
10119 Berlin, Germany
Tel. +49 30 88 77 76-0
Mob. +49 175 415 2215