This is a great thread. Can I chip in my thoughts?
I think there are a few particular groups who, for different reasons, are inherently more interested in e-bikes than "Joe Average" would be....
In no particular order, I would suggest that e-bikes might appeal to:
1) Ex cyclists or returning cyclists.
Maybe the kind of people who used to like cycling, but who can't now do what they once did due to health concerns, gammy knees and the like. They used to enjoy the freedom of two wheeled travel, and are well aware of the hazards of traffic etc but would happily cycle with a bit of assistance on hills and longer trips.
2) The ecologically concerned.
Would ride an e-bike if it meant that they could do without a car. As long as the e-bike was, itself, reasonably "environmentally friendly" and didnt sport too big a carbon footprint. Just saying to them that a bike is not as bad for the environment as a car might not be enough to overcome their objections....
3) Commuters
They might not give two hoots about the technicalities of their bike. As long as it reliably and cheaply gets them from to home to work and back, or maybe from home to the railway station and back, and clearly saves them money in the reasonably short term. They are not interested if they have to wait umpteen years to recoop the cost of purchase and running the bike. They need to see a quick return. Sort of like the argument used when people give up smoking: put all the money that you are saving away each week and in a year you can treat yourself to xxxxxxxxx......
4) Hobbyists, engineers and tecchies
No offence meant if I put all these groups together. They are people who understand the electrical stuff of e-bikes, can build an ordinary bike up into a functioning e-bike, and then want to develop / improve / tweak the bike in a constant quest to get better efficiency and comfort for minimal outlay.
5) Campers and caravanners
Think active retired "empty nesters". Enough money to afford a significant camping unit of some kind, and enough time on their hands to get good use out of it. E-bikes would not be particularly expensive (in the overall scheme of their outlay on their motorhome or caravan and big tow car). And would enable them to get more enjoyment from their chosen hobby/lifestyle. And they may be at the age where they would appreciate the assistance of a powered cycle, whereas they might not bother with the effort of riding a normal pushbike.
How can the trade as a whole, and individual manufacturers and dealers, tap into each of those groups? Are there other groups that I have not spotted?
I would think that there is work being done to attract some of those groups, and some of those groups like the DIY enthusiasts will, by definition, attract themselves to parts suppliers and like minded enthusiasts. But what about groups like commuters and campers and the returning to cycling?
Just my two pennyworth......