Cycling is a strategic axis for the Rossignol Group, which will now focus its resources and initiatives in the field of cycling on the Rossignol brand and the development of its mountain bike and electric mountain bike ranges. It is with great enthusiasm and strong ambitions that we approach this new stage of development of our cycling activities.
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This sale of Felt and refocusing of our bike business on the Rossignol brand is fully in line with our strategy to deploy the Rossignol brand in multi-season mountain sports and lifestyle inspired by alpine life. In a statement Tuesday, part of which is translated below, Rossignol said it would relaunch its self-branded bike line in 2022. Rossignol never publicly announced it was looking to sell off Felt, but after the Time sale it seemed inevitable. It sold Time's pedal and shoe business to SRAM, which recently resumed Time pedal production, in Portugal. bike industry veteran Tony Karklins and a French partner. This spring it sold the Time bike and frame business to a new company founded by U.S. However, by 2020 the company found that Time's French-made frames couldn't match the price of Asian-made competitors and sales fell quickly and announced that it planned to close, restructure or sell the Time business. "Cycling is a sector with strong potential and is very dynamic, which would be very complementary between winter and summer," Cercley added. "The objective is to complement skiing with an outdoor activity that isn't tied to winter sports, to add a second pillar to the group so it doesn't depend only on snow," the company's chief executive, Bruno Cercley, said in 2015, as the company was negotiating to take over Time after the death of its founder, Roland Cattin. Rossignol will continue to sell Rossignol-branded bikes.Īfter the purchase of Time in 2016 and Felt the following year, Rossignol had told investors it was making a strong push into counter-seasonal offerings as climate change made the ski business less reliable. The Felt sale follows Rossignol's offloading of its Time bike and Time pedal businesses earlier this and completes the French mega-brand's exit from a multi-brand strategy in cycling. Rossi's exit from a multi-brand bike strategy Felt employees will be integrated with the Pierer E-BIkes Gmbh group. The company bought the Felt brand assets and business assets in Europe and North America. The company is also heavily involved in competition, which brings an extra attraction for us." With FELT we are able to expand our bicycle portfolio and also strongly enter the North American market with an established, high-performance brand. Stefan Pierer, the CEO of Pierer Mobility, said, "The acquisition of Felt Bicycles fits perfectly with the overall strategy of Pierer E-Bikes – that of becoming a global player in the field of two-wheel mobility, with both electric and non-electric bikes, across all cycling categories. and Canada, earlier this year, primarily through its motorsports dealerships.
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the Austria-based company began selling sells its Husqvarna e-bikes in the U.S. While Pierer has a long history in gas-powered bikes, it is moving aggressively into e-bikes and other low-voltage two-wheelers in recent years. Rossignol had acquired the Southern California-based bike brand in 2017.