In recent days Pierer Mobility AG, Europe's leading manufacturer of motorized two-wheelers, acquired the Felt Bicycles brandThe Californian brand thus becomes part of the portfolio of brands currently owned by Pierer e-bikes. The company's division dedicated to electric mobility is thus expanding., of which they were part until today Husqvarna, GasGas and R Raymon.
A historic brand
Founded in 1991 in California, Felt Bicycles has a well-established reputation in the production of road, triathlon, track, cyclocross, and gravel bicycles. During these 30 years the Californian company has made research and innovation two cornerstones of its businessFrom the very beginning, it has pioneered the use of carbon fiber in bicycle design and has set new standards in mountain bike suspension systems. Today Felt is also synonymous with competitive spirit as demonstrated by the victories in the most important stage races on the international cycling calendar.
Not to mention the world titles in triathlon, the Olympic gold medals and world championships in various cycling disciplines. In 2021, the men's and women's teams of the Rally Cycling team raced on Felt bikesBoth teams have also been protagonists of many matches in Europe. Next year the men's team will be able to count on the performances of Chad Haga, capable of winning the final time trial of the Giro d'Italia in Verona in 2019.
The Rally Cycling team raced on Felt bikes in the 2021 season and will have Chad Haga on the team next year. Team Rally Cycling which also has a women's team, always equipped with Felt bikes
The Rally Cycling team rode Felt bikes in the 2021 season. Women's cycling's team of the Rally Cycling team
A global project
Stefan Pierer, CEO of Pierer Mobility AG, commented on the transaction: «The acquisition of Felt Bicycles fits perfectly with Pierer e-bikes' global strategyTo become a global player in the field of two-wheeled mobility, with both electric and non-electric bicycles. With Felt we are able to expand our bicycle portfolio and – continues Stefan Pierer – also to enter forcefully into the North American market with a established, high-performance brandThe company is also heavily involved in the competition, which brings an extra attraction for us."
The acquisition of Felt Bicycles involves the purchase of the Felt brand assets, commercial assets in Europe and North America and the integration of the global workforce in the Pierer e-bikes team structure. Recall that Felt Bicycles has been part of Group Rossignol since 2017, a period during which the brand rationalized its product assortment, rebranded and focused its orientation on speed and performance and has reconfigured a complete network of retailers and distributors to best serve the market and its consumers.
