OPINION
PHOTO: NOMAD SOUL - SHUTTERSTOCK
experience—is effectively devalued to nothing. The carefully established recommended retail prices, designed to ensure fair compensation throughout the supply chain, become meaningless figures to be slashed for short-term competitive advantage.
Some suppliers might argue they’re unaware of these practices, but the consequences are painfully real for both consumers and independent retailers. A bicycle is not merely a collection of components in a cardboard box. It’s a precision vehicle that, when properly assembled and maintained, can provide decades of reliable service. When improperly assembled, it can be dangerous.
The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain. Manufacturers and distributors must take greater responsibility in partnership with IBDs as to how their products are represented and sold. This isn’t about protecting outdated business models or resisting the inevitable march of e-commerce—it’s about ensuring that, however a customer chooses to purchase a bicycle, they receive an honest, transparent, and safe experience.
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What might this greater accountability look like in practice? For starters, suppliers could ensure that their dealer agreements contain stronger provisions about how their products may be advertised, e.g. regarding stock availability claims. They could implement mystery shopping programmes
‘THE ASSOCIATION OF CYCLE TRADERS BELIEVES THE TIME HAS COME
FOR GREATER ACCOUNTABILITY THROUGHOUT OUR SUPPLY CHAIN. MANUFACTURERS AND DISTRIBUTORS MUST TAKE GREATER RESPONSIBILITY IN PARTNERSHIP WITH IBDS AS TO HOW THEIR PRODUCTS ARE REPRESENTED AND SOLD.’
to identify retailers who misrepresent their products. And they could provide greater support and incentives to retailers who invest in proper staff training, workshop facilities, and after-sales service. For retailers themselves, the
ACT has always advocated for transparency and integrity, encouraging our members to provide accurate information, fair pricing, and expert advice. We believe these standards should apply regardless of whether a bicycle is sold in a physical shop or through a website. Consumers also have a role to play. While the attraction of a bargain is undeniable, we encourage cyclists
June 2025 | 33
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