DISTRIBUTOR
GasGas Moto Urban Cruiser
Husqvarna Eco City
Pierer Mobility AG now stands as a €2.4 billion business with more than 6,000 global employees - around 1,400 of which work in research and development. In 2019, the organisation took its first steps into e-mobility under the guise of Pierer New Mobility. Since then, more than 140,000 units have been sold and revenue has surpassed €200 million. But this is just the start. The executive board expects revenue in the New Mobility segment to more than double with revenue anticipated to increase to €500 million by 2027. On a recent visit to the Pierer House of Brands in
Munderfing, Austria, Eric Sakalowsky, VP of global marketing for Pierer New Mobility, and Ash Clark, head of sales for the UK, explained to BikeBiz how the company is going to get there.
House of brands Under Pierer New Mobility, there are three core bicycle brands: Felt, GasGas and Husqvarna. When launching into the market, the most natural way for Pierer New Mobility to do it was to take existing motorcycle brands in GasGas and Husqvarna and add bicycles as a portfolio extension.
As the idea matured, the company decided that the portfolio needed an authentic bicycle brand. This led to the acquisition of Felt in November 2021.
26 | November 2023
www.bikebiz.com
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