DISTRIBUTOR
‘WE’RE GOING TO PUSH BRAND VISIBILITY BY RACING, ADVERTISING AND CREATING COOL PRODUCTS,’ Each of these offer a distinct identity.
Husqvarna is seen as a pioneering brand that offers smart and progressive design, GasGas as a performance brand that is capable but vibrant still ignites the fun element, and Felt as a fast brand that is competitive and accomplished. “Each brand has to stand by itself, be sharp and focused,” explained Sakalowsky. “The brand has to be well honed and a little polarising, try not to be everything to everybody and then the product portfolio has to support the brand.” Unlike many businesses, Pierer New Mobility is not
teetering on the edge of ‘making it or breaking it’ when launching a new brand or product. This is due to the solid foundation on which the company
is built. As well as financial backing, Pierer New Mobility has access
to some of the leading minds in design, concept development and digitalisation. Pierer Mobility owns a 50% share in Kiska, a design agency that’s been responsible for the appearance of KTM, GasGas and Husqvarna motorcycles for many years. Kiska has also worked with a host of performance brands to
generate business growth such as: Campagnolo, Magura and Adidas.
Alongside Kiska, Pierer Innovation, the design arm of the company, works on concepts like AI, blockchain, and machine learning. Pierer also owns 100% of software developer Avocodo.
This mix of innovation has already culminated in updates
to existing models and new launches. The GasGas moto urban-cruiser is a one-size fits all cruiser for maximum fun on daily rides. It ticks the box for the fun element of what GasGas hopes to be. And last month saw the unveiling of the brand’s new ECC, a race-focused enduro e-MTB that harnesses a high- level of performance in a vibrant design. Again, achieving the targets set by Pierer New Mobility. There have been recent updates to Husqvarna models such as the Eco City, a progressive yet affordable step- through for urban riding. Felt has also been busy with a number of refinements to improve speed, keeping to its motto of “Felt is Fast”.
Dealers first Pierer New Mobility has publicly laid out its future-focused strategy.
www.bikebiz.com
It will be built on four key areas: strategic global partnerships, an international brand portfolio, innovative products, and strong relationships with its dealer network. International brands and innovative products often get the headlines, but for retailers and consumers it’s the network around that which offers true value. “Dealers First” is the organisation’s motto. Beyond products and brands is an extensive catalogue of measures to support dealers globally.
The best example of this is a €40 million investment in Bulgaria.
The joint venture between Pierer and Maxcom Mobility will see Pierer own 50% of one of Europe’s largest bicycle assemblers. The site in Plovdiv hosts warehousing, logistics, and assembly, offering much more flexibility to meet demand. Outside of Europe, Pierer has a trading company
in Taiwan called Pierer New Mobility Asia Ltd. This organisation focuses on quality and supply chain management with a team of 10 staff supporting both bicycle and motorcycle operations.
And in the UK? GasGas Moto Urban Cruiser
Leading on these shores is Ash Clark as head of sales, along with Martyn Hoyle as area sales service manager and Rachel Bazeley as sales service administration specialist. For UK retailers, working with Pierer New Mobility brings a host of benefits. The company is able to provide retail and wholesale financing with attractive terms. Pierer New Mobility also offers a nationwide warranty for consumers, and to support dealers will cover labour for warranty - which is becoming increasingly rare in some quarters of the trade. “We’re going to push brand visibility by racing, advertising and creating cool products,” said Sakalowsky.
“But when the rubber meets the road, we have the levers to pull to help checkout.”
Clark added: “There’s an obligation on our part to see success at retail level.”
Any retailers interested in learning more about Pierer New Mobility or its brands can contact Ash Clark via email on:
Ash.Clark@
pmag.com
November 2023 | 27
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