Where are Rocky Mountains Bikes Made?
Rarely does a parent company adopt the identity of a subsidiary. What is the purpose of rebranding?
This was a two-part process. We decided to concentrate on Rocky Mountain as the only brand. This is what we are most known for internationally. However, in Canada, we have the Miele and eVox brands that cater to urban, electric and children’s bike markets. We can now focus all of our resources on Rocky Mountain’s mountain bike business and stop focusing on those products.
After deciding to concentrate on Rocky Mountain, it was logical to adopt the name throughout the company. It’s simple. One brand, one vision, one staff.
Rocky Mountain will remain in North Vancouver? Is the company’s geographical base shifting to Quebec?
Rocky mountain mtb will still have a presence in North Vancouver, of course. With our R&D and Marketing Development Centre in BC and our Quebec head office, the company’s spirit will spread across the country.
We are not cutting jobs nor making structural changes. Instead, we just put all of our resources into high-end mountain bikes. Our goal is not to be the largest, but to be the best mountain bikes brand in 5 years. While we believe that already, we are determined to go further.
Are your global mountain bike sales strong enough to make up the revenue lost from non-MTB brands
Our “Solo” gravelbike will be kept. We love the mountain bike spirit it embodies.
To answer your question, the answer is yes. We know that we will lose money in the short-term if we have no urban or road bikes, but we believe we can make up for that quickly with our new focus.
MTB is on the rise, but we are still a small market in a large sea. We have plenty of room to grow before we reach the limits of any market. We need to be more specific, less spread out and deeper in order to compete in a global market. We want to be a leader in a fiercely competitive market.
Are Rocky Mountain’s “urban” and children’s bikes now cheaper than they used to be?
It’s not a new focus for the company. We will be working on kids mountain bikes but not urban or road bikes.
There have been persistent rumors that people are in negotiations to buy Rocky Mountain. Or perhaps it has been bought by a partner. Are those rumours true? Who is the owner of the company?
These rumours are true, I have heard them too. I am 100% owner of the company and have not entered into any discussions to sell it. Rocky Mountain is strong and sustainable, especially since we have the whole company behind it.
I prefer to buy companies than sell them.
Do you plan to continue your work with independent bike shops? Will you go direct?
Although the IBD model will be around for the foreseeable future, it will have to change. Over time, how we do business will change. While everyone knows that the internet exists, our premium product requires premium service. We want to be there.
It was difficult to let go of the brand you have built over the years.
It was easy to make the business decision, but it was difficult for us locally. Saint-Georges de Beauce is familiar with us as Procycle. We’ve been active in the community for many years.
Procycle was founded 41 years ago with a different focus. Although it has grown and changed over the years, Procycle was never a brand that focused on consumers. Charles Darwin stated that it is not the most intelligent company that survives but it is the most adaptable to change. We have changed and I believe for the best.
Thank you,
Glenda, Charlie and David Cates
