Obviously, there is a strong motocross connection to the Felt/Peirer business transaction. Jim Felt was a Yamaha, Honda, Suzuki and Kawasaki Factory mechanic in the 1980s, working with motocross champions Johnny O’Mara, Steve Wise and Broc Glover, while Stefan Pierer owns three motorcycle brands that race in motocross, trials, road race, enduro and Dakar. But, there are buts to the Felt/Pierer partnership.
Stefan Pierer, well known for his work with KTM, Husqvarna, and GasGas, has purchased Felt Bicycle from the Rossignol ski firm. In 2017, Rossignol purchased the bike company located in Southern California. Pierer, who owns three motorcycle brands under his Pierer Mobility umbrella, has recently made moves into the bicycle industry, introducing a line of Husqvarna e-bikes earlier this year, and plans to expand its bicycle line in North America in the future under a separate entity called Pierer E-Bikes North America, Inc.
First, there is already a KTM Bicycle company, but the KTM bicycle brand does not belong to Pierer Mobility. When Stefan Peirer originally negotiated to buy KTM, it did produce KTM bicycles, but Pierer didn’t buy the KTM bicycle brand—only the motorcycle division. KTM Bicycles is owned by the Urkauf family and is currently run by daughter Johanna Urkauf.
Second, There is no Jim Felt at Felt Bicycles. Jim Felt left Felt Bicycles back in 2017 after it was purchase by Rossignol—followed within the year by his two business partners Bill Duehring and Michael Muellmann
Stefan Pierer, the CEO of Pierer Mobility, said, “The acquisition of Felt Bicycles fits perfectly with the overall strategy of Pierer E-Bikes – that of becoming a global player in the field of two-wheel mobility, with both electric and non-electric bikes, across all cycling categories. With Felt we are able to expand our bicycle portfolio and also strongly enter the North American market with an established, high-performance brand. The company is also heavily involved in competition, which brings an extra attraction for us.” The company bought the Felt brand assets and business assets in Europe and North America. Felt employees will be integrated with the Pierer E-Bikes Gmbh group.
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