Business – Pierer Mobility AG Acquires Felt Bicycles and Enters North American Bicycle Market

Following a global strategy to become a major player in the bicycle market, the PIERER Mobility AG group announces the acquisition and integration of FELT Bicycles into its PIERER E-Bikes Gmbh division.

Source: Press Release

FELT Bicycles is a brand of high-performance bicycles for track, road racing, triathlon, cyclocross, gravel, and adventure. Always at the forefront of innovation, FELT Bicycles, over its 30-year history, has always been a pioneer in the use of carbon fiber for bicycle design, has set new standards in MTB suspension systems, and has revolutionized aerodynamic development with the goal of delivering the ultimate equipment to win races. FELT bikes have won victories in Grand Tours, world titles in triathlon, Olympic gold medals, and world championships across all terrains.

Stefan Pierer, CEO PIERER MOBILITY AG: “The acquisition of FELT Bicycles fits perfectly with PIERER E-Bikes‘ overall strategy – which is to become a major player in the world of two-wheeled mobility, with electric-assist or muscle-powered bikes, in all categories. With FELT, we are now able to offer a complete bicycle portfolio and we are entering the North American market strongly with an already established premium brand. The brand is also heavily involved in competition, which attracted us even more.

PIERER Mobility AG – a group originally composed of highly reputable motorized two-wheeler brands such as KTM, Husqvarna Motorcycles, and GASGAS – created PIERER E-Bikes GmbH in 2019 with the aim of offering innovation, cutting-edge technology, and modern design to the bicycle market. PIERER E-Bikes GmbH continues to complete its portfolio of premium bicycle brands, covering all categories, with FELT Bicycles which will now join Husqvarna E-Bike, GASGAS, and R Raymon.

The acquisition of FELT Bicycles consists of three points: the purchase of the FELT brand assets, commercial assets in Europe and North America, as well as the integration of all personnel into the PIERER E-Bikes GmbH structure.

About FELT Bicycles:

FELT Bicycles is a performance-oriented brand, based in California and founded in 1991. Innovation, Speed, and Fun characterize the Felt bicycle range, whether for road, cyclocross, Gravel, track, or triathlon. With a focus on speed, FELT has provided world-class and aerodynamically optimized bicycles that have won world championships, Tour de France, Olympic gold medals, and Ironman world records. FELT Bicycles has been part of the Rossignol Group since 2017, a period during which the brand streamlined its product range, redefined its brand image, focused its communication around speed and performance, and reconfigured a comprehensive network of retailers and distributors to better serve the market and its consumers.

About PIERER Mobility AG:

The PIERER Mobility group is the leading European manufacturer of “motorized two-wheelers.” With its premium motorcycle brands KTM, Husqvarna Motorcycles, and GASGAS, it is one of the European market leaders, particularly from a technological point of view. In addition to internal combustion engine vehicles, the product portfolio also includes zero-emission two-wheelers with electric motors (e-motorcycles, e-bicycles, and e-scooters). As a pioneer in electromobility for two-wheelers, the Group and its strategic partner Bajaj therefore have the prerequisites to assume a global leadership role in low-voltage electric vehicles (48 volts). The entry into the electric-assist bicycle segment with PIERER E-Bikes GmbH was an important step in diversifying activities in the field of mobility. The bicycle will be highlighted with the Husqvarna E-Bike, R Raymon, GASGAS, and FELT Bicycles brands to participate in the attractive market growth in this segment and to become a major international player in this field.