Rossignol: The new big player in the bike market

Rossignol launches 2018 bikes and e-bikes

This is not as completely new as some might think. With the purchase of the French racing bike brand Time three years ago and the acquisition of the American bike manufacturer Felt in 2017, the French ski group has already made some investments in this market. Now it is launching its own bike and e-bike range in 2018 and it's something to behold!

When the winters get shorter and the snow is increasingly absent, a clever manager has to look for alternatives to make up for lost sales. New markets that are still profitable are needed to compensate for the more difficult winter sports business. The tradition-rich and successful company, the French Rossignol Groupe, has been at home in sports all its life. It therefore makes sense to look for alternatives in the sports environment. Now Rossignol has been considering entering the bike market for some time. And they are not the first to do so. Völkl Switzerland had also launched an e-bike called "Moover" in 2010 and promptly abandoned it a year later after realizing that entering the market would require a few more investments to build up a range and a dealer network than they thought. Rossignol took a more circumspect and capitalized approach here, buying into successful brands. Now the international sports brand has crucial contacts and relationships and, in addition to the finances, also the infrastructure it needs to take off in the international bike market.

Strong start
And as you know Rossignol, they start their venture with a rock-solid and well thought-out concept that looks promising. At Rossignol, they don't just muddle along and hope they'll be successful; instead, they think carefully about what they're doing and act according to strategic guidelines that are backed up by a complex and coherent market concept.

Entering a completely new market in one fell swoop with 17 bikes speaks for the healthy self-confidence of the innovative group, which is led by an absolutely professional management. In doing so, Rossignol focuses immediately on the bike segments that are the largest and most stable and are growing the fastest: mountain bikes and e-mountain bikes. With six e-bikes and 11 mountain bikes for adults and children, Rossignol is offering a broad range right from the start that appeals to young people and young families. With this, Rossignol hits the mark right away.

But all strategic thoughts go nowhere if they are not implemented with strong offers. And "Lick my Heiri", Rossignol has succeeded well right from the start. Not only the breadth of the range convinces - downhill, freeride, all-mountain, fatbike,... - no, even more the implementation, the bikes themselves. The "All Track R-Duro" has blown me off the sled the most. What the customer on the prospectus in the matte orange anähnt, sparkles in the store like an illuminated bike jewel, and these shapes and the suspension concept of the rear swingarm, affengeil! A beautiful bike that you have to see in real life. A visual tour de force! Also the electric motor-assisted fatbike looks downright sleek and zippy in real life, except that it's just more geared towards dirt, mud and snow, pure fun guaranteed.

And what excites above all is the intelligent pricing of Rossi-gnol bikes. For high-quality bikes and e-bikes of the latest generation equipped with Yamaha and Brose motor, you pay CHF 3'999.00 recommended retail price, CHF 3'599.00 or CHF 3'299.00 and get a top bike. Top price for top quality! With this price offensive, it should be easy for Rossignol to quickly and successfully gain a foothold in the market.

Conclusion
All in all, Rossignol inspires with its 2018 bike range: attractive designs, great colors, modern drives on the e-bikes and top prices of the all-round balanced bike range from Rossignol, which is aimed at the young, young families and the young at heart. Success is actually already pre-programmed.