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Browning Changes European Strategy

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SEATTLE, WA USA (November 22) – The promising Browning SmartShift Transmission with its automatic derailleur system with a fixed shifting device and flexible sprockets seems to have made a poor start in Europe. European distributor Van der Velde Parts in the Netherlands pulled out. Various OEM’s have tentatively assembled a number of models with the […]

SEATTLE, WA USA (November 22) – The promising Browning SmartShift Transmission with its automatic derailleur system with a fixed shifting device and flexible sprockets seems to have made a poor start in Europe. European distributor Van der Velde Parts in the Netherlands pulled out.
Various OEM’s have tentatively assembled a number of models with the Browning computer-controlled system and showed these in September at the European Fall shows. There it became clear that the suggested consumer price for a bike with Browning componentry was far too high when compared with similar bikes with the usual Shimano or SRAM systems.
Browning comments that the pulling out of its European distributor does not indicate a decrease in interest of Browning for the production of bicycle components, or for the distribution of its components on the European market. According to Browning’s Chief Marketing Officer Mic Mayer, the change of strategy is due to the current worldwide economic downturn. He stated that, in the interest of the product and Browning’s customers, worldwide marketing and sales efforts will be handled from Seattle. Browning Component Inc. complete address is: 10020 Main Street, Suite 205, Bellevue, WA 98005 USA, Tel. +1 425 637 8637X102. Fax: +1 425 637 8599. (OB)

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