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Raleigh: Saved by the Chopper?

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NOTTINGHAM, UK (May 25) – For the first time in four years Raleigh has made a decent profit: it recorded GBP 150,000 (€ 224,320) on sales of GBP 35 million (€ 52.3 mn). This good news comes after much trouble: once the proud icon of the British bike industry, than years of decline under Derby […]

NOTTINGHAM, UK (May 25) – For the first time in four years Raleigh has made a decent profit: it recorded GBP 150,000 (€ 224,320) on sales of GBP 35 million (€ 52.3 mn). This good news comes after much trouble: once the proud icon of the British bike industry, than years of decline under Derby management and now, after the management buy-out the first positive sounds. It seems that the turn-around instigated by the current management Mark Gouldthorpe and Alan Finden-Crofts is working. First the overdue decision to out-source the bikes, now the well timed re-introduction of the ’70’s chopper combined with a new approach to the market. It it’s hey-day, Raleigh thought it could afford to be regal towards it’s dealers – now they have to fight to get them back – a wise lesson for anyone’s future. Now, using the first success of the chopper it seems the company is on a roll introducing new models, aimed mainly at young adults and fitness enthusiasts. The company is also using creative marketing to get the best from it’s name – getting celebrities to rave about their ‘new’ choppers and cooperating with charities, councils and companies to help brand awareness.(MH)

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