News

PARIS, France – Peugeot is back in the international bicycle sector thanks to a renewed exclusive partnership with Cycleurope. Toni Grimaldi, (photo) Cycleurope President & CEO said at the last Friday January 8 official launch of Peugeot Bikes: “We are very pleased with this worldwide license as the deal is very important for our company’s long term strength. We have been working on this for many years after we had to withdraw Peugeot from the market in 2002.”

“Peugeot bicycles will be designed and manufactured in Cycleurope’s Romilly sur Seine, France facility, although I do not rule out that production will also take place in our Varberg factory in Sweden,” commented Grimaldi further.

This spring Cycleurope will be introducing a Peugeot ‘collectors’ range containing four models; a road racer, mountainbike, hybrid/trekking and a city bike. These bikes will come in black & white referring to Peugeot’s historic successes in the Tour de France. At the 2010 Eurobike show a more complete Peugeot range will be launched; including a series of e-Bikes (see separate article) .

Distribution also through car dealers

The Peugeot bicycle range will be available via Cycleurope’s dealer network in Europe, South America and in Asia, particularly Japan. In France Cycleurope will distribute the Peugeot bikes mainly via the 450 Vélo & Oxygen outlets. Besides Cycleurope’s existing outlets, Peugeot bikes will also be sold via Peugeot car dealers.

The return to the international bike sector is part of Peugeot’s new brand strategy launched last Friday. Next to Peugeot (electric) bicycles this new strategy includes the introduction of electric (motor) scooters as well as cars.

• For related items on Cycleurope, click here
• For related items on Peugeot, click here