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Villiger’s Future Focus on Switzerland

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DÜBENDORF, Switzerland –(Aug 23) – Next season Villiger (Trek Group) will concentrate its sales on its Swiss home market. With this decision “Villiger is going back to its roots”. Asked if the Villiger brand wouldn’t be available in Germany anymore (as rumour had it) country manager Harald Schmiedel says: “This is not correct. Villiger will […]

DÜBENDORF, Switzerland –(Aug 23) – Next season Villiger (Trek Group) will concentrate its sales on its Swiss home market. With this decision “Villiger is going back to its roots”. Asked if the Villiger brand wouldn’t be available in Germany anymore (as rumour had it) country manager Harald Schmiedel says: “This is not correct. Villiger will be available in Germany but only through a selective dealer network.” When asked what a selected dealer network means Schmiedel answers “five to six IBD’s we will call Villiger competence centers”.

The decision to focus on Switzerland again was made because “it was very difficult to fulfill the needs and demands of both markets”. Not just the German market demand for coaster brakes, but also different parts and accessories such as locks. In other words: Villiger 2006 will have a Swiss image.

This decision also leads to a concentration of Trek’s Diamant brand on the German market. The 121-year-old brand is again flourishing. And for 2006 will expand its price band considerably, branching out into the hi-end sports market.

With this step Trek Group seems to follow European bicycle suppliers such as the Dutch Accell Group. It’s their strategy to focus on national bike brands instead of creating one international brand. (JB)

DÜBENDORF, Switzerland – Next season Villiger (Trek Group) will concentrate its sales on its Swiss home market. With this decision “Villiger is going back to its roots”. Asked if the Villiger brand wouldn’t be available in Germany anymore (as rumour had it) country manager Harald Schmiedel says: “This is not correct. Villiger will be available in Germany but only through a selective dealer network.” When asked what a selected dealer network means Schmiedel answers “five to six IBD’s we will call Villiger competence centers”.

The decision to focus on Switzerland again was made because “it was very difficult to fulfill the needs and demands of both markets”. Not just the German market demand for coaster brakes, but also different parts and accessories such as locks. In other words: Villiger 2006 will have a Swiss image.

This decision also leads to a concentration of Trek’s Diamant brand on the German market. The 121-year-old brand is again flourishing. And for 2006 will expand its price band considerably, branching out into the hi-end sports market.

With this step Trek Group seems to follow European bicycle suppliers such as the Dutch Accell Group. It’s their strategy to focus on national bike brands instead of creating one international brand. (JB)

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