Distributor Dismissed; Cervelo Goes Dealer Direct
Usually it is said that they parted with regret after years of successful cooperation. Not this time. Canadian Cervelo SA got furious after reading in Bike Europes August 11 e-Mail Newsletter that
TORONTO, Canada – Usually it is said that they parted with regret after years of successful cooperation. Not this time. Canadian Cervélo SA got furious after reading in Bike Europe’s August 11 eMail Newsletter that
‘Cervélo Germany took over the Advanced Bicycle Group GmbH’. Not only this headline annoyed Cervélo sales director Andy Kessler; the same goes for the fact that his German distributor took over a direct competitor.
After consulting with Bike Europe on how Cervélo got named in the report on the take-over; this trade journal mailed Kessler the press release in which the first line reads; “Peter Seyberth, importer of the high-end road race brand Cervélo announces that he took over the Advanced Bicycle Group GmbH with immediate effect.”
The fact that the Advanced Bicycle Group, next to Oval Concepts components as well as FFWD high-end wheelsets, also includes the distribution in Germany of Argon 18, caused the immediate break-up between Cervélo SA and Peter Seyberth. All the more because Argon 18 is like Cervélo based in Canada and like Cervélo specializes in 700-wheel bikes: road racers, triathlon bikes, cyclocross bikes and track racers.
However, Andy Kessler makes clear in a statement to Cervélo dealers in Germany and Austria that not only the taking on of a direct competitor caused the break, but also: “A number of other points that left us no other choice but to end this longstanding partnership.”
In his letter to Cervélo dealers Andy Kessler also says: “We have decided to sell dealer-direct in Germany and Austria, to ensure the availability of the bikes as well as better service. Since this step was not planned long in advance – and at the moment we still do not have a functioning structure in Germany – we want to ask you for your understanding and a little patience.”
At next week’s Eurobike Cervélo will present a new sales and service team to its dealers. Next to that the company is founding a German subsidiary that from October 1, 2009 will be operational. “From that date we can guarantee a satisfactory supply of framesets, complete bikes and spare parts,” claims Kessler.
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