ANNECY, France - The choice for Alberto Morgando as new CEO by Mavic owner Bourrelier Group last March was the next step in the reorganization of the company. After working together with Jean-Michel Bourrelier on Mavic's future business plan Alberto took up the responsibility of implementing the plan. What can the industry expect from Mavic?

ANNECY, France - There is a new face at the helm of French component manufacturer Mavic. Having worked with Jean-Michel Bourrelier for more than five months, Alberto Morgando officially took over the position of managing director on 20 February.

ANNECY, France - Component manufacturer Mavic has announced a change in its market strategy. To improve its presence on the OEM market again, component manufacturer Mavic opened a facility in the US and has hired experienced François Joly as OEM business unit manager.

ANNECY, France - In line with its product portfolio the French manufacturer Mavic has developed a mid-motor targeted at the road bike market. According to Mavic, the product is fully engineered and ready for mass production. During a recent media event Mavic's promise was confirmed. However, the French family company lacks the resources to take the product to market.

ANNECY, France - One year after the takeover of Mavic by Bourrelier Group, the French brand is in the midst of an acceleration phase. In the first half of 2021, Mavic Group, which operates all the activities of Mavic SAS, reports a sales increase of 20% compared to the first half of 2020.

ANNECY, France - The strategic decision of Mavic's new owners to focus on the company's core business has implications for its distribution partners. "We have made some adjustments due to the reduction of company size and the related resources, to activate the deployment of the brand on the market," the company stated.