Pierer New Mobility to ramp up UK presence in 2023, Ash Clark to guide effort

Austrian bike and motorcycle giant Pierer New Mobility is to ramp up its UK market presence from 2023 and has appointed trade lifer Ash Clark to drive the expansion.

Though the Felt Bicycles brand, acquired by Pierer in 2021, is already present in the UK marketplace, the aim now is to export the GASGAS and Husqvarna catalogues for the first time, occupying a “limited number of quality dealers.” Over the longer term Pierer New Mobility will be expanding its distribution and looking to introduce stablemate brands, including Johansson Cargo bikes.

Pierer will begin its UK approach by doing demos, shows and working with media to have its bikes reviewed and tested. There will be an open house event in Spring that will be announced here once the timeline is finalised.

Ash Clark will now join and build a team based out of Silverstone in the Midlands. In taking the role he expressed satisfaction at being able to provide direct product development input, as well as putting to work ideas on how to “really shake things up, both in product and how Pierer works with retailers.”

Ash said of the move: “I am hugely excited to join Pierer Mobility. After working with such prestigious brands as GT Bicycles and Cannondale over these past years, the bar has been set very high, but Pierer are the first company I believe that are able to meet and exceed that high standard. What we have in the development pipeline over the next three years is truly exciting and I am very proud to be a part of their expansion into the wider market.

“I have been keeping a close eye on what the motorcycle brands have been doing with eBikes, it’s an obvious transition and I’ve been waiting for something of this magnitude to come along.

“We produce some of the best motorcycles on the market. The experience, passion and expertise we are bringing to the bicycle industry is second to none, however, the innovation and ‘out the box’ thinking is what I believe will really define what we do. Watch this space.”

The set-up Pierer New Mobility has for the bicycle division is the same professional arrangement as its motorcycle business, where there exists a dedicated customer service, warranty and training team. “They all ride bicycles, too,” says Ash, adding “we offer very attractive standard terms, in-store merchandising solutions and competitive margins.”

The brand opportunities

Felt Bicycles

Pierer already has a condensed dealerbase for Felt Bicycles, but will be looking to expand that to a limited number of new dealers in 2023, widening our coverage within the UK and Ireland.

In addition to making Felt bikes more accessible to a wider audience, we will be working to raise the profile of the brand and our products, through reviews, sponsorship and events.

Husqvarna

Pierer’s main focus for Husqvarna electric bicycles will be the IBD, with a limited amount of motorcycle retailers also offering the brand. With Husqvarna E-Bicycles Pierer has a full offering of eMTB and eUrban bikes, including the all-new MC6 mountain bike due out in 2023. This brings with it a “new era in design and innovation for the brand,” not to mention the label’s first carbon fibre chassis.

GASGAS

For GasGas the group will have a blend of IBD and motorcycle retailers. With GasGas being a huge name in motocross, trials and, new for 2023, MotoGP, it has strong demand from a network of motorcycle retailers.

Ash adds: “GasGas is a brand synonymous with off-road riding and we see more and more riders complementing their petrol fix with mountain biking. These bikes are loud, proud and ready for the rough stuff.”

Matt Walker, Managing Director, Pierer New Mobility concludes: “We’re very excited to welcome Ash to Pierer New Mobility. His broad experience and knowledge of the industry – combined with his obvious enthusiasm – are a perfect fit for the role. The challenge ahead of us in the UK is clear; we need to fully support Felt as an already established brand to fulfil its massive potential, and then establish Husqvarna and GASGAS as dynamic and inspiring brands that shine brightly in a crowded market. We’ll meet that challenge with the same enthusiasm that has made us so successful in the motorcycle world; with talented, experienced and passionate staff delivering incredible products to our customers.”

Ash is now contactable by email here, while the office contact number is 01327 850350.