Felt leaves KTM: new owners take over
Iconic signature of Bicycleshe got it Mobility Pierre in 2021 During the post-pandemic cycling boom, they were sold out. It doesn’t disappear, but it’s no longer under an umbrella KTM. The operation, which was closed by a consortium led by executives of the brand itself such as Florian Bourget and César Rojo, opens a new phase with operational bases in USA and Spain.
This sale comes in the context of deep adjustment within the Austrian group owned by the Indian group Bajaj. Since entering the stake, the strategy has been clear: Absolute focus on profitability And abandoning lines of business that are not directly related to Motorcycle production.
Fall bike section
Felt was not the only one affected. Brand R Raymond She has also been removed from the group. These decisions put an end to the period in which Perrier made a strong commitment to cycling, benefiting from A boom in bicycle sales During confinement. But the current scenario has forced us to change course radically.
The closure of the bicycle section shows that Two-wheeled fever without motor It was a temporary phenomenon. In just four years, the investment euphoria gave way to… Large-scale withdrawalwhere even premium brands like Felt have changed hands several times since 2015.
Also goodbye to the X arc
The restructuring was not limited to the pedal world. Sports car KTM XPOa rare wheeled vehicle that combines automotive engineering with the spirit of motorcycles. The new owner is family By MephiusIt is known for its involvement in brewing giant InBev.
This transfer confirms that the Berrier group – and by extension Bajaj – does not want distractions. only Motorcycles have a place In the new business approach.
Change of name, new stage
With these departures, the group’s internal transformation comes into play Final stage. Pierer Mobility AG will cease to exist as such, and everything points to a new name: Bajaj Mobility AG. This name change is not symbolic, but part of a strategy Global repositioning Focused on pure motorcycles.
A strong message for Europe
Bajaj CEO’s statements were strong: “European industrialization is dead“This phrase reflects a Practical point of viewFocus on maximizing profits, even at the expense of cost Closing operations on the continent. The message is clear: those who are not profitable will exit.
This approach has caused Concern in the sectorEspecially among European players who are confident in the resurgence of cycling Diversification lever For large car groups.
From Rossignol to its managers
It illustrates the modern history of felt bikes perfectly Market fluctuations. In just eight years, it has gone through four different owners: Rossignol, Perrier, and now A group composed of its executive directors. We look forward to giving back to her brand Independence and its original identity.
The new management structure is committed to relaunching Felt from an operational base With two heads: Headquarters in USAits natural market, and another in SpainMountain and road cycling have a strong presence.
Strategic farewell
the iPad final sale It is scheduled before the end of 2025. It will be the final step in the redefining readjustment process The DNA of the group. With this step, Bajaj strengthens its position Complete control On the strategic decisions of KTM and its associated brands.
From now on, the goal is only one: Profitability, speed and focus. Everything else, including dreams of complete mobility, has been left behind.