New models, new brand strategy: cult bicycle brand Steppenwolf wears new clothing at EUROBIKE (news with additional features)
(firmenpresse) - (DGAP-Media / 26.08.2013 / 14:15)
New models, new brand strategy: cult bicycle brand Steppenwolf wears new
clothing at EUROBIKE
Oberhaching / Friedrichshafen, 26 August 2013 - The cult Steppenwolf brand
will present itself with a completely overhauled model range at the world's
largest bicycle trade fair, EUROBIKE 2013, which is to be held between 28
and 31 August in Friedrichshafen, Germany. The Steppenwolf product range
comprises the mountain bike, trekking bike, urban bike and Pedelec product
groups. The new 'Steppenwolfs' are distinguished by timeless and minimal
design. Model and model-variant diversity forms the focus within these four
product areas, which are increasingly oriented to the market's differing
needs.
2014 model highlights include the Tundra Carbon mountain bike from the
Hardtail series, a thoroughbred and agile race bike with a light, robust
carbon frame weighing just 1,200 grams. The Tyler TR embraces high-quality
FSA, RaceFace, Fox, SRAM and Shimano brand components, and was designed
especially for high-end touring. A travel adjustment, platform systems on
the suspension, and telescopic seatposts allow the bike to be easily and
rapidly adjusted to any cycling situation. Franz Höchtl, product manager at
Steppenwolf, explains: 'Steppenwolf mountain bikes reflect our brand's
origins, and comprise high-quality equipment and perfect functionality also
at entry level.' The Hardtail Timber 26 model offers high-functionality
pannier attachments, protective panels and lighting, and is also available
in the Timber Street variant.
Steppenwolf has also established itself over the years as a premium
manufacturer beyond its mountain bike range, however. 'In the case of our
trekking models, such as the Tao 8.5, we pay particular attention to robust
and durable components, such as deploying exclusively Shimano components
along with high-quality Busch&Müller LED lighting equipment. Our trekking
models are optimal bikes for both everyday use and extensive leisure
touring,' notes Höchtl. The daily challenges of the 'big city steppe' can
be tackled with these urban bikes. Uncluttered and clear lines resulting
from encased cables reduce the Haller Cross to the essential - reliability
and low-maintenance. Urban understatement is writ large here. The Haller
Cross's frame was specially optimised to operate a Gates belt.
Electric bikes have proved to be a boom segment for some years.
Accordingly, the product range also needs to include an 'e-Steppenwolf' for
friends of electronic support. The Galvin MTB-Pedelec model boasts an
integrated, unique design which, together with a high-performance
second-generation Bosch motor, delivers torque for steep inclines. All in
all, a Pedelec that hardly runs the risk of being called a 'pensioner's
bike'. Little ones are also not forgotten at Steppenwolf: Little Wolf 16
includes a single tube frame which delivers a geometry suited to children
and greatest possible clearance.
'A Steppenwolf bike is more than just a means of transport. It is a
faithful and lifelong companion - your bicycle for life,' is how
Steppenwolf founder Andreas Liertz characterises the new Steppenwolf. The
brand core is based on the attributes of 'value retention' and
'durability'. This is evident in high-end equipment, minimal and timeless
design, and high-quality brand profiling.
Liertz is a brand management master: 'We will be significantly more present
on the market in the future. Steppenwolf will be perceived not just as a
script brandmark and logo, but also as a lifestyle product. Steppenwolf
cyclists are not hedonists - they are people with values and an awareness
of nature, with ecological and social consciousness, and who are
quality-aware and loyal to brands.' In the marketing area, high-quality
catalogues and workbooks, an overhauled website and social media presence
contribute to exploiting online and offline potentials. In particular,
specialist dealer relationships of many years' standing are to be
emphasised and further intensified, according to Liertz: 'Whether local
dealer events, real-time information about supply capability, or technical
support through our own service centres - we want to ensure that specialist
dealers receive 360-degree support.'
The fact that Steppenwolf has formed part of the corporate group of
Germany's largest bicycle manufacturer in terms of sales, MIFA
Mitteldeutsche Fahrradwerke AG, will also help to support this
reorientation. Liertz emphasises the benefits for both parties: 'This
partnership delivers a genuine win-win situation. MIFA benefits from the
high degree of recognition of the Steppenwolf brand, and we at Steppenwolf
can continue further on our path to becoming one of Germany's leading
bicycle brands - with a strong partner to back us up.' MIFA's production
plants in Sangerhausen (Saxony-Anhalt, Germany) are among the most modern
in the whole of Europe. Steppenwolf is already exploiting synergies in all
corporate areas as part of the MIFA Group. 'Whether better purchasing
terms, more efficient production conditions, or research and development -
we enjoy access to the best possible preconditions that you can find in the
German bicycle industry,' is how Liertz expresses his enthusiasm for this
group infrastructure. For him, the preparations have already been made for
a successful future: 'One thing is for sure - Steppenwolf will find a place
on the bicycle market that is just as sustainable as that of a Steppenwolf
bike in its owner's life.'
About the Steppenwolf brand:
The Steppenwolf company was founded in 1995 in Taufkirchen near Munich,
Germany, by brothers Andreas and Roland Liertz. Mountain bikes were
initially developed and distributed under the Steppenwolf brand, with the
offering being expanded over the course of the years to include trekking
bikes and Pedelecs. The brand has been consistently positioned under the
'Made in Germany' seal of quality in this context. Steppenwolf bikes have
always been distinguished by top product quality, perfect workmanship and
the deployment of state-of-the-art and proven technology. Given the brand
name, which reflects Steppenwolf bikes' connection with nature, the brand
rapidly gained a high degree of recognition, and consequently ranks among
the most appealing and authentic German bicycle brands. The company's
family-type atmosphere also creates the basis for optimal and established
relationships with specialist bicycle dealers.
Since 2012, Steppenwolf has been a brand belonging to Germany's largest
manufacturer bicycles in terms of sales, MIFA Mitteldeutsche Fahrradwerke
AG. With the integration into one of the most efficient infrastructures in
the European bicycle industry, Steppenwolf benefits from synergies in the
areas of research&development, purchasing, production and
marketing/sales. This allows the brand to tap considerable potentials.
Steppenwolf will anchor the 'value retention' and 'durability' topics even
more strongly within its brand core in the future. The Steppenwolf
philosophy harmonises with the approach to life and lifestyle of 25 million
individuals in Germany. These are people with an awareness of values and
nature, with considerable ecological and social consciousness, and who are
quality-aware and loyal to brands.
Steppenwolf bikes are available as mountain bikes, trekking bikes, urban
bikes and Pedelecs. In line with the new brand core, its models are
distinguished by timeless and minimal design. Components are procured from
the most renowned manufacturers worldwide, and assembled at MIFA's
production site in Sangerhausen (Saxony-Anhalt, Germany). This allows an
essential component of the brand identity to be retained - 'Made in
Germany'. In the development area, Steppenwolf's development team is
strengthened by Karlheinz Nicolai, one of the most recognised bicycle
engineers in Germany. Especially in the Pedelecs area, Steppenwolf has
gained a strong development partner with the GRACE e-bike brand, which has
won numerous awards. Both of the founders, Andreas and Roland Liertz, are
also involved with the distribution of Steppenwolf bikes within the
corporate group.
Contact:
Mark Appoh
cometis AG
Unter den Eichen 7
65195 Wiesbaden
Telephone: 0611-205855-21
Fax: 0611-205855-66
E-mail: appoh(at)cometis.de
End of Media Release
+++++
Additional features:
Picture: http://newsfeed2.equitystory.com/mifa/227514.html
Subtitle: Steppenwolf Tundra Carbon
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Issuer: MIFA Mitteldeutsche Fahrradwerke AG
Key word(s): Traffic
26.08.2013 Dissemination of a Press Release, transmitted by DGAP - a
company of EQS Group AG.
The issuer is solely responsible for the content of this announcement.
DGAP's Distribution Services include Regulatory Announcements,
Financial/Corporate News and Press Releases.
Media archive at www.dgap-medientreff.de and www.dgap.de
---------------------------------------------------------------------
Language: English
Company: MIFA Mitteldeutsche Fahrradwerke AG
Kyselhäuser Straße 23
06526 Sangerhausen
Germany
Phone: 03464-5370
Fax: 03464-537251
E-mail: b.mirau(at)mifa.de
Internet: www.mifa.de
ISIN: DE000A0B95Y8
WKN: A0B95Y
Listed: Regulierter Markt in Frankfurt (Prime Standard);
Freiverkehr in Berlin, Hamburg, München (m:access),
Stuttgart
End of News DGAP-Media
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227514 26.08.2013
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Datum: 26.08.2013 - 14:15 Uhr
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