The bicycle equipment manufacturer Mavic has just announced the closure of its historic factory in Saint-Trivier-sur-Moignans (Ain), where it has been established since 1966. This production unit for high-end aluminum wheels and rims should lead to the elimination of around fifteen positions. Property of the Bourrelier family (Bricorama), Mavic says it is suffering the full brunt “the market reversal over the past two years”explains Jean-Michel Bourrelier, co-president of the distribution group which took over Mavic in July 2020.
Competition from carbon wheels made in Asia
The equipment manufacturer well known to experienced cyclists plans to transfer its production to Romania. The closure of the French site is expected in the first half of 2025. The invasion of Ukraine by Russia, the joint rise in the price of energy and raw materials, particularly aluminum, competition from countries of the East and China have caused the activity of “all bicycle manufacturers, who are our customers. The market is at a standstill”testifies Alberto Morgando, general manager of Mavic.
Since 1966, the company has been producing high-end aluminum rims in Ain. It reached one million units per year. Despite an investment of 10 million euros announced in 2022, this production fell to just over 5,000 units. “Good quality aluminum wheels have lost market share compared to carbon wheels which have become more popular and which come from Asia”details Alberto Morgando.
In difficulty before its acquisition in 2020 by the Bourrelier group, Mavic is therefore taking a new direction in order to save the brand. The Mavic company, whose headquarters is in Chavanod, near Annecy (Haute-Savoie), employs around a hundred employees and has a turnover of 43 million euros. It remains one of the French nuggets in terms of patent filings in the bicycle sector, according to INPI data.
Source: www.usinenouvelle.com
