Fuji Bikes

Fuji Bikes , is an American distributor of bicycles built in Taiwan, China, and Poland. The company is a descendant of Nichibei Fuji Cycle Company, Ltd. ( 日米富士自転車株式会社 ^? ) , a bicycle manufacturer originally established in Japan in 1899. The company took its name and logo from Mount Fuji, a Japanese symbol of strength and endurance. After a series of ownership changes, the company was purchased by Advanced Sports, Inc.

History

The company was founded in 1899 in Japan by Nichibei Fuji, who combined two companies into a new entity to manufacture bicycles - Nichibei Fuji Cycle Company, Ltd. Largely patterned after English and European designs, Fuji bicycles soon became known for offering well-made bicycles that performed well beyond their price level. By the late 1920s, Fuji was Japan’s most popular bicycle, winning races in Japanese cycling competitions. In the 1930s, Fuji established the first national stage race between Osaka and Tokyo and naturally sponsored the winning team of this "Tour de Japan." Today, this race remains one of the premier races in all of Asia. After World War II, Fuji continued to participate in bike races. In 1951, the first Asian games were held in New Delhi. Shoichiro Sugihara, riding a Fuji, won the first race of these Asian games.

In the 1950s, Toshoku America, Inc. was formed and acquired exclusive distribution rights to Fuji-made bicycles in the United States. Toshoku America sold private-label Fuji-made bicycles as house brands through such U.S. retailers as Sears & Roebuck and Montgomery Wards.

During this period, Fuji became a partner with several well-known contractors supplying parts for Japanese bicycles, including Sugino Cycle Industries Ltd. and SunTour. Sales quickly expanded into other Asian markets. At the 1964 Tokyo Olympics, Fuji's chief engineer and designer, Dr. Shoichiro Sugihara, designed the Japanese national team race bicycles and also served as team coach. He repeated this role at both the 1968 Olympics in Mexico and the 1972 Olympics in Munich, Germany.

Fuji bicycles began to appear under their own name in the United States. By 1971, Fuji America was established to distribute the brand's various models across the United States. Well-regarded for their reasonable price and excellent quality, Fuji America soon found a ready market for their machines. Their 10-speed gearing (two chainrings, five cogs), modern, slant-parallelogram SunTour derailleurs, and Sugino lightweight cotterless cranksets worked as well or better than equivalent European designs. In particular, many cyclists found Fuji's frame construction and build quality superior to much of its competition. From the entry-level Fuji America and Gran Tourer, to the mid-level S10-S and the magnificent Sports 10, to the high-end Fuji Professional, the company offered a road bicycle for nearly every rider.

Fuji played a major part in the 'cycling boom' of the 1970s. Along with new, lighter chrome molybdenum and chrome vanadium VALite butted alloy frames, and a top-end Shimano Dura Ace component group, Fuji introduced the first successful mass production 12-speed bicycle in the mid-1970s, using a redesigned rear axle to minimize spoke dish in order to maintain wheel strength. At the time of its introduction, the line of 12-speed Fuji bicycles was a revelation. In 1974, Richard Ballantine, author of the best-selling Richard's Bicycle Book of the 1970s, recommended Fuji road bicycles at or near the top of each of four price and quality categories, from basic (low-price) to professional (high-end). Ballantine stated, "Fuji bikes almost always have very good lug work and finish, an excellent well-balanced selection of components, and a value-for-money price tag."

Fuji America bicycles ranked first in competitive test evaluations performed by Consumer Reports, a U.S. consumer publication, in 1974, 1976, and 1980. In 1978, Fuji America sponsored the first national women’s racing team.

During the early 1980s, Fuji developed a series of well-regarded, high-quality touring bicycles, and in 1986, was one of the first companies to manufacture bicycle frames made of titanium. However, Fuji's product line was heavily weighted towards road and touring bicycles, and the company was not well situated to take advantage of the unexpected mountain bike sales boom of the mid and late 1980s. The phenomenal increase in public demand for mountain bikes caused a steep decline in touring and road bike sales. This development in turn allowed other manufacturers such as Specialized, Giant, and Trek to make inroads into Fuji's share of U.S. bicycle sales, often using frames produced at lower cost in Taiwan.

With the continued rise of the yen, Fuji fell on hard times in the early 1990s. One of the last Japanese bike companies to shift production to Taiwan after the fall of the dollar, Fuji bicycles became increasingly expensive in the United States compared to their competition, causing a drop in sales. Additionally, Fuji bicycles produced in the new factory in Taiwan were not as well-regarded by U.S. buyers as the Japanese-built bicycles. The company eventually designed new model lines, taking advantage of modern improvements in materials and construction techniques, but this proved insufficient. Toshoku Ltd. filed for bankruptcy in 1997, and in 1998, Nichibei Fuji Cycle Company Ltd., Fuji America's parent company, also declared bankruptcy.

Following the Fuji bankruptcy, bicycle distribution in the United States was taken over by Advanced Sports, Inc. In 1998, Jadeland Pacific, an investment group, was formed in Taiwan and acquired an 83% ownership of Advanced Sports, Inc., which had purchased the assets of Fuji America as well as the worldwide distribution rights to the Fuji bicycle brand.

In 2005, Ideal Bike Corporation, Taiwan's third-largest complete-bicycle maker, acquired a 60% stake in Advanced Sports International Asia Ltd., which markets the Fuji brand of bicycles in Asia. Fuji bicycles are now built in Taichung, Taiwan; Dong Guan, Guangdong Province in the People's Republic of China; and in Kutno, Poland by Ideal Bike Corporation. The brand is owned, and distributed in the United States, by Advanced Sports Inc., headquartered in Philadelphia, Pennsylvania.

Products

Bicycle Models

Road Bicycles

Road

• SL-1
• SST
• Team
• CCR
• Roubaix
• Newest

Specialty Road

• D-6 and Aloha triathlon/TT
• Track
• Cross
• Touring

Women's

• Supreme
• Finest

Mountain Bicycles

Mountain

• Thrill
• Outland
• Reveal

Hardtail

• Mt. Fuji
• Tahoe
• Nevada

Lifestyle Bicycles

Trail & Road Hybrid

• Absolute
• Sunfire

Cruisers & Comfort

• Sanibel
• Captiva
• Monterey
• Saratoga

City

• Crosstown
• Boulevard

Kids Bicycles

• Dynamite
• Sandblaster
• Ace
• Fazer & Princess Inari

Police Bicycles

• Police

Sponsored Teams and Riders

Fuji sponsors and equips the UCI Pro Tour team Fuji-Servetto, which races Fuji Carbon Race series bikes. It also sponsors a UCI Women’s road Team, the German Team Nurnberger, the Continental Pro teams, Elk Haus out of Austria and Designa Kitchen out of Denmark. Fuji also sponsors U.S. triathlete Matt Reed.

See also

External links

• Corporate website
• Bicycle Culture Center, Japan

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