Fuji(ASI) buys Kestrel.
09-25-07, 11:39 AM
#1
Quarq shill
Thread Starter
Join Date: Jul 2004
Location: Ohio
Posts: 3,962
Bikes: 08 Felt F4, 05 Fuji Team SL, 08 Planet X Stealth, 10 Kona Jake the Snake, 03 Giant OCR flat bar.
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 1 Time
in
1 Post
Fuji(ASI) buys Kestrel.
Fuji's parent buys Kestrel new
Written by: Dan Empfield
Date: Mon Sep 24 2007
Advanced Sports, Inc., parent company of Fuji Bicycles, purchased the assets of the Kestrel brand. ASI's marketing manager, Karen Bliss, said her company bought, "the rights to the Kestrel brand name, its marketing assets and all tooling."
All the details of the purchase are not finalized, according to ASI president Pat Cunnane, but the assets purchased include the tradenames, patents and tooling.
News of Kestrel's impending sale to Fuji circulated at last month's Eurobike trade show, and the deal was essentially done last week, but for last minute details.
Since ASI is buying certain named assets of Sandpoint Design -- the company owned by several of the original employees of Kestrel -- what about the liabilities, specifically ongoing warranties? Cunnane said his company has not assumed these liabilities, which puts ASI in the tricky position of massaging customer satisfaction without becoming the responsible party for warranties. Assuming an unpalatable volume of warranty work that contractually belongs to the seller is bad business, but so is leaving customers on the hook. Warranties, “is a detail left to be worked out,” Cunnane said.
Sandpoint Design will sell the through its existing inventory throughout this year and perhaps into next. But, the Kestrels at Interbike this week will be shown at the ASI booth, and that booth will continue to sell models familiar to triathletes and road riders, including the Evoke, Airfoil Pro and the Talon and Talon SL. This means that for some period of time there will be two manufacturers selling the same Kestrel product: Sandpoint Design and ASI. But Sandpoint will have only the 07 product with this year’s graphics, and ASI’s product will carry next season’s 08 graphic treatments.
Also in question is whether Kestrel's attention to detail will remain a part of the brand. ASI says it, "will continue to invest in research in the materials, tooling and performance technology that have built the legacy of the Kestrel brand..." But without the engineer-owners who've run the company for the better part of 20 years, whom do you pay to move forward Kestrel's particular interpretation of industrial design?
“We bought the company because of what it has been over the past 20 years,” Cunnane said. “We’re committed to continuing that legacy.” Cunnane also said he’ll be talking to the Sandpoint employees, and did not rule out the possibility of some employee and designer continuity that survives the ownership change.
This year marks Kestrel's 20th anniversary, a history that includes a boom in the late 80s, followed soon after by a stumble that caused a necessary sale to Schwinn. The company was then sold to its first Asian contractor, Nippon Steel, and then to a group that included a private investor along with the employees. The company then migrated much of its manufacturing to Martec and closed its own plant near Monterey, California. This makes Fuji the fifth, or perhaps sixth, owner since its founding by Tom French and Bevil Hogg, who were two of Trek's founders.
ASI now has control of its second high-profile brand. It first acquired Fuji Bicycles in 1998, long a powerful name in Japanese-made bikes, and under ASI's husbanding a resurgent brand. Is there a pot of gold in its newly acquired headbadge?
Written by: Dan Empfield
Date: Mon Sep 24 2007
Advanced Sports, Inc., parent company of Fuji Bicycles, purchased the assets of the Kestrel brand. ASI's marketing manager, Karen Bliss, said her company bought, "the rights to the Kestrel brand name, its marketing assets and all tooling."
All the details of the purchase are not finalized, according to ASI president Pat Cunnane, but the assets purchased include the tradenames, patents and tooling.
News of Kestrel's impending sale to Fuji circulated at last month's Eurobike trade show, and the deal was essentially done last week, but for last minute details.
Since ASI is buying certain named assets of Sandpoint Design -- the company owned by several of the original employees of Kestrel -- what about the liabilities, specifically ongoing warranties? Cunnane said his company has not assumed these liabilities, which puts ASI in the tricky position of massaging customer satisfaction without becoming the responsible party for warranties. Assuming an unpalatable volume of warranty work that contractually belongs to the seller is bad business, but so is leaving customers on the hook. Warranties, “is a detail left to be worked out,” Cunnane said.
Sandpoint Design will sell the through its existing inventory throughout this year and perhaps into next. But, the Kestrels at Interbike this week will be shown at the ASI booth, and that booth will continue to sell models familiar to triathletes and road riders, including the Evoke, Airfoil Pro and the Talon and Talon SL. This means that for some period of time there will be two manufacturers selling the same Kestrel product: Sandpoint Design and ASI. But Sandpoint will have only the 07 product with this year’s graphics, and ASI’s product will carry next season’s 08 graphic treatments.
Also in question is whether Kestrel's attention to detail will remain a part of the brand. ASI says it, "will continue to invest in research in the materials, tooling and performance technology that have built the legacy of the Kestrel brand..." But without the engineer-owners who've run the company for the better part of 20 years, whom do you pay to move forward Kestrel's particular interpretation of industrial design?
“We bought the company because of what it has been over the past 20 years,” Cunnane said. “We’re committed to continuing that legacy.” Cunnane also said he’ll be talking to the Sandpoint employees, and did not rule out the possibility of some employee and designer continuity that survives the ownership change.
This year marks Kestrel's 20th anniversary, a history that includes a boom in the late 80s, followed soon after by a stumble that caused a necessary sale to Schwinn. The company was then sold to its first Asian contractor, Nippon Steel, and then to a group that included a private investor along with the employees. The company then migrated much of its manufacturing to Martec and closed its own plant near Monterey, California. This makes Fuji the fifth, or perhaps sixth, owner since its founding by Tom French and Bevil Hogg, who were two of Trek's founders.
ASI now has control of its second high-profile brand. It first acquired Fuji Bicycles in 1998, long a powerful name in Japanese-made bikes, and under ASI's husbanding a resurgent brand. Is there a pot of gold in its newly acquired headbadge?
09-25-07, 11:42 AM
#2
i got nothing.
Join Date: May 2007
Location: Cali Forn NI A (SoCal)
Posts: 5,723
Bikes: 13 BH G6 with SRAM Red
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
i was getting ready to attack you...as i have a Team RC and ask why Fuji is junk...
till i looked at your sig...
till i looked at your sig...
__________________
14 days...
14 days...
09-25-07, 11:46 AM
#3
5
Join Date: Jul 2006
Location: Killadelphia
Posts: 1,229
Bikes: 2007 Fuji Roubaix LTD, 2005 Bianchi Pista
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 1 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
09-25-07, 11:51 AM
#5
proud of his bunny
Join Date: Jul 2006
Location: UCSC
Posts: 885
Bikes: 2006 Masi Gran Corsa Premio custom build: Full 105, Easton EC70 fork, Easton Circuit Wheelset // 2007 Specialized Stumpjumper (stock for now)
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
WTF HOW IS FUJI A JUNK BRAND! YOU OBVIOUSLy ARE A TROLL POSTING THIS CRAP YOUWOULDn"T KNOW A GOOD BIKE IF IT RAN YOU OVER GO BACK TO RIDING YOUR WALLMART BIKE N00B
09-25-07, 12:29 PM
#6
i got nothing.
Join Date: May 2007
Location: Cali Forn NI A (SoCal)
Posts: 5,723
Bikes: 13 BH G6 with SRAM Red
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
09-25-07, 12:35 PM
#7
Throw the stick!!!!
Great, there went another great brand being bought up by a cookie cutter, wanna be bike company. 
__________________
I may be fat but I'm slow enough to make up for it.
09-25-07, 01:06 PM
#8
Quarq shill
Thread Starter
Join Date: Jul 2004
Location: Ohio
Posts: 3,962
Bikes: 08 Felt F4, 05 Fuji Team SL, 08 Planet X Stealth, 10 Kona Jake the Snake, 03 Giant OCR flat bar.
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 1 Time
in
1 Post
Trust me guys, I fight the Fuji good fight. A lot of other people on here seem to think they are junk with no basis, so I was just poking fun at them.
09-25-07, 01:14 PM
#9
proud of his bunny
Join Date: Jul 2006
Location: UCSC
Posts: 885
Bikes: 2006 Masi Gran Corsa Premio custom build: Full 105, Easton EC70 fork, Easton Circuit Wheelset // 2007 Specialized Stumpjumper (stock for now)
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
*yawn*
09-25-07, 01:15 PM
#10
SD
Join Date: Jun 2007
Location: San Diego
Posts: 467
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
Love my Fuji, as do a couple of my riding buddies who rides them as well. Great bikes for the money and the older aluminum Team SL frames are still pretty snappy.
09-25-07, 01:43 PM
#13
proud of his bunny
Join Date: Jul 2006
Location: UCSC
Posts: 885
Bikes: 2006 Masi Gran Corsa Premio custom build: Full 105, Easton EC70 fork, Easton Circuit Wheelset // 2007 Specialized Stumpjumper (stock for now)
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
Yeah, sometimes it's the simple things that make life worthwhile 
BTW, I work for a company that does IT Consulting for Kestrel in Santa Cruz. I wonder if this buyout will affect our relationship with them...
BTW, I work for a company that does IT Consulting for Kestrel in Santa Cruz. I wonder if this buyout will affect our relationship with them...
09-25-07, 02:50 PM
#14
Senior Member
Join Date: Oct 2005
Posts: 1,154
Bikes: (2) 2004 Trek 1500, Team Colors:2004 Cannondale Ironman w/ Renn and Zipp: 2005 Kestrel Talon SL: 2001 GT Agressor: 2001 Schwinn Moab: 2001 Specialized S-Works M4 Festina Team Bike: 2002 Pinarello Prince: 1980 Schwinn Voyageur 11.8
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
Crap. I was on the fence about selling my Talon SL... guess that seals the deal.
Ebay link to follow.
Ebay link to follow.
09-25-07, 03:16 PM
#16
Banned.
Join Date: Feb 2006
Location: anywhere there is oxygen
Posts: 1,206
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
looks like I'm fudged as a Kestrel owner. I haven't even sent Kestrel my warranty card and I'm 45 minutes drive from their headquarter. It sucks that the buyer brand is not honoring Kestrel's current warranties. Not a good message to potential kestrel owners. I'm convinced that the first generation evoke (my year) has the nicest graphics, most emblematic of older kestrels (remember mango sci?) or white kestrels? Under Fuji's parent company it's going to be all black I'm sure.
11-25-09, 07:42 AM
#17
A1C Ace
Join Date: Nov 2009
Location: Houston, TX
Posts: 3
Bikes: Masi Alare, 2009 Kestrel RT-800
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 0 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
) I'll let you know how it goes. Happy Turkey Day everyone,
Ben
If Dori from Finding Nemo was a cyclist, "Just keep spinning, just keep spinning."
11-25-09, 08:20 AM
#18
Bike Junkie
Join Date: Jun 2005
Location: South of Raleigh, North of New Hill, East of Harris Lake, NC
Posts: 9,622
Bikes: Specialized Tarmac, Specialized Roubaix, Giant OCR-C, Specialized Stumpjumper FSR, Stumpjumper Comp, 88 & 92Nishiki Ariel, 87 Centurion Ironman, 92 Paramount, 84 Nishiki Medalist
Mentioned: 2 Post(s)
Tagged: 0 Thread(s)
Quoted: 68 Post(s)
Likes: 0
Liked 37 Times
in
27 Posts
It could have been much worse. Kestrel could have been bought out by Dorel like GT and Schwinn were or they could have become a name on the BD list. Actually, I thought BD was going to buy them.
__________________
Roccobike BF Official Thread Terminator
Roccobike BF Official Thread Terminator
11-25-09, 08:28 AM
#19
Bromptoneer
Join Date: Jun 2008
Location: Brooklyn, NY
Posts: 2,942
Bikes: Brompton S2L
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 9 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
11-25-09, 09:07 AM
#20
Mitcholo
Join Date: Aug 2006
Location: Oost Vlaanderen in mind, Cleveland in body
Posts: 8,850
Bikes: 2010 Mitcholo w/ Sram Force/Red
Mentioned: 0 Post(s)
Tagged: 0 Thread(s)
Quoted: 2 Post(s)
Likes: 0
Liked 0 Times
in
0 Posts
My shop carries Raleigh and Giant, and in the past couple of months have picked up some Schwinn and GT's. Compared to similar Giants, most of the Schwinn and GT's look better, have better parts and still come in $150-50 less than the relatively bland Giants. I'm not s fan of what Schwinn/GT did to their names, but they're making up for it now.
11-25-09, 09:38 AM
#22
Senior Member
Join Date: Aug 2009
Posts: 8,550
Bikes: Wilier Izoard XP (Record);Cinelli Xperience (Force);Specialized Allez (Rival);Bianchi Via Nirone 7 (Centaur); Colnago AC-R Disc;Colnago V1r Limited Edition;De Rosa King 3 Limited(Force 22);DeRosa Merak(Red):Pinarello Dogma 65.1 Hydro(Di2)
Mentioned: 2 Post(s)
Tagged: 0 Thread(s)
Quoted: 551 Post(s)
Liked 277 Times
in
145 Posts
Off season...
11-25-09, 11:16 AM
#24
Administrator
Join Date: Feb 2005
Location: Delaware shore
Posts: 13,558
Bikes: Cervelo C5, Guru Photon, Waterford, Specialized CX
Mentioned: 16 Post(s)
Tagged: 0 Thread(s)
Quoted: 1106 Post(s)
Liked 2,173 Times
in
1,464 Posts
My shop carries Raleigh and Giant, and in the past couple of months have picked up some Schwinn and GT's. Compared to similar Giants, most of the Schwinn and GT's look better, have better parts and still come in $150-50 less than the relatively bland Giants. I'm not s fan of what Schwinn/GT did to their names, but they're making up for it now.