Originally Posted by
ddeand
A little history from a different perspective (I used to sell these at REI).
When REI decided to get into the bike business in 1983, they created a stand-alone company that would only sell to them. They called it Novara after the Italian city of that name. .....
I hadn't heard this before, so I dropped a quick message to REI to see if that was the story, and they confirmed it.
Choosing an Italian name for non-Italian bikes or parts is not uncommon. It does make it sound a bit more exotic and linked to some of the romance of cycling's history.
I'll admit that I'm surprised that REI chose a name that isn't more easily identified as Italian, as well as one that was the name of a USA national champ. Oh well.. live and learn!
Steve in Peoria