Diamondback Doubles Down on Dealer Strategy

Alta Cycling Group (ACG), the new owner of the Diamondback Bicycles brand, is rolling out a new growth strategy that includes plans to reestablish a national network of independent bicycle dealers (IBD), announced the company. Under the support and direction of the new ownership, which acquired the brand last year, Diamondback has already begun outreach to targeted dealers, offering compelling terms and margins, marketing support and numerous other benefits as part of a comprehensive sales support program designed to engage and support retailers.

“Over the past several years Diamondback has pursued a direct-to-consumer strategy, and while that has enabled the brand to maintain a loyal following, it has disregarded the importance of IBD’s,” said ACG chief commercial officer Larry Pizzi. “Our new team at ACG recognizes that the best consumer outcome and experience occurs when bikes are delivered, assembled and serviced by specialty bicycle retailers. ACG and our new ownership team are committed to rebuilding the trust and confidence of IBD’s.”

ACG acquired Diamondback in August of last year, along with Redline and IZIP, as well as the U.S. distribution rights for Raleigh, Haibike and Ghost from Accell Group. According to company sources, ACG has designated Diamondback as a top priority. In 2019, the brand unveiled its award-winning Sync’R Carbon and Mission Carbon bike models and also expanded its top-selling line of Release bikes, with the debut of the Release 29.

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Looking ahead, ACG’s plans for Diamondback include significant long-term investment in new product development, brand building and marketing – while reestablishing Diamondback’s position as a strong dealer brand.

Through its extensive new dealer support program, Diamondback said it will offer a full suite of benefits to retailers, including competitive terms and margins; both in-store and digital marketing support, enhanced by all-new websites; select demo program offerings; strong consumer traffic driven from Diamondback.com; dealer-focused staff training and engagement programs; rental programs; and more.

“We certainly acknowledge that we’ve got work to do to win back dealers, but we’re confident we have a compelling story to tell,” said Pizzi. “Consumer demand for Diamondback bikes has never been better, we have a product range that bridges many gaps in the marketplace, and we can deliver better profitability than many other brands. We are excited to roll out this program and look forward to working alongside a great network of IBD partners in 2020 and beyond.”