"Survive until 2025... if we can get to the end of this year, we'll be okay": British bike manufacturers hoping to make it through industry woes
Widespread price-slashing has been spotted at almost all the major retailers in recent times, heavy discounting deployed to shift old stock. Unlike some of the big brands aiming for maximum selling, Moulton sells a more modest 700 bikes a year, the premium price of those sales keeping them going and covering costs.
Dan Brown, Atherton Bikes' chief executive, said the heavy discounts seen across the industry had slowed business but insisted it was still"on quite an aggressive growth trajectory" and wants to sell into the"low to mid-thousands within two to three years" from the 600 bikes it is hoping to sell in 2024, double what it did last year., the cycling market report saying overstock issues"might be resolved" next year.
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