Quote:
Originally Posted by shinomaster
What happened to all these brands? It seems like Bontrager is gone?
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Bontrager is still there right now. This was just a rumor I think, but it came to me from a Trek dealer, they said because Keith Bontrager retired.
But Keith Bontrager did indeed retire at the end of 2023:
https://www.investors.com/news/manag...ions-of-bikes/
It's possible he actually designed/engineered a whole bunch of Trek's new features/innovations over the years.. if he did, Trek did a terrible job marketing that and/or intentionally wanted to downplay his role.
Actually you read that article and it sounds like Trek acquiring Bontrager was basically:
- Acqui-hire Bontrager cause he didn't want to be a business man
- Bontrager comes on and does good stuff at Trek
- Bontrager brand name is gravy on top