{"id":2428,"date":"2018-07-19T18:11:49","date_gmt":"2018-07-19T16:11:49","guid":{"rendered":"http:\/\/alatis.eu\/?p=2428"},"modified":"2020-11-23T08:36:15","modified_gmt":"2020-11-23T07:36:15","slug":"solex-iconic-brand","status":"publish","type":"post","link":"https:\/\/alatis.eu\/en\/solex-iconic-brand\/","title":{"rendered":"What are these iconic brands?"},"content":{"rendered":"

What are these iconic brands?<\/b><\/span><\/h1>\n

\"V\u00e9lomoteur<\/p>\n<\/div><\/section>\n

In 2017, <\/span>Solex <\/i><\/span>is once again manufactured in Saint-L\u00f4, France; it is a new electric version of the legendary motorized bicycle that has allowed the creation of 30 jobs in France.<\/b><\/span><\/p>\n

A legendary brand rooted in French tradition<\/b><\/span><\/h2>\n

A bit of history<\/b><\/span><\/h3>\n

The brand <\/span>SOLEX <\/i><\/span>was created in 1910. Initially, it was a trademark for \u201cspare parts and accessories for cars and motorcycles.\u201d In 1916, the first patent application was filed for a bicycle with an auxiliary motor<\/b>, then a second in 1918 for a two-wheeled motor.<\/b> Due to the violent circumstances of the period, it was not until 1940 that a prototype of a motor-driven bicycle was born<\/b>. Its commercialization began in 1946. Then, in 1988, for lack of interest, production stopped. The brand collapsed and was passed from one company to the next. Since 2013, the brand belongs to the <\/span>Easybike<\/i><\/span> e-bike company.<\/span><\/p>\n

Some figures<\/b><\/span><\/h3>\n

Between 1946 and 1988, there were between 7 and 8 million<\/b> <\/span>Solex <\/i><\/span>bicycles sold. In the 60s, more than 100,000 units <\/b>were produced in France each year to meet 1,500 daily sales.<\/span><\/p>\n

A jewel of French heritage<\/b><\/span><\/h3>\n

The motorized bicycle brand <\/span>Solex <\/i><\/span>is on all the roads in France. It is present in many films and can even be found in the garages of our grandparents\u2026<\/span><\/p>\n

The brand is well known, is famous for its look, evokes memories and carries values: accessibility, practicality, simplicity and robustness.<\/span><\/p>\n

Adapting the product to today\u2019s needs<\/b><\/span><\/h2>\n

At the end of the 80s, the motorized bicycle <\/b>had to compete with mopeds and personal cars.<\/span><\/p>\n

It goes without saying that <\/span>Solex <\/i><\/span>was being largely overtaken by progress in the transportation sector. It was therefore necessary to imagine a product capable of reconnecting with the expectations of the public. This was done thanks to innovations, especially its brand new battery, which allowed the <\/span>Solex <\/i><\/span>to reach a younger generation.<\/span><\/p>\n

In 2009, the brand was sold to <\/span>Group Cible, <\/i><\/span>which launched an <\/span>e-Solex:<\/i><\/span> an electric <\/span>Solex <\/i><\/span>designed by Sergio Pininfarina and produced in China. In 2011, the <\/span>Easybike <\/i><\/span>company became the French and European distributor of the <\/span>e-Solex. <\/i><\/span>Then, in 2013, the <\/span>Easybike <\/i><\/span>company, convinced of the positive values conveyed by the <\/span>Solex <\/i><\/span>brand and its commercial potential, bought it and decided to relocate its production back to France.<\/span><\/p>\n

A brand that cared about its look<\/b><\/span><\/h3>\n

How? With a strong design that takes on a retro aesthetic.<\/span><\/p>\n

The \u201cMade in France”<\/b><\/span><\/h3>\n

This brand, rooted in French heritage, evokes values that only needed to be updated. Its executives extended its protection abroad, and the current ones have brought it back to national soil, making <\/span>\u201cMade in France\u201d <\/i><\/span>a sales argument and a pledge of quality and authenticity.<\/span><\/p>\n

Conclusion: Brand power<\/b><\/span><\/h2>\n

In order to continue to exist, the brand had to equip itself with a unique palette of attributes. What are they?<\/span><\/p>\n

Knowing how to travel through time<\/b><\/span><\/h3>\n

Along with <\/span>Easybike, <\/i><\/span>which generates \u20ac13 million in sales and 350 points of sale, the brand persists over time by adapting to the new needs and desires of customers, trends and requests. The <\/b><\/span>Solex <\/i><\/b><\/span>brand is now synonymous with an e-bike!!<\/b><\/span><\/p>\n

Conquering a foreign clientele<\/b><\/span><\/h3>\n

The <\/span>Solex <\/i><\/span>brand has established itself abroad in order to conquer a new clientele.<\/span><\/p>\n

Gr\u00e9gory Trebaol, Associate Founder and Managing Director of the <\/span>Easybike <\/i><\/span>group said that, <\/span>\u201c<\/i><\/span>Solex, <\/span>once you\u2019ve fallen into the pot, you can\u2019t get back out of it anymore.\u201d<\/i><\/span><\/p>\n

Promoting itself<\/b><\/span><\/h3>\n

File patents, create and set up partnerships. An agreement was signed with the <\/span>Roland-Garros Tournament <\/i><\/span>last June for a period of three years, and a first series of <\/span>Solex <\/i><\/span>e-bikes is expected for 2018. Another partnership was signed with the ski resort <\/span>Avoriaz <\/i><\/span>and the <\/span>Pierre & Vacances <\/i><\/span>group. The latter wants to equip their Center Parcs sites with <\/span>Solex <\/i><\/span>e-bikes, a nice manner for them to expand their customer base.<\/span><\/p>\n

Anne DESMOUSSEAUX<\/a>, Founding Partner, Lawyer, European Trademark & Design Representative<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-2428","post","type-post","status-publish","format-standard","hentry","category-trademark"],"yoast_head":"\nSolex: an iconic brand "made in France"<\/title>\n<meta name=\"description\" content=\"Discover the brand power with this iconic brand: Solex. 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