CUBE Bikes Takes AIM At The South African Market
CUBE Bikes Takes AIM At The South African Market. Established in 1993, Cube is a German bicycle brand that’s sold in over 60 countries. Although not entirely new to South Africa, Cube is now officially being imported and distributed by CycTec, an established cycle industry wholesaler that’s committed to ensuring the brand finds stability and enjoys growth through product availability and after-sales support.
“Cube bikes is known for high-quality bicycles, innovative designs, and advanced technology. By importing and distributing Cube in South Africa we will capitalise on the brand’s reputation and attract customers who specifically seek out Cube bikes. South Africans who are well-informed about the cycling market may be familiar with Cube and view it as a reputable and desirable brand due to its international standing,” said Magnus Gouws, Managing Director of CycTec.
Road racing fans will know that South Africa’s most successful Tour de France racer, Louis Meintjes, currently races on Cube bikes. A member of the UCI WorldTour team, Intermarche-Circus-Wanty, Meintjes and fellow African, Biniam Girmay, will be seeking success in the Yellow and Green Jersey categories respectively at the 2023 Tour de France on Cube bikes.
Design, innovation, development and assembly of Cube bikes is all done in Germany, with manufacture done in the East. Around 4000 bikes are assembled daily for international distribution. Cube originally started as a mountain bike brand, but has expanded into all cycling disciplines, including road, time trial, eBike, gravel, kids and commuter. CycTec will be focussing on eBikes, full-suspension mountain bikes, road bikes and gravel bikes.
“Bike brands tend to have a very narrow focus in terms of variety in South Africa. Cube has a very diverse product offering and we intend to capitalise on that. With the growing interest in e-bikes globally, including South Africa, we will be well placed to cater to this growing segment, including e-mountain bikes, e-trekking bikes and e-city/urban bikes,” said Gouws.
Although relatively small by global standards, the South African cycling market is highly competitive with both large and niche brands doing battle for the consumer’s attention and budget. It’s not a new market for CycTec, which is the brand custodian and distributor for well-known cycling brands, including 100%, Ritchey Logic, Lizard Skins, Chapter2, VeloEdge, Q-bike and more.
“CycTec Distribution is well established with authorised service centres and committed after-sales support in the cycling trade. This ensures that customers can access necessary assistance, warranty services, and spare parts conveniently, fostering a positive ownership experience,” said Gouws.
“Our authorised dealerships across different regions of South Africa will serve as physical retail outlets where customers can view, test and purchase Cube bikes. We have selected reputable and experienced bicycle retailers as authorised Cube dealers to ensure knowledgeable staff and quality customer service,” he added.
