Trek Bikes opens arm in Mexico

19th subsidiary for global bicycle brand opens; In the US Trek launches partnership with cycle advocacy group People for Bikes
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Trek Bicycle has revealed it will sell and service directly to retailers in Mexico, setting up a new subsidiary rather than working through a distributor in the territory.

Starting with the 2012 lines of Trek and Bontrager, Mexican retailers will be able to communicate directly with Trek in a territory the brand called ‘one of the most important in the western hemisphere’.

Industry veteran Luis Navarro will head up the office, which will begin to ship directly in September, offering in-language marketing materials and B2B tools.

Trek Mexico is the latest addition to Trek’s nineteen international subsidiary markets. 

“The Mexican market offers great opportunity for Trek and our retailers,” explained Trek director of international sales Maureen Muldoon. “Trek’s success rests upon the success of our customers. Being able to work directly with our retail partners opens up a whole range of exciting new possibilities and we look forward to helping our Mexican retailers find greater success.”

Meanwhile in North America, Trek has partnered with US cycle advocate organisation People for Bikes, with an aim of creating a greater and better connected network of cycle advocates in the US.

The bike brand will give away unique signed biking gear to spark pledges for the cause.

“With funding for bicycle transportation initiatives in jeopardy, People for Bikes’ mission is more important today than ever before,” said Krista Rettig, Director of Advocacy at Trek. “At Trek, we believe that the bicycle is a simple solution to many of our society’s biggest problems, like congestion, obesity, and environmental damage, and People for Bikes helps rally support of that cause.”

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