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QBP Launches Civia Brand

Published October 16, 2007

BLOOMINGTON, MN (BRAIN)—Quality Bicycle Products has added Civia, a line of utilitarian bikes designed specifically for commuting and light transport, to its array of house brands.

“As America transforms into a nation that embraces bicycles as a viable form of transportation, there is a need for a brand that can imagine, create and respond to customers’ wishes and grow this segment of cycling,” said Steve Flagg, president of QBP and a long-time bicycle commuter.

Targeting a growing number of cyclists who use bikes to fill many of their transportation needs, Civia bikes are designed for everyday tasks like picking up groceries, carrying children to daycare and commuting to work. With Civia, QBP has endeavored to fill what it sees as a void in the market for light, durable and responsive bikes dedicated to transportation.

“We engineered these bikes for discriminating riders who want a practical utility bicycle that handles like a performance road machine,” said Scott Thayer, brand manager of Civia.

At Interbike, Civia will show one frameset design with custom dropouts that it will sell in four complete models for single speed, fixed gear or geared use. It will offer the frame in eight sizes to satisfy the target customer that already owns higher-end bikes and understands proper fit.

Complete bikes will be spec’d with 700c wheels and come with custom fenders, rack and chainguards, also available for aftermarket. Complete bikes will retail for $1,800 to $2,000. The first production models are slated for delivery in spring 2008.

“Over the long term we will have a line of complete bicycles as well as commuting and transportation-oriented accessories. We’re considering panniers and possibly clothing,” Thayer said. “We will talk to dealers and see what they value the most. We want to make sure we’re focused and do what we do exceptionally well.”

Combining the Latin word Civis for community, with Via, the way, Civia will support commuters by providing a virtual community on its Web site, www.civiacycles.com. When users register and create a profile, they receive weather reports based on zip code for morning and evening commutes and clothing advice based on local conditions. They also can plan their trips with a route-charting tool. —Megan Tompkins

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