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ROTOR America Cites Spanish Supply Chain in Driving Growth

Published November 9, 2020

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SALT LAKE CITY, UT: ROTOR America, North American subsidiary of Madrid-based ROTOR Bike Components, cites Spanish supply chain as key in maintaining record growth in the US market.

Historically known for oval chainrings and CNC drivetrain parts, ROTOR America's ready availability of products ranging from bottom brackets, power meters, and cranks has allowed the boutique brand to gain US market share across road, gravel, triathlon and mountain bike platforms.

"Since we manufacture in Europe, we aren't subject to new tariff increases or labor slowdowns that have troubled much of Asian manufacturing. Our parent company has been able to update OE manufacturing lead times to a record 45 days, a move that supports aftermarket growth, as well," says Managing Director Lori Barrett. "We all know the entry-level bicycle market has been booming, but it's been great to see the increased drive for higher-end product, like ROTOR's power meters and cranks."

While parent company ROTOR CT continues adding production capacity to meet demand, ROTOR America has increased the Salt Lake City-based customer service and warehouse team to continue same-day shipping to bike shop partners.

"The main goal is keeping the flow of European product and excellent service uninterrupted, no matter the external pressures," says Inside Sales Manager Michael Zanetti.

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