Ari Bicycles reveals themselves, replacing the Fezzari brand name and promising lots of new road, mountain, and other bikes in 2024
Fezzari Bikes, which launched in 2005, is changing its name to Ari Bicycles. The new name holds more meaning globally, and is universally easy to pronounce, something the original didn’t always accomplish.
When I interviewed Chris years ago, he said the original name was intended to invoke a sense of flair and style, like Ferrari. But otherwise, it had no real meaning. Ari, however, means “to exist or to be” and carries positive meanings globally. That perfectly aligns with their team’s core ethos of “Be in the Moment”, too., their first lightweight e-MTB , you’ll see them launch a wide range of new and updated road, mountain, and other bikes, too.
BikeRumor can rewind back to older Fezzari post where pretty much every comment was about how they should change their name.. That was like 5yrs ago.. Go look at every mtb forum on the same topic.. This name changed should have happened years ago but hey, at least they are finally doing it. You would talk to people after their demo’s or that wanted to buy the bike because it was a good value, but they just couldn’t do it because the name sounded so chinarello/poser.
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