Out in front Gazelle

OUT IN FRONT

Royal Dutch Gazelle is one of the oldest bicycle manufacturers in the world and probably the most revered brand in Europe. Industry Europe looks at how the company’s dedication to quality and innovation has allowed it to maintain its leading position.

Koniinklijke Gazelle was founded in 1892 by Willem Kolling, a Dutch postmaster who was one of the first to see the potential of this new mode of transport. His early success led him into partnership with a colleague by the name of Rudolph Arentsen and between them they set the seal on the future of Gazelle, the ‘Rolls Royce’ of Dutch bicycles. From the production of just three bicycles in 1892 to becoming the biggest bicycle brand in the Netherlands producing more than 300,000 bicycles a year, Gazelle has come a very long way during the past 120 years.

Today the company is still based at its original premises in Dieren, near Arnhem, where all its models are assembled and tested prior to delivery. Gazelle Bicycles currently employs around 450 people. Setting standards in design and efficiency

Although Gazelle was founded more than 100 years ago, the company is far from old fashioned in its products or operations. In fact it is the trend setter when it comes to stylish, high quality, smooth geared bicycles. In 1996, the Gazelle quality system was certified according to the ISO-9001 standard. It is, in fact, the only Dutch bicycle manufacturer to hold this certification.

According to Gazelle, its range of bikes offers the ‘perfect combination of smooth cycling, clever design and robust quality’. All of its models are developed according to three distinct criteria: Smooth Cycling – ease and comfort; Smart Design – striking and ingenious; and Robust Quality – durable and safe.

The Gazelle range today is geared to suit every conceivable consumer’s needs. From city bikes and hybrid bikes to folding bikes, racing bikes and mountain bikes, the company satisfies every sector. It is also leading the field in energy efficient ‘E-bikes’ (Electronic-Drive Bikes) which are fast becoming the flagship range of the company as demand for them continues to grow.

Gazelle Bicycles exports its products to most European countries, as well as to the USA and Australia; however, its biggest markets remain Germany and the Netherlands. The price range of the company’s bikes also reflects its wide variety of models as prices start from as little as around €400, and go to as much as €3000 or more for its custom made hand-crafted racing bike models.

The importance of sustainability

Environmental protection is a high priority for Gazelle. Of course, cycling is in itself an environmentally friendly activity – but the company goes further than this. For example, it only uses water-based paints and also makes a conscious effort when it comes to the recycling process. Furthermore, it also uses FSC-certified paper for all its brochures, packaging and promotional materials.

Gazelle’s range of advanced performance E-Bikes are gaining ground with commuters who prefer to cycle to work. These bicycles were originally designed for the elderly, who wanted to take advantage of the novel electronic drive system that significantly assists propulsion, to help them keep mobile. It was soon realised however, that in both Germany and the Netherlands, many younger people were attracted to the new E-Bikes. This is because they offered them the possibility of cycling 15–20 kilometres to work with ease and could also save them money whilst keeping fit at the same time. Today, many companies throughout Europe are offering rewards and incentives to their staff to cycle to work because it results in fitter, happier and healthier staff, who are far less likely to take time off due to illness.

Gazelle is also keen to contribute towards making the world a better place ecologically and is doing this by taking a critical look at its everyday actions and manufacturing processes. For example, Gazelle only uses water-based paints and is committed to optimising its recycling processes. Working in close association with Ganswinkel, the leading waste disposal experts, the company has embarked upon a project towards the production of the world’s first 100 per cent recyclable bicycle. n