Raleigh was the first major UK manufacturer to offer an electric bike. Evidence of this approach is particularly strong in her marketing towards women. Leslie Roberts and Noel Edmunds. 3.3.8 Bicycles for small children In 1986, Raleigh launched an innovative range of children’s cycles with applied black plastic mouldings and electronic sound generators. Furthermore, Britain’s long love affair with hub gears was waning. It was a four-seat convertible with shaft drive and a maximum speed of 55 mph (89 km/h). The Randonneur proved that Raleigh could still sell high-end product if it was thoughtfully designed and manufactured. This reflected the view in Raleigh that designs involving significant technological change, and hence investment, such as Alex Moulton’s spaceframes, Mike Burrows’ monocoques, and even diamond frames built of aluminium could not be made profitably.

Although Raleigh had a successful racing team on the Continent, marketing made little use of this to promote Nottingham-built bikes. By 1986, sales were 38% down on the 1983 peak. The strand of antipathy towards Raleigh among independent bicycle dealers seems to be nothing new. Moreover, there is a trickle down of technological development and refinement from the team machines to ordinary production. Being essentially a bicycle designed for a seven-year-old but ridden by 7-17 year-olds, there was no moving up to bigger machines as riders grew.

Hence, from early 2000, Raleigh trades from Nottingham as Raleigh-Diamondback. But more than this, Derby aspires to being ‘glocal’ – a global company for economies of scale but with local manufacturing tailored to regional markets. Raleigh founder Frank Bowden. Competitors, reasonably enough, did not wish to use the Raleigh name, Pioneer. Raleigh then bought out Moulton and produced both bikes until 1974. He was formerly MD of Unilever’s factories in South America and marketing director on the board of Reckitt & Coleman. Importantly, Raleigh still benefited from Britain’s imperial heritage, with huge sales of black, 28" wheel roadsters in former colonial territories, particularly in Africa. This catalogue contains the high level Dyna-Tech bicycles and framesets, available in titanium as well as different grades of steel, and lugged steel bicycles made from Reynolds 531 tubing. The Kinekt range includes suspension …Yvonne Rix and Toyah Wilcox. These circumstances include customer taste and fashion, developments in marketing techniques, technological change in manufacturing and finished products, and competition from other manufacturers. During this time Raleigh’s sales growth closely mirrored that of the UK cycle industry, enabling the company to hold market share at around 60%. It is easy to miss a season or end up with a warehouse full of unsaleable bikes with last year’s colour. Yvonne Rix was made product planning and marketing manager and in 1988 was appointed marketing director, with a seat on the Raleigh board. Suddenly, TI-Raleigh had 75% of the UK market. This being so, it can be argued that Raleigh made a quite good job of the last 25 years. This had a major impact on Raleigh’s overall UK sales: in 1983, they were up 57% on 1981.

For example, McDonalds accepts credit cards and serves beer in France but does neither in the UK; and Guinness varies its alcoholic content considerably to suit local tastes. Unfortunately, it was too early and too expensive to have much impact on sales, and was dropped by Rix’s successor.

Raleigh have continued this association with sporting excellence with an endless list of victors including 27 world champions, 2 Gold Olympic Medals and overall Tour de France winner. In the Netherlands, not only was it was selling 50,000 cycles a year under its own name: Gazelle, the leading Dutch manufacturer, now owned by Raleigh, was selling a further 250,000. Offered in 5, 15 and 18-speed versions, it was built using traditional Raleigh roadster-style brazing. By the early 1920s, Raleigh was a world leader, capable of producing annually 100,000 cycles, 250,000 hub gears 15,000 motorcycles and 50,000 motorcycle gearboxes.
Launch of the RSW sparked a trade war between Raleigh and Moulton. Launched in 1991, just as MTB sales dropped away, the Pioneer range was promoted heavily and initially sold well. Her successor appointed a new advertising agency and instigated a change of corporate image. But between 1950 and 1962, as increasingly prosperous consumers abandoned the cycle in favour of the car, cycle sales in the UK halved. Halfords would typically pitch their imported own-brand machine at the lowest price, then a Phillips with similar specification at mid price, and the identical machine badged as a Raleigh at premium price.

The decline of Special Products was therefore inevitable, although the unit still exists. A saloon version was planned, but Raleigh shut its motor department to concentrate on bicycles again. However, Raleigh exists not to delight technophiles but to make money. Ideally, there should be a symbiotic relationship, where the licensee takes from the Raleigh brand but also gives it something back.

Even Raleigh’s women’s range made extensive use of derailleurs. The board was reluctant to introduce single-speed stripped down junior machines, as there was less profit in each compared with the Grifter, especially for Sturmey-Archer. Eventually MTBs became the replacement conventional bicycle, the equivalent in the UK of the now virtually extinct sports light roadster.

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