In 2019, Scott took over the Swiss start-up brand and integrated it into the Group as a high-end division. At the same time, Scott adapted the technology of the internally routed rear shock into its models. With the exception of the downhill bike, all full-suspension mountain bikes from the Scott brand are now based on the Bold patent.

According to the Bieler Tagblatt, Scott has informed its specialist dealers about the decision in a letter: "We would like to inform you about an important strategic decision regarding Bold Cycles. Scott Sports has decided to stop all investments and new developments around the Bold Cycles brand with immediate effect. Given the current economic situation in the bicycle industry and the far too high inventory levels, it was deemed extremely important to quickly reduce the number of bikes currently available."

For the 2024 and 2025 seasons, Bold Cycles will not launch any new models, but will focus on a carryover collection to stabilize the high inventory levels. According to Scott, this will have no impact on customer service or on warranty and customer service requests. This means that the Bold brand will remain unchanged in the market with the current portfolio around the Linkin and Unplugged models. "While we work together to reduce stock levels in the short term, we will continue to think about how we can further develop the Bold Cycles brand and its product offering in the future," Scott explains the situation.

The delicate situation at Bold is a kind of post-Covid syndrome. After soaring during the pandemic, the bike industry has been shaken to the core. After supply bottlenecks, it is now the overfilled warehouses that are forcing many manufacturers to take tough measures. The drastic measures taken by Bold should be understood against this backdrop.

Refreshing startup with unfavorable timing

Bold caused quite a stir in the mountain bike world as a startup in 2015. The rear shock, which was moved to the inside of the frame, was almost revolutionary at a time when many mountain bike designs looked increasingly similar. The Bold brand gained a good foothold, particularly in its home country of Switzerland, but achieved little success beyond the country's borders. This was one reason why Vincenz Droux's company moved under the Scott umbrella four years after its launch. Scott, in turn, recognized the technology of integrated rear suspension as a way to position itself independently in the interchangeable mountain bike market. However, it was not Scott's intention to simply take over the patent, but to further develop Bold as a high-end brand. Bold was to become what Porsche achieved within the VW Group.

When Scott took over Bold, nobody could have guessed what turbulence was just around the corner. In this sense, it is Bold's fate to have become part of a larger structure at an unfavorable time (in retrospect). And it is Scott's predictable and understandable way of restructuring uncertain business areas in the current situation.

News source: MTB-News, Bieler Tagblatt