Black Marlin Reintroduce Felt Bicycles into South Africa

Black Marlin is proud to reintroduce Felt Bicycles to the South African cycling market. The American brand – based in Rancho Santa Margarita, California – is famed for its performance-oriented approach to bicycle design, and its reintroduction into the local market is sure to cause a stir. Not only are Felt Bicycles’ road, triathlon, track, mountain bike, cyclocross, gravel, adventure, and electric-assist bikes beautifully sculpted, they also boast a proven race pedigree.

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Given Felt Bicycles’ undeniable triathlon heritage and winning pedigree, claiming six straight IRONMAN World Championship titles on the IA, it is no surprise that triathletes are thrilled to learn of the brand’s return to South Africa. Photo by Felt Bicycles.

 

It is unsurprising that when rumours of Felt Bicycles’s South African re-launch surfaced that the triathlon community was quick to seize upon the story. Felt Bicycles’ first bike was a triathlon machine, produced in 1991. Later that year, Paula Newby-Fraser, the Zimbabwean IRONMAN legend who was raised in South Africa, raced a Felt Bicycle to her fourth world title in Kona. After 28 years of continued bicycle technology improvement, Newby-Fraser’s title of “Queen of Kona” is under threat from another Felt Bicycles athlete, Daniela Ryf. The IA model, which Ryf rode to a Kona bike course record in 2018, was designed and refined for triathletes. It has proven to be undisputedly among the fastest bikes on the planet, boasting six straight IRONMAN World Championship victories.

 

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Daniela Ryf rode the Felt Bicycles IA to a Kona bike course record in 2018. Photo by Felt Bicycles.

 

It is not only triathletes who should be excited to hear of Felt Bicycles’s return, however. Felt Bicycles’s FR Disc road bikes are raced by the men’s and women’s Rally UHC Cycling teams at the Pro Continental level, while the Sho-Air TWENTY20 team also races Felt Bicycles in the Women’s World Tour. Felt Bicycles’ mountain bikes are piloted at the highest level, too, by the JB Brunex Felt team on the World Cup circuit, and by the Sho-Air TWENTY20-supported 2016 XCO World Championship silver medallist Lea Davison. Kyle Warner takes on the Enduro World Series aboard the Felt Bicycles Decree and Compulsion long-travel mountain bikes, while Max McCullouch uses the same machines to push the limits of his imagination for breathtaking freeride videos.

 

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The Edict is Felt Bicycles’ full suspension cross country race machine. Photo by Felt Bicycles.

 

The primary draw for owning a Felt Bicycle should be the desire for unencumbered speed. On or off road, each Felt Bicycle is designed to go fast. Whether it be slicing through the wind on an IRONMAN bike course or bombing down the gnarliest singletrack, Felt Bicycles has the machine for the task. For the adventure seekers among the cycling community who long for the call of South Africa’s endless gravel roads, the Breed range of bikes is perfect. When pedal assistance is required, Felt Bicycles offers road and mountain e-bikes, allowing riders to climb higher and go further on every ride. Plus, on a Felt Bicycle, you can be sure you will turn heads. The striking designs and uniqueness to the South African market will ensure every Felt Bicycle owner stands out from the rest of the peloton.

4_AR2.jpgThe Felt Bicycles AR2 was designed for speed using the most advanced computational fluid dynamics software before being honed in the wind tunnel. Photo by Felt Bicycles.
5_IA.jpgThe IA is not just fast it also boasts the easy to reach CALpac 2.0, for items triathletes need close at hand on the bike, and the BTSpac storage container behind the seat tube for tools. Photo by Felt Bicycles.

 

Purchasing a Felt Bicycle in South Africa is easy. Simply log on to www.blackmarlinfast.com, browse the full Felt Bicycles range, and select an authorised dealer. Alternately, you can select the bike you like, checkout to place an order, and we will contact your closest dealer with your order. The local dealer will then notify you when your Felt Bicycle has arrived and you will be able to collect it from the store, where you can then purchase any additional accessories – like pedals and bottle cages – you need to get rolling in style.

 

The price advertised online is the suggested retail price, but is subject to final confirmation from each authorised dealer. The expected time from order to delivery is 15 days. But in Black Marlin’s test runs, they have beat the deadline handsomely every time.

 




26 Comments

Aurora, May 20 2019 10:17

WOW - Prices have definitely gone up a LOT! 

fanievb, May 20 2019 10:36

I got really excited, until I saw the prices.....m

Jensie, May 20 2019 11:05

50 grand for a 105 bike....eina

gummibear, May 20 2019 11:53

Over here Felt is a big brand but not seen as a luxury brand at all.Seems like Felt has been priced to compete with Specialized in SA and not sure people will be buy a Felt vs Specialized or any of the other big brands.

Long Wheel Base, May 20 2019 12:49

R223 956.00 for the range topping disk brake road bike and R240 618.00 for the old school brake road bike. Wo that is a lot and it doesn't even look that special imho. If I had that kind of money for a bike, I don't think I would be getting a felt.

Longbarn Killer, May 20 2019 01:29

What are they smoking? R93 000 for a road bike frame. Before they pulled out of SA a few years back, they were in the same market space as Giant, Merida etc. Now they have priced themselves beyond the premium brands

 

Just had another look at their prices......R28 000 for an aluminium framed bike with Shimano Claris. Surely nobody is going to be that stupid to pay these prices.

 

I can't see them lasting here at all.

BikeisLife, May 20 2019 03:35

Shame. 

svan, May 20 2019 03:57

Comparing their prices to RA Cycles, they've added ~20% margin on US prices (converted to ZAR), plus there's the 15% import duties on full bikes...

daniemare, May 20 2019 06:38

Don’t think they will last long. Even in US website prices these are seriously overpriced

muagie, May 20 2019 08:24

Great bikes but pricing is seriously off

Riamich, May 21 2019 06:00

Eina but those prices are way too high

hansolo, May 21 2019 07:55

I hope for their sake they didn't bring in too much stock. 

pmswanepoel, May 21 2019 08:41

Won't last. 1 year and they're gone.

Shebeen, May 21 2019 08:43

joh those prices.

you'd think the triathlon segment would be a good starting point, but even there the entry point 105 bike starts the range from R69k (and tops out at R284k if you've got more rands than sense).

 

what did Felt bikes say when they left the country?

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Shebeen, May 21 2019 08:46

I hope for their sake they didn't bring in too much stock. 

they seem to have a handle on not wasting $$$ on needless expenditure, like celebrity endorsements or pricey photoshop software

 

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Eugene, May 21 2019 10:20

Insane pricing. Would love to know their costing methodology.

stringbean, May 21 2019 12:48

Wahahahah went to the site. I encourage you to,it’s good for a laugh. Makes the big S bikes look cheap.93k for a road disc FRAME. This ship ain’t gonna sail. The so called agents in my area don’t have a single bike on the floor. I wonder why.

J Wakefield, May 21 2019 02:03

Anyone have an idea why their prices are so inflated? I wouldn't pay that those costs for any bike spec'd the way they have been, especially a 105. 

 

I wish them all the best to make this work. 

Riamich, May 21 2019 05:44

Let’s hope the guys from Black Marlin comes with an explanation. Those prices make a Sworks looks affordable 🙈

fusion01, May 21 2019 08:37

NX Eagle - R 77,129.00 - haha! Now this is what I call smart expenditure... :cursing:

fusion01, May 21 2019 08:38

Let’s hope the guys from Black Marlin comes with an explanation. Those prices make a Sworks looks affordable

why bother, go buy an s-works... do they deserve your time over an explanation, only you can answer that :)

fusion01, May 21 2019 08:39

Wahahahah went to the site. I encourage you to,it’s good for a laugh. Makes the big S bikes look cheap.93k for a road disc FRAME. This ship ain’t gonna sail. The so called agents in my area don’t have a single bike on the floor. I wonder why.

stringbean you're on point

Rocket-Boy, May 22 2019 09:42

I think it might be a Black Marlin thing though, looked at some of the other products they have and the rest of the pricing is just as crazy. 

Hard to tell, I had never heard of them until this article.

daniemare, May 22 2019 09:26

I think it might be a Black Marlin thing though, looked at some of the other products they have and the rest of the pricing is just as crazy. 
Hard to tell, I had never heard of them until this article.


It’s as if they buy the stuff retail, ship it at retail rates with DHL, add overheads, local warranty and off course a healthy margin.

RossW, May 23 2019 03:37

I had the coffee and keyboard moment. The pricing is simply outrageous! It beggars belief that Black Marlin feel these are market related prices. I can't wish them good luck because that would indicate that they stand a chance.

I'm stunned.