Legendary bike brand slated for revival
Gorenje and BTC signed a memorandum of understanding Tuesday to launch production of mid-range road, mountain and e-bikes under the Rog brand.
The brand will be managed by Gor kolesa, a joint venture that will be run as a start-up within the Gorenje group, Gorenje CEO Franjo Bobinac said.
Bobinac said Gorenje had "the know-how and experience to...return the legendary Slovenian brand to its former glory."
BTC decided to join the project as one of the biggest sponsors of Slovenian professional and amateur cycling.
The first bicycle to roll off the production line will be the Pony, arguably Rog's best-known bicycle model, in the spring of 2017.
The Pony has a reputation as a sturdy and reliable city bicycle that has retained its popularity to this day.
The new Pony will have an improved design and ergonomics, and will be made of modern materials.
Mountain bikes, city bikes and e-bicycles will follow in 2018.
The company Rog was founded in 1951 and grew to become the most popular bicycle manufacturer in the former Yugoslavia.
The company struggled with the loss of the Yugoslav market after independence and entered debt restructuring in 1997. It finally folded in 2005 after several failed attempts to salvage it.
The brand was sold from the bankruptcy estate and changed hands several times. Gorenje recently acquired it for EUR 41,500.
Gorenje and BTC said a study has shown that more than nine in ten Slovenians still know the brand.