Gitane

Gitane is a French bicycle brand whose industrial roots date to Marcel Brunelière's repair and metalworking business in Machecoul, Loire-Atlantique. Brunelière began producing bicycle components in the 1920s, assembled bicycles for other makers, and established his own bicycle production under the Gitane name in 1930. The name is derived from the French feminine form of “gypsy.” The business later expanded into light motorcycles, while its corporate identity changed to Micmo in 1960; Gitane remained the principal bicycle brand used by the company. The brand became one of the best-known names in French road cycling during the postwar period. Gitane began supporting professional riders in 1948 and supplied or sponsored prominent competitors during the 1950s and 1960s. Its early international profile was strengthened when Gitane bicycles were imported into the United States beginning in 1958, making the marque one of the European racing brands available to American cyclists during the formative years of the U.S. road-racing market. Jacques Anquetel rode Gitane bicycles to Tour de France victories in 1963 and 1964, helping establish the brand's association with elite competition. Corporate ownership shifted significantly in the 1970s. Renault acquired a minority stake in Micmo in 1974 and purchased the remaining shares in 1976. Renault's sponsorship of professional cycling made Gitane a prominent component of Renault-backed teams. During the 1970s and 1980s, riders associated with Gitane included Lucien Van Impe, Bernard Hinault, Laurent Fignon and Greg LeMond. Their victories and visibility made Gitane broadly synonymous with French professional road racing, particularly from the 1960s through the middle of the 1980s. The brand subsequently appeared with teams including Système U, RMO and Toshiba–Look, and later supported mountain-bike teams during the 1990s. Renault's change in corporate leadership in 1985 brought a strategic reassessment of its holdings. The company sold Micmo to raise capital, although Gitane bicycle production continued. In 1992, Micmo joined Peugeot and the Spanish bicycle company BH in the Cycleurope group, an effort intended to improve competitiveness as Asian bicycle manufacturing expanded. BH later sold Gitane, Peugeot and the rest of Cycleurope to the Swedish Monark conglomerate. Gitane is now owned by Grimaldi Industri AB, the industrial group associated with the Cycleurope bicycle portfolio. After a period away from top-level road sponsorship, Gitane returned to professional cycling through support for teams such as Française des Jeux and BigMat–Auber 93. For 2010 it sponsored Saur–Sojasun and promoted a new range that included the Definitive Gitane “The One” integrated seatpost road bicycle. The brand's modern distribution is focused on Europe. Steel and aluminum bicycles have been associated with production in France, including the original Machecoul factory and the former Peugeot facility at Romilly-sur-Seine, while carbon-fiber models have been produced in Asia. Gitane's current identity therefore combines French manufacturing heritage, racing credibility and a contemporary bicycle range spanning road, urban, electric and other cycling categories where offered by the brand.

Gitane's history began in Machecoul in 1925, when Marcel Brunelière opened a smithing and agricultural-repair workshop. The business soon moved into bicycle production, first making components and assembling bicycles for outside brands such as G.M.B. and Marbru. In 1930 Brunelière began producing bicycles under his own name, selecting Gitane as the marque. The word is the feminine French form of “gypsy,” and the name became the enduring identity of the bicycle business. The company expanded into light motorcycles in the 1950s. In 1960 its corporate name changed to Micmo, although bicycles continued to be sold under the Gitane name. The brand's sporting reputation grew rapidly after it began supporting professional riders in 1948. Jean Stablinski rode Gitane equipment during the first half of the 1950s, while later partnerships brought the brand into the center of French and European road racing. Gitane bicycles carried Jacques Anquetil to Tour de France victories in 1963 and 1964. The company also entered the United States market in 1958 through Mel Pinto Imports of Virginia, an important early distribution route for European racing bicycles in America. Renault became an important corporate and sporting influence during the 1970s. The car manufacturer acquired approximately 30 percent of Micmo in 1974 and bought the rest in 1976. Through Renault-backed professional teams, Gitane bicycles were ridden by leading riders including Lucien Van Impe, Bernard Hinault, Laurent Fignon and Greg LeMond. The resulting combination of Tour de France success, French industrial identity and highly visible team sponsorship made Gitane one of the defining racing brands of its era. Its strongest association with professional road cycling ran from the 1960s to the mid-1980s. In 1985 Renault's new director-general, Georges Besse, initiated asset sales intended to raise capital, and Micmo was divested. Gitane continued as a bicycle brand after the sale. In 1992 Micmo joined Peugeot and BH to form Cycleurope, a European consolidation intended to respond to increasing competition from Asian manufacturers. BH later sold Gitane, Peugeot and the other Cycleurope interests to the Swedish Monark conglomerate. The brand is now owned by Grimaldi Industri AB. Gitane maintained links to competition after the corporate changes. It sponsored teams such as Système U, RMO and Toshiba–Look, supported mountain-bike teams in the 1990s, and later returned to road cycling through Française des Jeux and BigMat–Auber 93. In 2010 it sponsored Saur–Sojasun and promoted the Definitive Gitane “The One” ISP road bicycle. Modern Gitane distribution is concentrated in Europe. The brand has retained French production for some steel and aluminum bicycles at Machecoul and at the former Peugeot plant in Romilly-sur-Seine, while carbon bicycles have been manufactured in Asia. Its historical importance rests on the combination of long-running French production, professional racing success and continued adaptation to changing bicycle technologies and ownership structures.

• 2010

  Saur–Sojasun sponsorship and The One launch

  [1]Gitaneen.wikipedia.org

  Gitane sponsored Saur–Sojasun and promoted its Definitive “The One” ISP road bicycle.

• 1992

  Micmo joins Cycleurope

  [1]Gitaneen.wikipedia.org

  Micmo combined with Peugeot and BH in Cycleurope to compete more effectively in the changing international bicycle market.

• 1985

  Renault divests Micmo

  [1]Gitaneen.wikipedia.org

  Following a capital-raising strategy under Georges Besse, Renault sold Micmo.

• 1976

  Renault acquires full control of Micmo

  [1]Gitaneen.wikipedia.org

  Renault purchased the rest of Micmo, bringing Gitane fully into the automobile group's ownership.

• 1974

  Renault takes a minority stake in Micmo

  [1]Gitaneen.wikipedia.org

  Renault acquired approximately 30 percent of Micmo.

• 1964

  Second consecutive Tour de France victory

  [1]Gitaneen.wikipedia.org

  Anquetil again won the Tour de France on Gitane equipment.

• 1963

  First Gitane-associated Tour de France victory

  [1]Gitaneen.wikipedia.org

  Jacques Anquetil won the Tour de France on a Gitane bicycle, giving the brand a major international racing achievement.

• 1960

  Corporate name changes to Micmo

  [1]Gitaneen.wikipedia.org

  The operating company adopted the Micmo name while continuing to sell bicycles under the Gitane brand.

• 1958

  U.S. imports begin

  [1]Gitaneen.wikipedia.org

  Mel Pinto Imports began importing Gitane bicycles into the United States.

• 1948

  First professional cycling sponsorship

  [1]Gitaneen.wikipedia.org

  Gitane began supporting professional cyclists, starting a long association with European road racing.

• 1930

  Gitane bicycle production begins

  [1]Gitaneen.wikipedia.org

  Brunelière began producing bicycles under the Gitane name after earlier work making components and assembling bicycles for other companies.

• 1925

  Marcel Brunelière establishes the Machecoul workshop

  [1]Gitaneen.wikipedia.org

  Marcel Brunelière opened a smithing and agricultural-repair business in Machecoul, creating the industrial foundation from which the Gitane bicycle operation developed.

A French bicycle brand positioned around domestic manufacturing heritage, road-racing history and practical European cycling products.

• Road bicycles

  Professional road-racing bicycles

  Gitane's historic performance identity was built around lightweight road bicycles used by professional teams and Tour de France contenders. The range became particularly associated with French racing during the 1960s through the 1980s and later supported the brand's return to professional road sponsorship.

• Performance road bicycle · 2010

  Definitive Gitane “The One” ISP

  Introduced in connection with Gitane's 2010 Saur–Sojasun sponsorship, The One was an integrated-seatpost road bicycle intended to represent the brand's renewed racing and high-performance focus.

• City bicycles

  Gitane urban and utility bicycles

  Gitane's broader European range includes practical bicycles for urban transportation and everyday riding, complementing its competition heritage with products designed for general cycling use.

• Mountain bicycles

  Gitane mountain bicycles

  The brand expanded into mountain biking and sponsored mountain-bike teams during the 1990s, extending Gitane beyond its traditional road-racing niche.

• Electric bicycles

  Gitane electric bicycles

  Gitane is also associated with electric bicycle offerings in the European market, reflecting the brand's adaptation to contemporary urban mobility and assisted-cycling demand.

• 2010Saur–Sojasun sponsorship

  Europe

  Gitane returned to road cycling sponsorship by supporting the Saur–Sojasun professional team alongside the promotion of its new Definitive road-bicycle line.

  Outcome. The campaign marked a renewed public association between Gitane and professional road racing after several years away.

  Source
• 1975Renault professional team association

  France · Europe

  After Renault became the owner of Micmo, Gitane became a co-sponsor and equipment brand for Renault-backed professional cycling teams.

  Outcome. The program connected Gitane with riders including Bernard Hinault, Laurent Fignon and Greg LeMond and reinforced its international racing profile.

  Source
• 1963Jacques Anquetil Tour de France sponsorship

  France · Europe

  Gitane's support of Jacques Anquetil placed the brand at the center of elite road racing when he won the Tour de France in 1963 and again in 1964.

  Outcome. The victories materially strengthened Gitane's reputation as a leading French racing-bicycle brand.

  Source

• 2010

  Introduce the Definitive Gitane “The One” ISPProduct launch

  Background

  Gitane was rebuilding its road-cycling visibility through sponsorship of the Saur–Sojasun team.

  Action taken

  The brand introduced a new road bicycle featuring an integrated seatpost design.

  Aftermath

  The product supported Gitane's renewed performance positioning and professional-team presence.

  Source

• 1992

  Join the Cycleurope groupM&A

  Background

  European bicycle manufacturers faced growing competition from Asian producers and sought greater scale.

  Action taken

  Micmo joined Peugeot and BH to establish Cycleurope.

  Aftermath

  Gitane continued within a larger European bicycle structure before later ownership passed to the Swedish Monark conglomerate and ultimately Grimaldi Industri AB.

  Source

• 1960

  Adopt Micmo as the corporate name while retaining GitaneStrategy

  Background

  The bicycle operation had expanded beyond its original workshop identity and also produced light motorcycles.

  Action taken

  The company changed its corporate name to Micmo but continued marketing bicycles under Gitane.

  Aftermath

  Gitane remained the consumer-facing bicycle brand while Micmo served as the operating company.

  Source

1. 1Gitaneen.wikipedia.org