# Fuji Bikes

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Japanese manufacturer of bicycles

Fuji bicycles, used by the [Caja Rural–Seguros RGA](/source/Caja_Rural%E2%80%93Seguros_RGA) cycling team, at the [2016 Tour of Britain](/source/2016_Tour_of_Britain).

**Fuji Bikes** is a brand of [bicycles](/source/Bicycle) and cycling equipment currently owned by [Advanced Sports International](/source/Advanced_Sports_International).[1] The company is a descendant of **Nichibei Fuji Cycle Company, Ltd.** (日米富士自転車株式会社), a bicycle manufacturer originally established in [Japan](/source/Japan) in 1899. The company took its name and logo from [Mount Fuji](/source/Mount_Fuji), a Japanese symbol of strength and endurance.

## History

### 1899 to 1998

Founder, Okazaki Kyujiro（1874-1942）

The company was founded in 1899 in Japan by Okazaki Kyūjirō. In 1900 it was established under the trade name Nichibei Shōkai (literally 'Japanese-American Trading Company'). At first, it was importing and distributing US products, but later it began bicycle production in Japan.[*[citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citation_needed)*]

By the late 1920s, Fuji was Japan’s most popular bicycle. In the 1930s, Fuji established the first national stage race between [Osaka](/source/Osaka) and [Tokyo](/source/Tokyo) and sponsored the winning team. Today, this race remains a premier race in Asia. The first Asian games were held in [New Delhi](/source/New_Delhi) in 1951. Shoichiro Sugihara, riding a Fuji, won the first race.[*[citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citation_needed)*]

During [World War II](/source/World_War_II) the company name was changed to Dainippon Cycle, which after the war was changed back to Nichibei Fuji Cycle Company.[2]

In the 1950s, Toshoku America acquired distribution rights to Fuji-made bicycles in the United States.[3] Toshoku America sold private-label Fuji-made bicycles as house brands through U.S. retailers such as [Sears & Roebuck](/source/Sears_%26_Roebuck) and [Montgomery Ward](/source/Montgomery_Ward).

During this period, Fuji became a partner with several contractors supplying parts for Japanese bicycles, including Sugino Cycle Industries and [SunTour](/source/SunTour). Sales expanded into other Asian markets. At the [1964 Tokyo Olympics](/source/1964_Summer_Olympics), Fuji's chief engineer and designer, Dr Shoichiro Sugihara, designed the Japanese national team bicycles and was team coach. He repeated this role at the [1968 Olympics](/source/1968_Summer_Olympics) in Mexico and the [1972 Olympics](/source/1972_Summer_Olympics) in Munich, Germany.

By 1971, Fuji America was established to distribute models across the United States. Fuji played a part in the cycling boom of the 1970s.[4] It introduced the first successful mass-production 12-speed bicycle in the mid-1970s, using a redesigned rear axle to minimize spoke [dish](/source/Bicycle_wheel#Dish) to maintain wheel strength.[4] In 1974, [Richard Ballantine](/source/Richard_Ballantine), author of *Richard's Bicycle Book*, recommended Fuji road bicycles at or near the top of each of four price and quality categories, from basic (low-price) to professional (high-end).[4]

During the early 1980s, Fuji developed [touring bicycles](/source/Touring_bicycle), and in 1986 was one of the first to manufacture frames of titanium. Fuji was not well situated to take advantage of the [mountain bike](/source/Mountain_bike) boom of the 1980s. The demand for mountain bikes caused a steep decline in touring and road bike sales. This allowed manufacturers such as [Specialized](/source/Specialized_Bicycle_Components), [Giant](/source/Giant_Bicycles), and [Trek](/source/Trek_Bicycle_Corporation) to make inroads into Fuji's share of U.S. bicycle sales, often using frames produced at lower cost in Taiwan.[*[citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citation_needed)*]

With the continued rise of the [yen](/source/Japanese_yen), Fuji fell on hard times in the early 1990s. One of the last Japanese bike companies to shift production to Taiwan after the fall of the dollar, Fuji bicycles cost more in the United States than most competing brands, causing a drop in sales.[5] Fuji bicycles produced in Taiwan were not as well regarded by U.S. buyers as the Japanese-built bicycles.[5] The company eventually designed new models, taking advantage of modern improvements in materials and construction techniques, but this proved insufficient. Toshoku America filed for bankruptcy in 1997, and in 1998, Nichibei Fuji Cycle Company Ltd., Fuji America's parent company, also declared bankruptcy.

### Bankruptcy and purchase

The assets of Fuji America, as well as the worldwide distribution rights to the Fuji bicycle brand, were purchased by [Philadelphia](/source/Philadelphia)-based[1] [Advanced Sports International](/source/Advanced_Sports_International).

In 2004, Ideal Bike Corporation, Taiwan's third-largest complete-bicycle maker, acquired 17% of Advanced Sports International Asia, which markets the Fuji brand of bicycles in Asia. Fuji bicycles are now built in [Taichung](/source/Taichung), Taiwan; [Dong Guan](/source/Dongguan), [Guangdong Province](/source/Guangdong_Province), China; and in [Kutno](/source/Kutno), Poland by [Ideal Bike Corporation](https://en.wikipedia.org/w/index.php?title=Ideal_Bike_Corporation&action=edit&redlink=1).

In November 2018 ASE (the parent company of ASI) declared bankruptcy, leaving the fate of US distribution of Fuji bicycles uncertain.[6] Originally [HEAD](/source/Head_(company)) was set to buy ASE's assets,[7] but the deal was abandoned weeks later.[8] On February 1, 2019 it was reported that three entities won the auction for ASE and would divide its assets among themselves.[9] One of these, BikeCo, a partnership of Tiger Capital Group and Advanced Holdings, received ASI and its bicycle brands including Fuji.[9]

## Sponsored teams and riders

From 2015-2017 Fuji sponsored the [UCI Continental Circuits](/source/UCI_Continental_Circuits) Caja Rural-Seguros Cycling Team. Previously, until the end of 2014, Fuji sponsored and equipped the UCI Continental Circuits [NetApp Endura](https://en.wikipedia.org/w/index.php?title=NetApp_Endura&action=edit&redlink=1), which rode the Fuji Altamira Road Bike and Fuji D-6 1.0 Time Trial bike. Riders of NetApp Endura also worked with the Fuji design team in the development of the Fuji Transonic Aero Road Bike. Fuji also sponsors U.S. [triathlete](/source/Triathlete) [Matt Reed](/source/Matt_Reed).[*[citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citation_needed)*]

## See also

- [Philadelphia portal](https://en.wikipedia.org/wiki/Portal:Philadelphia)

- [List of BMX bicycle manufacturers](/source/List_of_BMX_bicycle_manufacturers)

- [List of companies of Taiwan](/source/List_of_companies_of_Taiwan)

## References

1. ^ [***a***](#cite_ref-philly.com_1-0) [***b***](#cite_ref-philly.com_1-1) Takiff, Jonathan (1 June 2015). ["Wheeler Dealers"](https://web.archive.org/web/20150813024003/http://articles.philly.com/2015-06-01/business/62882774_1_bikes-mountain-breezer). *The Philadelphia Inquirer*. Archived from [the original](http://articles.philly.com/2015-06-01/business/62882774_1_bikes-mountain-breezer) on August 13, 2015. Retrieved 23 August 2015.

1. **[^](#cite_ref-2)** ["Fuji Bikes: History, News and Bike Reviews"](https://bikexchange.com/bike-brands/fuji-bikes-review/). *Bikexchange*. Retrieved 2021-12-23.

1. **[^](#cite_ref-3)** ["2018 Fuji Bikes dealer book Australia by Oceania Cycle Sport - Issuu"](https://issuu.com/ocbicycles/docs/my2018_-_dealer_book_-_fuji_-_aus_s). *issuu.com*. 8 March 2018. Retrieved 2021-12-23.

1. ^ [***a***](#cite_ref-Ballantine,_Richard_1974_p.58_4-0) [***b***](#cite_ref-Ballantine,_Richard_1974_p.58_4-1) [***c***](#cite_ref-Ballantine,_Richard_1974_p.58_4-2) Ballantine, Richard, *Richard's Bicycle Book*, Ballantine Books (1974), [ISBN](/source/ISBN_(identifier)) [0-345-27621-3](https://en.wikipedia.org/wiki/Special:BookSources/0-345-27621-3), p.58

1. ^ [***a***](#cite_ref-Article_5-0) [***b***](#cite_ref-Article_5-1) Brown, Sheldon, *Japanese Bicycles in the U.S. Market*, [Article](http://www.sheldonbrown.com/japan.html)

1. **[^](#cite_ref-6)** ["Performance Bicycle owner ASE files for bankruptcy"](https://www.velonews.com/2018/11/news/performance-bicycle-owner-ase-files-for-bankruptcy_481472). 16 November 2018.

1. **[^](#cite_ref-7)** ["Head has purchased ASE assets"](https://www.bicycleretailer.com/industry-news/2019/01/17/sources-head-bike-czech-republic-company-has-purchased-ase-assets). *Bicycle Retailer and Industry News*. Retrieved 2019-01-17.

1. **[^](#cite_ref-8)** ["ASE explains why it rejected the largest bid for its assets"](https://www.bicycleretailer.com/industry-news/2019/01/22/ase-explains-why-it-agreed-accept-second-largest-bid-its-assets). *Bicycle Retailer and Industry News*. Retrieved 2019-02-04.

1. ^ [***a***](#cite_ref-bicycleretailer.com_9-0) [***b***](#cite_ref-bicycleretailer.com_9-1) ["Tiger Group wins bid to buy ASE assets"](https://www.bicycleretailer.com/industry-news/2019/02/02/tiger-group-wins-bid-buy-ase-assets). *Bicycle Retailer and Industry News*. Retrieved 2019-02-04.

## External links

- [Official website](http://www.fujibikes.com)

- [Bicycle Culture Center, Japan](http://www.cycle-info.bpaj.or.jp/english/index.html) [Archived](https://web.archive.org/web/20070430193816/http://www.cycle-info.bpaj.or.jp/english/index.html) 2007-04-30 at the [Wayback Machine](/source/Wayback_Machine)

- [Classic Fuji BMX bicycle reference](http://www.fujibmx.com/)

- [Ideal Bike Corporation](https://web.archive.org/web/20150318090546/http://www.idealbike.com.tw/en/index.html)

- [Ideal Europe](http://www.idealeurope.pl/)

- [Advanced Sports International (ASI)](https://www.advancedsports.com/aboutus.html)

v t e American bicycle manufacturers Current American Star Bike Friday Bilenky Bohemian Brooklyn Calfee Cannondale Catrike Centurion Co-Motion Columbia Cortina Cruzbike Cycle Force Dahon Diamondback Dynacraft Electra Ellsworth Handcrafted Felt Fuji Fyxation Gendron GT Haro Head Huffy Hutch BMX Ibis Independent Fabrication International Surrey Italvega Jamis K2 Sports Kent Kestrel Kona Litespeed Magna Marin Masi Milwaukee Mongoose Moots Next Niner Nishiki Novara Pacific Pope Priority Pure Quality Quintana Roo R+E Rans Razor Redline Richard Sachs Ritchey Design Rivendell Rhoades Car Roadmaster Salsa Santa Cruz Santana Schwinn SE Seven Shinola Detroit Softride Solé SOMA Specialized Surly TerraCycle Terrible One Torker Trek Turner Suspension Univega Van Dessel Villy Volagi Waterford Wilderness Trail Worksman Yamaguchi Yeti Yuba Zigo Defunct American AMF Chicago Clark-Kent E. C. Stearns Eagle Fat City Gary Fisher Gormully & Jeffery Indiana Iron Horse JMC Klein Kogswell LeMond Lotus Melon Merlin Monarch Murray Overman Pocket Rambler Ross Serotta Shelby Stelber Sterling Stover Western Wheel Works Wright Components Bell BTI Bontrager Burley Coker Fox Fyxation Giro Hayes L.H. Thomson Lezyne RockShox SureStop Speedplay SRAM Zipp Category

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v t e Japanese bicycle manufacturers Current Bridgestone Kuwahara Miyata Panasonic Nagasawa Fuji Nishiki Yamaha Defunct Koga Miyata Lotus SunTour Components Bridgestone CatEye Inoue Rubber Shimano Sugino SunTour Tange International Co.

v t e Philadelphia-based corporations (within the Philadelphia metropolitan area) List of companies based in the Philadelphia area Philadelphia-based Fortune 500 corporations (rank in the 2017 list) Comcast (31) Aramark (192) Crown Holdings (333) Philadelphia-area Fortune 500 corporations (rank in the 2017 list) AmerisourceBergen (11) DuPont (113) Lincoln National Corporation (207) Universal Health Services (276) Campbell Soup (339) UGI (457) Burlington Stores (463) Other notable Philadelphia-based businesses Amoroso's Chemtura Day & Zimmermann FMC Corporation Independence Blue Cross Pep Boys Philadelphia Media Network PREIT Radian Group Urban Outfitters Notable Philadelphia-based professional partnerships Ballard Spahr Blank Rome Cozen O'Connor Dechert Drinker Biddle & Reath Duane Morris Morgan, Lewis & Bockius Pepper Hamilton Saul Ewing White and Williams Other notable Philadelphia-area businesses Actua Corporation Airgas AlliedBarton Ametek Aqua America Asplundh Bentley Systems Brandywine Realty Trust Boscov's Carpenter Technology Cephalon Chemours Christiana Care Health System Crozer Keystone Health System David's Bridal DuckDuckGo EnerSys Liberty Property Trust Penn Entertainment Penn Mutual Rita's Italian Ice SEI Investments SLM Susquehanna International Group Vanguard Toll Brothers Triumph Group Unisys ViroPharma Vishay Intertechnology VWR Wawa Wilmington Trust W. L. Gore & Associates WSFS Bank Notable Philadelphia-area US headquarters of foreign businesses Aberdeen Asset Management AgustaWestland AstraZeneca Chubb Delaware Investments GSK Keystone Foods SAP Siemens Healthineers Shire Pharmaceuticals Subaru Teva Pharmaceuticals TD Bank Notable Philadelphia-area division headquarters of US corporations Acme (Cerberus Capital Management) Centocor (Johnson & Johnson) Colonial Penn (Conseco) Delmarva Power (Exelon) GSI Commerce (eBay) Hercules (Ashland) MAB Paints (Sherwin-Williams) McNeil Laboratories (Johnson & Johnson) Neoware (Hewlett-Packard) PECO (Exelon) QVC (Liberty Media) Rohm & Haas (Dow Chemical) SunGard (FIS) Tasty Baking (Flowers Foods)

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Adapted from the Wikipedia article [Fuji Bikes](https://en.wikipedia.org/wiki/Fuji_Bikes) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Fuji_Bikes?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.