Tag Émile Mercier

The story of Cycles Mercier is inextricably linked to its master strategy of brand management and horizontal integration, a philosophy that ensured its longevity even as smaller rivals struggled to survive. Over its 66-year reign, Mercier established no fewer than…

The storied history of Cycles Mercier spans well over a century now, marked by rapid industrialization, a long-running racing dynasty, pioneering technical innovations (like the Méca Dural frame), and dramatic corporate collapses and revivals (note the use of plurals here).…