Fezzari, a bicycle brand with an evocative and bold name

Ferrari, the legendary Italian manufacturer, is hardly pleased with the American bicycle company’s apparent attempt to plagiarize its name.

Change two letters in a legendary surname, stay under the radar for a few years, then accelerate the movement. This is somewhat the strategy employed by this American bicycle firm, Fezzari, based in Utah, founded in 2005.

Legally, there is nothing to oppose this approach. Morally… Not sure, in fact, that this method boosts the product’s credibility, especially since it has remained relatively low-profile since its inception.

It must be said that the commercial concept is extreme: configuration on an exclusively English-language website, payment and home delivery. Fezzari chose to skip the “distribution” and “seller” steps to maximize its margins and supposedly offer a cheaper product to its customers.

A quick visit to the manufacturer’s website reveals extremely high prices ranging from $2,000 to $10,000 for road or mountain bikes, with or without electric assistance.

The second concept to stand out from the competition is that the customer can customize their bike according to their measurements: height, leg length, arm length, torso, weight (for damping), colors, tires, rims, etc.

This individualized work is appreciated by cycling experts, but it appears to be a source of many manufacturing errors, according to customer reviews.

Just like luxury cars, quality and price must be aligned, and this is not something to improvise. The lack of a physical interface also discourages buyers once they are spending several thousand euros on a product. Not everyone can be Ferrari…

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