Batavus versus Gazelle
After distributing Batavus bikes in North America for nearly three years, we weren’t really surprised to see Gazelle finally enter the marketplace. While Netherlanders typically view Batavus and Gazelle as equals and have no absolute loyalty to either, the two companies have being doing fierce battle for years. In fact, very few people know that there was even a brief period where the two companies merged, but internal conflict ended this quickly. No one at Batavus really likes to talk about it.
There is plenty of room in North America for dedicated European city bikes, and truth is, we welcome the competition. With Gazelle in the marketplace, consumers now have the option of two powerful Dutch brands as opposed to the crude and ineffective city bikes being produced by North American companies (in China). Both Batavus and Gazelle produce excellent quality bikes, and both companies guarantee the consumer an quality product. When it comes to bikes, the rather elitist Dutch maxim ‘if you’re not Dutch, you’re not much’ is certainly true. But there are questions. Do both companies have the experience and economy-of-scale to offer reasonable pricing and excellent back-end service? Do both companies produce bikes that are specific to the needs of North Americans?
Gazelle is based in Dieren, Netherlands – a little town in the province of Gelderland. Started in 1892 Gazelle is the oldest of all the Dutch brands. Gazelle has been the more ‘traditional’ brand and since they supply the Dutch Royalty, Gazelle is often considered the ‘figurehead’ brand. This, of course, is not without debate. Older is not necessarily better, and indeed, it is often the younger companies that must be more innovative, more creative, and more quality driven. Enter Batavus.
Batavus started in 1905, and like Gazelle, made all sorts of strange things (Batavus made ice skates and stoves) before they settled on bicycles. Batavus has always been an innovator. In the 1970’s they produced a moped line that have become cult objects to collectors. In the 1980’s they formed the Accell Group, a holding company that produces the iconic Koga Miyata brand, the more experimental Sparta brand (who produce the award winning ION el
ectric-assist system – the best e-bike on the market), and perhaps more impressively, the entire Paris Velib bikeshare system. It appears that Gazelle has unfortunately defaulted to the copy-cat status, and their late entry into the North American market only verifies this. Bikes like the Gazelle MPB (multi-purpose bikes) are almost certainly a crude copy of the Batavus Personal Bike (which preceded the MBP by nearly seven years). And the Gazelle Cabby is, once again, what appears to be a crude copy of the popular Bakfiets bikes. From the first company to use the NuVinci hub to numerous innovation awards in comfort and safety (the Batavus multi-position stem is a piece of engineering genius), Batavus keeps things fresh. They were the first to standardize the use of theft-resistant RFID tagging, the first to update the classic omafiets with fresh colours and they also make the worlds most amazing kickstand. Gazelle may be a figurehead brand, but Batavus is the benchmark. Viva het verschil! Or perhaps better, viva la difference!
Both Gazelle and Batavus fight each year for supremacy of the market. This usually means Batavus outsells Gazelle by a finite number of bikes per year, or vice versa. And, in fact, most bike stores in Holland carry both brands. But the bike stores in Holland know their market and order their brands accordingly. It is said that Gazelle serves the ‘over age 50′ market, while Batavus serves a younger, demanding, and more sophisticated market. This difference is certainly important and is illustrated by Henry at Henry Work Cycle who is a blunt, unapologetic and fairly non-partisan observer of Dutch bike culture. On a recent blog post, Henry comments,
There’s a perception within the industry and amongst the public that Gazelle relies much too heavily on fantastic name recognition and reputation, but of course these gradually erode. Certainly in comparison with their archrival Accel Group (Batavus, Sparta & Koga Miyata) Gazelle is extremely conservative and insular, though the quality of the bikes is similar.
High quality, at the end of the day, is a Dutch obsession and Henry’s hand-crafted bikes push this even further (pricey, but available from some great shops). Both Batavus and Gazelle guarantee the North American consumer utmost quality. But attitude is equally important. When we first started looking at bringing in Dutch bikes, nearly six years ago, we first consulted Gazelle. The response was a flat-out “not interested.” Case closed. No arguments. Yet, after years of developing the North American market for Dutch bikes, we’re not surprised that Gazelle decided to enter after all the hard work was done. It’s smart – perhaps even cynical, but it’s hardly trail-blazing. It is, in short: conservative.
But that’s OK. We’ve never looked back. After all, the greatest advantage of Batavus is that they’re a Dutch company that doesn’t just make Dutch bikes. A Dutch bike, after all, is made for Holland. And, Holland is deadly flat while distances are short. Both Batavus and Gazelle are made in Holland, so both make quality city bikes. But, the difference between a Dutch bike and a city bike is key. Unlike Gazelle, Batavus has a long history of building, supplying and servicing export markets with city bikes (Gazelle has typically only exported to Germany). Batavus, as it were, thinks outside the dijk. The experience Batavus has with export markets is revealed the minute one visits their Danish, German, French or UK websites. On each website one can find a number of export models specific to each country. After all, to export bikes one must be extremely sensitive to the demands of each region. The Danes love minimalist design, hate drum brakes and prefer coaster brakes where ever possible. The Germans and French want bikes with more gears, since cities are bigger, sprawl is a concern, and there are hills to deal with. The entire Scandinavian market demands bikes that are completely rust-proof, since bikes are stored outside year round in the salty snow. You get the picture.
But the common thread behind all these different city bikes is that each region demands Dutch quality. This commitment to quality and regional vern
acular has led Batavus to the production of two North American bikes, the Fryslan and Breukelen. The Fryslan is a classic omafiets adapted to the North American market with 5 speeds to tackle greater distances, or hills. The Breukelen is a clean, nearly logo-free design that features a no-nonsense 7 speed hub, double drum brakes and a hub dynamo. Both are made for the cold, salty winters of the Northeast, the hills and sprawl of the West Coast, and the sophisticated tastes of the urban demographic. But this is old news. This year Batavus will introduce the BUB, a bike that blends the sleek vernacular of Dutch architecture into a city bike that pushes form and function into an entirely new epoch. It’s like the Smartcar of the bike world. But we’re keeping it quiet for now.
Perhaps the biggest indicator of Batavus’ experience in export markets is reflected in the vast price differences between Batavus and Gazelle bikes in North America. This is not the case in Holland where both companies are competitively priced. So, what’s up? We suspect this has to do with over-optimism, but more likely, shipping. In Holland bikes are shipped complete. However, shipping bikes complete to North America and within North America introduces some phenomenal costs as well as a high risk of damage. To reduce these costs, the bikes must be boxed in much smaller boxes, which requires new triple-wall boxes, strategic packaging and people who know what the heck they’re doing. If anyone is wondering why a 1sp Gazelle costs $950 USD and a 1sp Batavus is only $730USD its almost certainly because of ocean and ground shipping. In Holland, they cost the same.
Paving the way for Dutch bikes in North America has been hard, trailblazing work. The problem, alas, has been bike shops. Finding consumers has never been difficult. People have wanted comfortable, low maintenance and fashionable bikes for decades. Bike shops, which have typically been male-dominated performance stores have unfortunately been the weakest link in the chain. This is why Gazelle undoubtably moved into Club Monaco – a clothing store – before they moved into bike stores. By hitting the target customer where they shop is obviously quite clever. But it is also cynical. A Dutch bike is a spectacular piece of proprietary equipment worthy of great respect. There are dozens of parts on a Dutch bike that are made in Holland and are only found on Dutch bikes. While bike stores are only beginning to learn the ins-and-outs of Dutch bikes, they remain the only place worth buying a Dutch bike. The very last people learning them should be clothing salespersons. Or servicing them. Heaven forbid. To be fair, Gazelles tactics have changed and they are using some shops that we deeply respect (and are movers and shakers themselves). But if we had ever put a Batavus in a clothing store that would have been it for us. Case closed. No argument. Integrity above all.
The question of trailblazing is always a question of investment. The greatest investment, of course, is always time and money. There is a marked difference between urban and suburban bike shops in North America. Just like cars, the bike market in North America has, up till now, fundamentally serviced the suburban consumer. From mountain bikes to racing bikes to beach cruisers, the North American bike industry has always made bikes that ride best outside of the city. Urban shops, insid
e the city, have always struggled. These are shops that despite a lack of options, provided the best options they could. And it is these shops – previously under the radar – that are experiencing phenomenal success with Batavus bikes (and a great deal of other brands). But it took time. The other investment, of course, is money. This year Batavus donated 200 uber sexy bikes to the city of New York for the 400th Anniversary of NYC – entitled “Holland on the Hudson” (New York was once a Dutch colony). New York has seen an impressive increase in bicycle usage and the 200 bikes helped pave the changing perception of New Yorkers (and by a possibly spurious extension, the rest of America) to city bikes. Selling bikes is not hard work. Changing perception is. Each Batavus bike we import imports all the concepts and civility of the Dutch bicycle culture. Together with Fourth Floor Distribution, Batavus has been key in changing the North American perception of what qualifies as a real city bike.
It will take several years for Gazelle to lower their pricing through better logistics and volume. It will take even longer for them to produce key models that appeal to sophisticated North American tastes. This, no doubt, will require a change in the insularity and conservatism of Gazelle – and attitudes, like perception, is the most difficult thing to change. But, to be fair, perhaps this is already happening. Being a visionary is tough work, even if you’re a little late on the scene.
Eric Kamphof is the General Manager of Fourth Floor Distribution. His parents are Dutch and when he was 13 his parents went to Holland and brought him back a Batavus catalog. This, obviously, turned out to be a seminal moment.
All I can say is kudos for making it work. I have a Jorg & Olif and they no longer appear to be in business. My local shop won’t even fix a flat for me because I suspect they don’t know how to remove the chainguard (easy, figured it out myself). I looked all over DC to find a shop that would sell me a dutch bike and I gave up because I was sick of hearing how an Electra Amsterdam is better (yeah, right).
What do you guys think about the GAzelle Tour Populaire? I was looking at the rest of the Gazelle line and its not terribly inspiring. The Batavus Fryslan looks similar except it doesn’t have the rod brakes. Something about the Toer gets my heart beatingfaster.
Hey Theis,
I’m not sure what happened to Jorg & Olif. You’re bike is great, in fact it is really an Azor bike in disguise. Azor is a smallish company in Holland that isn’t terribly well known but makes a more custom Dutch bike – mind you, at a hefty price. Good quality too. They are available from the Dutch Bike Company in Seattle and Chicago (and, from what I hear, NYC very soon).
Overall, it may take the bike industry a long time to adapt from selling toys to selling necessities. It’s a shame, because the bike industry has a real chance to legitimize its products as urban solutions, but so far the best attempt at this is the Electra Amsterdam – which is nowhere near the quality of a real Dutch bike, but an admirable attempt. Quality is a cultural thing. North Americans have a trend-driven and disposable culture. As I always like to say, if the Dutch built their dykes like an American bicycle they would have been under water years ago. Sorry to hear that your shop won’t fix your bike. Despite their inherent simplicity, I think there is a fear of Dutch bikes. They’re a different language game – an alien species that challenges the native expertise of a North American retailer. To some extent this is understandable, but not excusable.
The Toer Populaire. Where do I begin? I spent nearly three hours on one trying to get the rod brakes to work with the drum brakes. Rod brakes were only ever designed for rim-engagement, and they hardly worked then. When you attach them to a drum brake they work even less. Not safe. I like the style of the Toer, I really do, but for the money the Batavus Fryslan is equally pretty and far better equipped for the price. We understand the desire for the timeless Dutch bike. This is why we designed the Fryslan with Batavus. Batavus was very curious about this bike when we submitted our drawings. It looked vintage but had a 5speed hub, which would never happen in Holland. It’s nostalgic without sacrificing practicality to nostalgia. There is a reason the classic omafiets has been around so long, and despite the ‘neat-o’ factor, it hasn’t been rod-brakes.
Totally agree on a lot of what you are saying here. Batavus has spent more time here and invested far more in building and adjusting its product lines for the local market, and does a lot of very cool and progressive things. But I only know this because I live around the corner, bought one at your shop and because I’m one of the nutbars that reads your blog!
People don’t really know any better, and without access to a good, in-person salesperson, I worry that they’re gonna miss the point. For example: the Batavus website is terrible! I can’t even find any mention of the Old Dutch or the Breuklan or Fryslan on their North American site. These are probably the most interesting/ coolest looking bikes they sell. Not to mention, there’s no mention of their environmental policies or information on their advocacy efforts in NYC. You guys seem to be a better job of telling their story than they do!
So while I think Batavus is doing all the right things in terms of supporting the infrastructure, I worry that others are winning the marketing war. I know you guys do a lot of the grassroots legwork, but as a company, they really need to get a consistent and strong message out there. I’d be happy to share my thoughts (my day job is in this kind of thing).
P.S.: I can’t believe I am such a nerd.
I just wanted to point out that not all North American comapanies design “crude and ineffective city bikes produced in China.” Breezer Bikes have been making excellent city bikes for the U.S. since 2002 and they are manufactured in Taiwan, which is a world away from China regarding worker’s and environmental rights (seriously, they are not even comparable). If you test ride a Breezer and then test ride one of the Dutch city bikes, you’ll definitely see the difference, and especially if you pick each one up! There’s a reason Breezer has won Bicycling’s commuter bike of the year for the last two years: they’re fun to ride and they are a legitimate car alternative.
Hey Gianni, thanks for the comment! I am very familiar with Breezer bikes since I once managed a shop that was the first to bring Breezer into Canada. I know Joe Breeze by name and met him two years ago at Interbike to review the possibility of distributing his bikes in Canada. So the question is, why didn’t we?
Don’t get me wrong. I think Breezers are a great bike – if you live in California or the west coast. Our biggest problem with Breezer was the brakes and chaincase. By not putting a full chaincase on the bike, the chain still got filthy as did the customers clothes. We are firm believers in doing it right the first time, and this also goes for our complaint with the brakes. A bike with internal gears sends the message that low maintenance and long term reliability are the goals of the manufacturer. But, the message gets mixed when the low maintenance gears are coupled with the high maintenance V-brakes. V-brakes are as exposed to maintenance and rust as a derailleur. The Breezers I sold would end up with brakes that would flash-rust onto the frame and require constant replacement.
And as for weight issue: North Americans are strangely inclined to measure an entire bikes worth by how much it weighs on the sales floor, and the bike industry both perpetuates and abides by this strange science. I always ask people if they are riding the bike or lifting it as they go from place to place. No one in Holland is sweating buckets riding their heavier bikes, which prompts the question: does a lighter bike equal a faster bike? Everyone in North America who has ever owned a mountain bike knows that light does not equal fast. A Dutch bike moves with the pace of a city, which is neither all that fast, nor all that slow. This means the best bike is one that is efficient, safe, and comfortable. Too fast is too dangerous. Too slow means sweaty suits and body odour at work. Yuck!
So, why the need for a light bike? Well, if you are lifting your bike into the third floor of your apartment you certainly have a reason. But, most people bring their bikes into their homes because they know their bikes are not storeable outside year round, or they worry about theft (a problem resolved by a very very good lock). Part of the weight of a Dutch bike is value-added – it not only stabilizes heavy grocery loads (or children) and makes the bike feel secure, it also represents the measures taken to make a bike truly rust proof and durable. And Dutch bikes are famous for their durability – which is why building a bike in Holland is still better than Taiwan! But, if you leave your bike inside for whatever reason, want a bike that is relatively low maintenance, and if you live on the mild west coast, Breezers are a great bike.
Hello my fellow nerd, and welcome!
I agree that Batavus needs to do more on the website and marketing side. However, if all of this development falls under the humility of a ‘five year plan’, we are doing just fine. Consumers rarely find logistics sexy or marketable, but a company that wants to do things right will ensure that each product is brought to market with the same integrity it has in Holland is a good company indeed. It takes a lot of work to keep prices low when governments slap huge duties on bikes (but not cars, big surprise), shipping companies penalize the large sizes of bike boxes, and when certain courier companies get thrills from damaging the products they ship. With the logistical infrastructure set up and well lubricated, our goal indeed is now marketing. I myself have written most of Batavus’ new North American website which will be launched in September (the bicycle gods willing).
And we love to get more people involved! Building this business has been great fun if not for the passion and support of our customers. Please shoot me an email if you have a good idea, I am all ears!
eric@onthefourth.com
Hi Kampy. Thanks for the thoughtful reply. We couldn’t be more in agreeance about the weight issue. I’m so tired of price and weight being the determining factors of a bike’s value in America. It’s almost as if how it rides or how versatile it is doesn’t even matter! Clearly price is a vital part of a bike purchase; everybody has different budgets. But in my experience, for bikes under a certain price ceiling ($1500?) the old adage “you get what you pay for” seems to often hold true. And while I would prefer people focus less importance on weight, from a bike designer or engineer’s point of view, it has to be addressed. There is no reason a bike should weigh more than it needs to (I realize this is a highly subjective and idealized comment). A bike that is a true car alternative is going to be heavy: dynamo light systems, racks, fenders, chainguards, kickstands, and bells add up! But a good designer doesn’t just give up the ghost and say weight is no issue. They factor it in along with all other more important and less important criteria.
Your comment about a bike moving with the pace of the city is very well written, but what does that really mean? If I want to ride my Breezer slowly, I can ride it slowly. If I want to ride it fast, it’s nice that it’s easier to do so. To me, cities are all about stop and go, and arguably, stopping and going are the two most important reasons to consider weight! I wholeheartedly agree that “the best bike is one that is efficient, safe, and comfortable.” Isn’t a lighter bike then safer? Quicker to stop and quicker to maneuver (good brakes assumed)? Is it not more efficient?
It’s amusing to find myself championing the weight issue considering how much it irks me to hear people fixating on it. I think your comment about excess weight being “value-added” struck some chord in me. While clearly you love bikes and good design, I think it’s just important to not get stuck in the past. Bike design should continue to be innovative and to move forward: Dutch city bikes included! That being said, have you forwarded your issues with the Breezers on to Breezer? I live in California so haven’t had these problems, but a good bike should work well anywhere (to a point I guess. Antartica?). I’m sure they would love to get your feedback and get to work on it.
Thanks for reading,
Gianni
Shallow seat tube angles, incandescent bulbs,
Hey Gianni,
You are certainly right about weight, but I think you have missed a key point. One look at the Batavus (or Gazelle) catalog reveals that about 80% of their bikes are aluminum. Clearly weight is a concern, although durability always holds the trump card – as I am sure you would agree. I think you make the mistake many make when they think of a Dutch bike – you imagine only the classic steel frame, which, to be fair, is a rather archetypical bike. The Dutch bike industry has evolved year by year since the 1900’s to create lighter weight bikes with loads of proprietary features that would make a North American bicycle designers head spin. The classic steel bike has always remained in the line because it has a timeless quality – which is almost certainly why it has been imitated by companies like Electra – but it hardly represents the modern Dutch bicycle. If the Dutch bike had not evolved from the classic steel frame, then indeed Breezer would have much to teach a company like Batavus. But alas, this is not the case. The modern Dutch bicycle has a lot to teach companies like Breezer who are only beginning to understand the city bike market. The tube-walls of a Batavus are aluminum, but thicker to ensure that they will not dent easily. The brakes are always internal to ensure Arctic reliability. This means they are a bit heavier than a Breezer, but, as you said, a bike should not be any heavier than it needs to. I think the Breezers should dare to be a bit heavier, at least if they want to be truly cosmopolitan. Again, maybe this isn’t necessary in California, but it is most certainly the case up here in the chilly Northeast.
What’s with Dutch Bike both wholesaling and retailing Gazelle? That seems to be just as bad a situation as letting Club Monaco sell the bikes. It doesn’t seem like Gazelle has their act together at all. If I was a bike shop in Seattle, Chicago, NYC (or wherever else they plan on opening) I would be pretty ticked having to compete with my distributor for retail sales.
Blair,
Combining retail and wholesale is very common in fields where the volumes are too small to justify dedicated wholesale distribution. It works fine as long as the dealer/distributor is honest about not competing with their dealers on price or territory. Note that you’re commenting on the blog of Fourth Floor Distribution which is the same company as Curbside Cycles in Toronto. We (WorkCycles in Amsterdam) take the chain a step further: we design and manufacture bikes, distribute them through a small network of dealers and sell them in our own two shops.
Actually, having done it this way for several years we see considerable advantages. Unlike the typical wholesaler or manufacturer we have a very close connection to the end customers/users of our bikes. This gives us a very tight feedback loop for development and keeps us honest. If we sell substandard bikes here in the brutal environment (for a bike) of Amsterdam we’ll quickly have dissatisfied customers in our shops.
Hey Henry. I think Blair has something of a point. Fourth Floor indeed did start from a retail background (as did many much larger wholesalers), but we are not an expanding national retail chain. That’s the difference. Moreover, the two companies, Fourth Floor and Curbside are legally distinct and operate independently. Its a dangerous tightrope to compete with the very stores that one supplies. I’m not saying this is impossible (Trek does it throughout the USA, albeit rather distastefully), but perhaps it can work. I don’t know. I guess we’ll see.
Interesting article you have written about the Batavus V Gazelle ‘Battle’.
Being a copy-cat is a terrible thing I agree. “It appears that Gazelle has unfortunately defaulted to the copy-cat status, and their late entry into the North American market only verifies this.” I guess this means that Batavus unfortunately defaulted to copy-cat status by their late entry into the Dutch market?
Hey Pieter. I’m not sure how to respond to this. The Gazelle, after all, was a co-opted British and German bicycle design. No one can lay claim to the ‘original’ omafiets design. However, designs like the Personal Bike, the BuB, and others are truly original Batavus products which have been copied time and time again.
And 1905 is hardly a ‘late’ entry into the Dutch bike market. Batavus is one of the oldest companies in the world producing bikes, and believe me, there are very few companies left producing bikes that are over 100 years old.
[...] But its really just the same stuff in different colours or parts. As known to many (and discussed here), Batavus is known as the innovator in Holland while its competitor Gazelle as the perpetual [...]