s, also called all-terrain bicycles, have upright handlebars and wide tires that are well-suited for off-road cycling. This market segment has enjoyed the largest amount of growth over the past ten years and now accounts for more than 60 percent of all sales at independent bicycle dealers. Motocross bicycles (BMX bikes) target the under 18 rider and are designed for competition in off-road races, although many of these bicycles are also ridden as transportation by those not yet old enough to drive cars. These bicycles are built for rugged use and freestyle riding. Manufacturers of BMX bicycles, including GT Bicycles in California, also sponsor BMX teams and races in order to promote their product lines and maintain their market share. These manufacturers attempt to establish a strong brand image with riders that can be retained as riders mature to mountain and road bicycles. Road bicycles are typically racing bikes that have narrower tires with curved handlebars. These bikes are lighter than their mountain bike counterparts, and are intended for use on paved roadways. Specialty bicycles can be built for racing, but are increasingly taking advantage of "branding" to differentiate themselves from other types of bicycles. BMW and Harley-Davidson are two of the companies which market specialty branded bicycles (neither manufacturer builds their bicycles), and some companies are seeking to exploit the "retro" trend in marketing by manufacturing bicycles which recall previous historical eras, such as the beach cruiser popular during the 1950s and 1960s in the United States (Bernard, 1997, p. 4).
The international bicycle market is concentrated in the United States, Asia and Europe, with the United States enjoying the dominant market share in terms of manufacturing. American products are particularly popular in Japan, and innovations in terms of the electric bicycle might well bring about new developments that offer additional opp...