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Tech Report, with Lennard Zinn - A visit to Guerciotti

Published: Nov. 6, 2007
Tech Report, with Lennard Zinn - A visit to Guerciotti
Tech Report, with Lennard Zinn - A visit to Guerciotti

There are some things I really like about this job and my regular trips to Italy have to be on the top of that list.

I visited the offices of Guerciotti in Milan this week. Company founder Paolo Guerciotti and his son Alessandro welcomed me to the downtown facility that also serves as a showroom and warehouse.

Paolo and Alessandro Guerciotti run a tight ship
Paolo and Alessandro Guerciotti run a tight ship

In its heyday in the 1980s, Guerciotti bicycles had a huge presence in the U.S., due in no small part to Ten Speed Drive Imports in Florida. At the time, Guerciotti was building 8000 bikes a year. Now, annual production is down to 1500, but the company continues to thrive thanks to worldwide sales and a solid commitment to customer service.

“We provide 360 degrees of customer assistance,” said Alessandro.

Customers in countries as far away as Australia or Malaysia can order items like Campagnolo and Shimano parts, Elite trainers, Vittoria tires, Mavic and Ambrosio wheels, and Sidi shoes directly from Guerciotti and expect quick turnaround, good pricing and no large required minimum orders. This in turn greases the skids for sales of Guerciotti frames and complete bikes.

So, the Guerciottis are proud of a well-organized warehouse and shipping department, as well as as classy showroom.

Drum roll.....
Drum roll.....

“Many of our foreign customers like to come here directly to buy a bike from us,” says Alessandro, “so we maintain a nice showroom. It is important for our image.”

The Guerciottis have recently combined forces with another Italian icon to produce a special edition Guerciotti Ducati, for those who appreciate another version of high-end two-wheeled performance products. Just unveiled in the stylish auditorium at the Fiera Milano, the motorcycle sports some very stylish features of its own, including a custom leather saddle. Guerciotti's bicycle production, however, remains at a facility near Bergamo, so I was unable to see it on Monday. Instead, I will go there on Wednesday and send in a report on that, too.

Before that, however, I plan to stop by to see Alberto Masi and his shop in the Vigorelli Velodrome. I also expect to stop by a "typical" Milan bike shop, Rossignoli. Stay tuned for reports from both of those visits as well.

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