Fezzari Bicycles Rebrands to 'Ari’ & Announces New Lightweight All-Mountain eMTB
PRESS RELEASE: Ari
The name change from Fezzari to Ari (pronounced "Ahh-ree") is a reflection of our company's global vision and goal to "Create Exceptional Experiences" one rider at a time.
 | Ari is and will continue to be built upon the DNA of Fezzari, and you will continue to see it in every detail down to the name. Our business model centers on providing custom-fit bikes, top-tier quality, and savings to every rider through our direct-to-consumer approach, and we will continue that under the name Ari. |
The Global Meaning of Ari
Dropping ‘Fezz’ from Fezzari and evolving into Ari seamlessly aligns into its core ethos of “Be in the Moment'' because the name Ari means ‘to exist or to be.” The name also carries positive meanings globally and is easy to pronounce in virtually any language.
The Present & Future of Ari Bicycles
We will launch multiple, all-new bike models in 2024 and continue to lead with the same ‘Bike of the Year' innovation we did under the name Fezzari. Stay tuned for multiple new bikes in the coming weeks and months.
Ari will continue to create exceptional experiences and products. For more information about Ari Bikes and new products visit: www.aribikes.com
New Lightweight All-Mountain eMTB: Nebo Peak
Today we unveil our lightweight all-mountain/trail e-bike. Built with a fully integrated carbon frame and 140mm rear / 150mm front suspension, the Nebo Peak is for those that want a do-it-all, fun, lightweight ebike.
Power and Efficiency
Driven by the new Fazua Ride 60 system, Nebo Peak is quiet, efficient, and powerful. Its 430Wh battery integrates seamlessly into the frame and offers up to 37% more range than comparable e-bikes. Details like integrated frame wall tube-in-tube cable routing helps Nebo Peak move silently.
Adjustability
Nebo Peak has geometry adjustability allowing riders to customize their experience with the new GA-Link (Geometry Adjust) located in the chainstay pivot. Boasting the lowest full-suspension standover height in Ari's lineup, Nebo Peak is a comfortable and fun ride. With intentional build choices emphasizing a balance between weight, durability, and performance, Nebo Peak promises a consistency and the frame is backed by Ari's Lifetime Warranty.
Balanced Suspension and Geometry
Featuring a comfortable cockpit, lower standover, balanced chassis, and optimal head and seat tube angles, Nebo Peak guarantees stability at high speeds and efficient pedaling, transforming every ride into an unforgettable adventure.
Models and Pricing
Nebo Peak Comp | $5,999
Nebo Peak Elite | $6,999
Nebo Peak Pro | $7,999
Nebo Peak Frameset | $4,999
Visit www.aribikes.com/nebopeak for more info.
Editor's Note March 5th: we're seeing an apparent astroturfing campaign in the comments. If you're affiliated with the brand please disclose that in your comments.
Update March 6th: After some investigation and discussions with Tyler Cloward from Ari we are satisfied that these were the independent actions of three employees (and possibly some brand superfans) rather than an officially coordinated campaign by the brand. They've asked everyone in their orbit to disclose any affiliations when engaging in the comments, and we appreciate their efforts to keep things transparent going forward.
Update March 6th: After some investigation and discussions with Tyler Cloward from Ari we are satisfied that these were the independent actions of three employees (and possibly some brand superfans) rather than an officially coordinated campaign by the brand. They've asked everyone in their orbit to disclose any affiliations when engaging in the comments, and we appreciate their efforts to keep things transparent going forward.
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Must Read This Week
I suppose Ari needs to re-re-brand now, lmao.
My Granddad had a fitting saying: " They broke their finger in their own buttholes."
But if IP addresses are really the same, how do you know that? How would you know that? Are you a PB editor posing as a commenter or did PB leak personal information to someone online? Or are you just throwing out wild accusations?
Everyone needs to chill the hell out and go ride a bike already.
@likeittacky: yes, they're about to be sued by ARI Network Services and ARI-Armaturen. JMO is jerking myself off--right?
Arimasu means to have something.
Imasu (e - mass) means to be
The word ARI on its own means "Ant"
Maybe it climbs like an ant? Technically they can climb better than goats as they can go upside down.
IN Japanese you could said "atarashii jitensha arimasu ka?" (do you have a new bike)
You can say "Are you here" "Imasu ka?"
And Imasu is for any animate object so you could say it to an ant (or, if you watched spaceman you could say it to an interplanetary spider. THough in the end it was the Koreans that rescued Adam Sandler. Not sure what "to be" is in Korean. But I bet it is spicey!
To summarize, the verb to express the existence of people and animals is IMASU, (There is, There are, to exist). Its negative form is IMASEN (There is not, There are not, not to exist). When we talk about the existence of inanimate things, we use ARIMASU (There is, There are, to exist).
chatGPT is life
Dropping ‘Fezz’ from Fezzari and evolving into Ari seamlessly aligns into its core ethos of “Be in the Moment'' because the name Ari means ‘to exist or to be.”
-Uhhhhhh ok.
SEE! Makes total sense...
Very sad that they took such a wise move in rebranding and then completely screwed it up by sticking with the nonsense and piling on the disaster by not getting a handle on the shill's or maybe even actively allowing it??
Shame. Good bikes! Just idiots when it comes to marketing and social media apparently...?
There were times when trail users asked "Is that a Ferrari bike?!?!?"
This way the brand is distinct and in this age of short attention spans, I do think its a good play
Hey Fezzari, just acknowledge it. Don’t be shady. No one likes it when you are shady. That sucks. Stop it.
Also, your bike named “Delano” means “of the anus”.
I have zero affiliation with the company and haven’t owned one, but I have friends who are happy customers and they seem like solid bikes on par with any of the bigger bike companies.
for the record, I have zero connection to the brand, as side from the fact that I do own one of their bikes.
The Fleischer
The Shafir
Don’t know why they are pulling that one though. They make good stuff for the money, just let it talk for itself.
Don't get me wrong, the rebranding is MUCH better. But them trying to get all heartfelt about it is stupid...
So basically they are saying EVERYTHING else on the bike is only worth 500 bucks? How the heck does that make any sense...
I live in SLC and admit that they are decent bikes (which was not always the case), but around here people either love them or crack jokes about them.
FWIW I think they should release a bike called the Lamborzzini & show that they can poke some fun at themselves.
*I do ride A fezzari, but not FOR fezzari, nor am I an employee*
lifetime warranty. I can unequivocally say it's the best and most capable bike I've owned to date and wouldn't hesitate to buy from them again.
Not an employee or 'influencer'/ambassador.. Minnesota is 18 hours from Utah.
Anyway, I love them both, and have ridden them hard from Mammoth, Gooseberry, St. G and all over socal. Best bikes I've owned. Yes, I'd be just as happy with a trek/spec/SC/etc, but they did not give me custom fit, which had I not had that would have gotten the wrong size frame and spent the rest of my days adjusting the bike to me.
I'm okay with the new name, but I'd have changed it to Gurly, and the motto would be "Its okay to be a Gurly man."
Summybytch...
In Japanese, なし (Nashi) means the opposite, for example:
"This astroturfing was なし a good idea."
ARI
A-Astroturf
R-Rename
I- inundate with marketing double speak
Look at that Ferrari. I haven't seen a bike like that since Yeti.
Walter:
Ferrari is a car, you idiot.
Paco:
I said Fezzari.
I always thought of Fezzari as a brand that sells decent (- albeit somewhat boring) bikes and has an incredibly dull brand image. Their whole entire brand identity seemed about as exciting and alluring as an off-brand can of italian tomato sauce.
So effectively, with the rebrand, nothing has changed.
If anything, as far as I'm concerned, the only thing they've achieved between their marketing buzzword-filled press release, the astro turfing and the inflatory hand out of sponsorships to a bunch of obnoxious influencers is an aura of slight disingenuousness on top of their boring appearance.
Fezzari? Ferrari? ARI? shit gets weirder with each iteration
IF fezzARI has any balls at all they will do the following.
Come out with a new trail bike named the OLA.
Therefore, it will be the "ARI OLA".
Wait for it...think about it...there you go.
I did have a La Sal Peak- solid bike, but didn’t like the mid stroke support. Not really a true enduro bike, more like a big trail bike.
I’m genuinely excited about this change and to see where it’ll go from here. We’re out to have fun and make good stuff.
P.s: A few of our crew got a bit excited and the editors note is fair imo.
The founders son came up with the name ??
Pinkbike interview or review
It just feels like a different thing and doesn’t feel like it’s catering to the same group. Like it’s driving all these sales, but I don’t think I know anyone who really bikes that has more than one e-mtb, and I don’t know any guys who really like to ride that exclusively ride e-mtb. And I know some guys with garages full of bikes.
So all this chatter about how it’s driving sales and keeping the shops open, that’s great. I’m glad manufacturers and lbs’ are making money… but it has this vibe that the people buying them aren’t from our space. And I know how much of an a*shole I sound like when I say that lol. But the e-bike movement is using the same websites, publications, stores, manufacturers and supply chains, even the same trails for riding. And I’m sure I’m at least half wrong, probably a lot of bikers are the ones buying e-bikes to add to the quiver, it just doesn’t vibe that way.
Lol Do I sound like skiers did in the 70s when they were trying to keep snowboarders off their resorts?
There is also an older set of riders that just use them for fire roads and bike paths. These people have the nicest bikes and definitely have a different vibe.
There is also another group of DH bros with long travel eebs that just go do self shuttle laps.
I don't remember the snowboard thing starting until the 80's. Was a big deal where I live. Breckenridge was all in and Keystone didn't allow them for years.
I have an enduro bike, trail bike, and dj, but I’d like a gravel and dh before getting an e-mtb.
If the average PB comment section goon has a 2/1 or 3/1 ratio of bikes to e-bikes, how are they this saviour of the industry? Is our little passion being propped up financially by casuals? And if so, are we just going to see more bankruptcies and companies folding as they’re all doubling down on e-bikes to sell to people who will buy one bike every 10 years or ever and not put it through paces?
I completely agree with all their usefulness, anything to help the diggers is golden in my book. And I’m not against e-bikes or judgemental of the riders, they’re just not high on my personal bike wish list.
I will probably be selling the DH bike and emtb to partially finance a new emtb.
Manufacturers have to sell 4-6 gravel bikes for 1 emtb for the same $.
This has been an interesting chat though, thanks for your input.
To me it comes back to e-bikes sharing supply chain with bikes, despite a lot of the customers coming from outside the mtb sphere. When people say silly things like “e-bikes are ruining our sport” it probably stems from the fact that they go to bike shops and half the stock is e-bikes, and half the e-bike customers aren’t mtb riders. Same with reviews on PB, press releases from manufacurers and so on. If e-bikes had their own shops (I’ve seen a few but seems to be commuter bikes and cruisers) and websites and grew their own following instead of squeezing more juice out of the hard fought mtb culture their might be less friction and comments like “e-bikes are ruining our sport.”
I’m a bit torn because I find this wildly unrealistic but I also see lots of bike shops that are mtb only or cycling only, and lots of them carry brands that make both types of bikes.
"Nissan started in 1911 when it was originally founded under the name Kwaishinsha Motor Car Works by Masujiro Hashimoto. Three years later, the company produced its first car, the DAT, which was an acronym of the three investing partners' surnames".
youtu.be/BvWJpEq5y-Q?si=wQ1v-i1D-pK022nc
We recently featured a Fezzari build on our social media and PinkBike page but our business has no official connection to the brand, I called up and bought the frameset at retail pricing because it had the features I wanted and the price was on par with some industry deals with their B2C price structure
We love the PinkBike comment sections because it is one of the few, if not the only unfiltered idea machines in MTB media where the consumer can express an uncensored viewpoint and have it voted on (knowledge in crowds theory)
A little about me...I've been riding bikes since the mid-90s. Over the years, I've ridden Specialized, Trek, Cannondale and YT. I tend to ride my bikes for a long time because I don't have a ton of disposable income. When it's time for a new bike, I buy the most bike I can get for the money. For me, it's about value.
When I was looking to replace my YT Jeffsy in 2020, I looked at a ton of different options, including Specialized, Trek, Canyon, Intense, Stana Cruz, Yeti, and a few others that included Fezzari. The only manufacturer that even came close to Fezzari, was Intense. Nobody at the time offered a well-optioned, full-carbon, 140/150mm trailbike with XT drivetrain and brakes, Fox36 Performance and DPX2 Performance for $4899. The closest Specialized was $2k more for a similar spec.
The Delano Peak has been far and away, the best bike I have ever owned. It's not a circa 2004 MTB, it's a bike with modern engineering, kinematics and ergonomics. The bonus for me is that their HQ is 20-mins from my house and my money goes into my local economy. I can speak to the owner pretty much anytime, I met the designer of my bike, and plenty of the staff involved. You don't get that with ANY of the bigger brands.
I have always been indifferent about the name. It's just never been a big deal. Some people are so hateful, and for what? I have to wonder what their personal life is like. If you like a certain brand over another, that's cool. It's MTB, and we're all out to have a good time on the trails.
Get out and ride yer damn bikes!
I gave an honest opinion based on my personal experience, presented facts and did it without resorting to name calling and trash talking, and I get DV'd. For those that DV'd me, I guess the truth really does hurt.
BTW, if you're trying to argue that when you wrote "I have to wonder what their personal life is like," you weren't passive-aggressively trash-talking, then you're straight up gaslighting us.
Did you think we wouldn't notice?
"The name change from Fezzari to Ari (pronounced "Ahh-ree") is a reflection of our company's global vision and goal to "Create Exceptional Experiences" one rider at a time."
It's a reflection of a failed brand.
youtu.be/M5rwuw9oZLY?si=hRSUmuDGa8WD1Wdh
-ari employee