Maynard Hershon Thoughts
I've had a long off-and-on association with Fuji. In the
late '70s I worked in a northern California shop where we sold lots of Fuji’s
to lots of happy customers. I had a good feeling about Fuji’s then,
about Fuji quality and integrity, and I still do. Here's a brief "History
of Fuji in the US" based on my own experiences and conversations with
Fuji staffers...
In 1971, when Fuji
began selling bikes in America, Schwinn and a few European makes were the
market. Japanese bicycle companies got zero respect. No one in the US realized
that Fuji had been producing great bikes in Japan since 1899.
Fuji’s were sold strictly as "original equipment,"
with Montgomery-Ward or Sears labels on them, department store bikes priced
at around $70. Fuji displayed their bikes at the 1971 dealer show in New
York City. The bikes were so well received, Fuji decided to bring them in
with Fuji badges on them. As a result, Fuji lost the original equipment
business and had to start from scratch in the US, with a brand no one recognized.
The three Fuji models in the early '70s were the Newest,
Finest and S-10-S. The least expensive sold for $125, serious money then,
more money than any Japanese bike ever offered in the States. Lots of established
bike dealers wouldn't stock Fuji’s. After all, they were Japanese (so
they just couldn't be any good) and they were expensive. Fuji decided to
appeal to prospective customers, to try to encourage them to ask dealers
about Fuji bicycles. So Fuji placed regular ads in a slick new magazine
called Bicycling. More importantly perhaps, the company advertised in Sports
Illustrated, GQ and Playboy; Other bike companies advertised only in cycling
magazines.
The early '70s US bike-boom was raging. Thousands of new-generation
cycling enthusiasts felt no resistance to products labeled "Made in
Japan." Many of those enthusiasts started bike shops, often selling
Fuji’s. Many of those shops still sell Fuji’s today.
Then, in 1974 Consumer Reports tested a number of bikes
and gave the S-10-S its #1 rating, overnight putting Fuji on the map with
consumers and dealers. Since Fuji began selling bikes in the USA in 1971,
bike companies have come and gone. Economic conditions changed, Fuji changed
accordingly. Fuji transferred elements of production to sustain Fuji quality,
to realize Fuji's corporate vision. Other less flexible Japanese and European
bicycle companies did not survive those changes.
Always adaptable, always progressive, Fuji was first to
make high quality, lightweight cro-moly frames in quantity. Six-man engineering
teams designed each model's frame, focusing on techniques for joining thin-walled
steel tubes precisely and reliably. Fuji engineers worked closely with tube
companies to develop materials and tubes to suit Fuji's new techniques.
Fuji was first with triple- and quad-butted frame tubes and with Valite,
the first highly developed tubeset for mid-price bicycles.And Fuji continues
to innovate, introducing for 2002 exclusive X-Fusion aluminum metal matrix
tubing. With strength characteristics approaching those of Easton Scandium,
X-Fusion tubes remain much stronger after welding than other aluminum alloy
frame tubes.
X-Fusion bikes will be the lightest, nicest-riding aluminum
Fuji’s ever -- except for the limited-production Scandium Team Issue
model, sold as a frameset. And steel? In the '90s, when alternative frame
materials grew hot and steel-framed bikes cold, Fuji never gave up on steel.
When steel "came back," Fuji staff was way ahead of the curve.
Today's steel Fuji’s are lighter and ride better
than the fabled steel bikes of the past. This year, Fuji offers Reynolds
853 Tubing in the Roubaix Pro, and Fuji Custom Cro-Moly steel tubing in
several other road bike models. Can't decide between models? Only Fuji offers
dual-spec'ing: Two road bikes, the Finest and Roubaix, are made in both
aluminum and steel. Not fascinated by the lightest, fastest bicycles? Fuji's
staff pioneered the comfort/leisure" bike. Fuji never forgets that
cycling is supposed to be fun for everyone. If there's one compelling reason
to buy a Fuji, it's the staff, Fuji's product people. A bicycle is a relatively
simple machine, but it's not simple to the person who specs it, who makes
the hundreds of decisions that dictate how that bike will work.
Fuji product people watch trends and listen to Fuji dealers
and riders. They never lose sight of Fuji tradition, always focusing on
quality and value, but they remain flexible, they change with the times.
That's their job. Because of those people, as each new bike is packed for
shipping, the good Fuji qualities go into the box with it. Because of their
work, their dedication and diligence, all the good Fuji virtues will be
there. For sure.
Whichever Fuji you choose.