Though weighing slightly less, the mid-priced Schwinn Superior or Sports Tourer was almost indistinguishable from Schwinn’s other heavy, mass-produced models, such as the Varsity and Continental. While competitive in the 1960s, by 1972 these bicycles were much heavier and less responsive in comparison to the new sport and racing bicycles arriving from England, France, Italy, and increasingly, Japan. The company also joined with other United States bicycle manufacturers in a campaign to raise import tariffs across the board on all imported bicycles.
“well over half of the bicycles sold by Schwinn have been sold direct to the retail dealer by means of Schwinn Plan sales and consignment and agency sales.” The United States did not appeal from the District Court’s rejection of its price-fixing charge. The appellees did not appeal from the findings and order invalidating restraints on resale by distributors who purchase products from Schwinn.
What happens to a worker who has mastered the art of welding a bike frame, but whose command of advanced physics is shaky? “I know I have the right to life, liberty and the pursuit of happiness,” he said, smiling wryly. “I didn’t realize I had the right to the lowest possible price.” Imports held only a sliver of the market when Schwinn dominated the industry. It was founded in Chicago in the 1890s but rose to prominence through Depression-era innovation that redefined the bicycle as both durable and stylish. Its marketing genius was to cultivate a network of small dealerships run by people who knew bikes, and who were eager to promote the brand.
By 1905, bicycle annual sales had fallen to only 25% of that reached in 1900. Many smaller companies were absorbed by larger firms or went bankrupt; in Chicago, only twelve bicycle makers remained in business. Competition became intense, both for parts suppliers and for contracts from huffy mountain bike the major department stores, which retailed the majority of bicycles produced in those days. Realizing he needed to grow the company, Ignaz Schwinn purchased several smaller bicycle firms, building a modern factory on Chicago’s west side to mass-produce bicycles at lower cost.
A vintage red bike rests on its kickstand with blue sky and grass behind it. Don’t miss out on our newsletter, featuring all the latest stories and products we love. Sign up for our newsletter huffy mountain bike featuring all the latest stories and products we love. Although the selection of merchandise is constantly changing, Craigslist can be a great place to score a deal on a vintage Schwinn.
“the decree should similarly enjoin the making of any sales to retailers upon any condition, agreement or understanding limiting the retailer’s freedom as to where and to whom it will resell the products.” Schwinn bicycle names such as “Super Sport” and “Superior” have been re-used for different models over the years, in part to hold on to copyrighted names by periodically re-using them. This may explain why the Sports Tourer was renamed the Superior in 1976.
But in terms of U.S. employment, “it’s really a shadow of what it used to be.” From California, the bikes fan out to mass merchants such as Wal-Mart. Once there, cashiers making less than $10 an hour ring up the latest Sting Ray at prices much cheaper than the original. Pacific sells more than a quarter of all bikes purchased in the United States, with just about 350 U.S. employees. The Schwinn Bicycle Co. went bankrupt in 1993 and sold off the brand. But at its peak two decades earlier, the Schwinn family oversaw a labor force of 2,000, the majority of whom never made it past high school.
He finalized a purchase of Excelsior Company in 1912, and in 1917 added the Henderson Company to form Excelsior-Henderson. In an atmosphere of general decline elsewhere in the industry, Schwinn’s new motorcycle division thrived, and by 1928 was in third place behind Indian and Harley-Davidson. Interestingly, Schwinn’s 1970’s catalogs didn’t really differentiate the fillet-brazed CrMo models either.