In 2016, Detroit Bikes was a relatively new company seeking to become the largest bicycle manufacturer in North America. The U.S. bicycle market was dominated by imports from China and Taiwan, and Detroit Bikes saw an opportunity to compete by producing bicycles in the United States. The numerous business opportunities arising from Detroit’s economic downfall and recent resurgence provided an ideal location for the new bicycle company. The founder was growing Detroit Bikes aggressively, taking advantage of the company’s marketable “Made in USA” branding. His ambition was to build on this success, eventually producing 50,000 bicycles per year.
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