Fezzari Bicycles Rebrands to 'Ari’ & Announces New Lightweight All-Mountain eMTB

Mar 5, 2024 at 11:07
by Fezzari Bicycles  


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.

bigquotesAri 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.Chris Washburn, CEO/Founder


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.


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.

Author Info:
ari-bikes avatar

Member since Oct 13, 2017
17 articles

  • 217 11
 Fezzari are you really astroturfing a rebranding on the site with the most cantankerous comment section of the mountain biking internet? This is how you want to "relaunch", with a bunch of brand new shill accounts all with the same IP address, in your HQ? Not just lame, but sloppy too.
  • 17 6
 Just like Fezzari the only terrain Ari will excel on is AstroTurf? Did I read that correctly. Nothing like associating the word Astroturf with a mountain bike brand to kill it faster!
  • 6 3
 look man now that its called "ari" its revolutionizing the mtb industry and is at least 24.394% better and lighter.
  • 43 4
 And the PB comments section has a longer memory than an elephant, so this will be brought up every time they're featured on here in future. Epic marketing fail.
  • 36 2
 One Ari-Employee did not like your comment.

I suppose Ari needs to re-re-brand now, lmao.

My Granddad had a fitting saying: " They broke their finger in their own buttholes."
  • 3 0
 @notoutsideceo- I think there is a job for you
  • 5 34
flag rideRussRide (Mar 6, 2024 at 12:19) (Below Threshold)
 I feel like I have to say this. I don't work at Fezzari.

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.
  • 11 2
 @rideRussRide: PB literally talked about the same IP addresses, seems like you need to chill before telling others to chill.
  • 1 11
flag rideRussRide (Mar 6, 2024 at 12:55) (Below Threshold)
 @coppellstereo: I didn't see they did. Where did they say that? happy to be wrong.
  • 4 0
 @rideRussRide: Go look at the hidden comments. PB moderators are responding to comments by apparently Fezzari affiliated people astroturfing this article.
  • 143 2
 The astroturfing is pathetic, but as a linguisti-curious person, I'm most annoyed that they didn't say *what language* their name supposedly means "to exist or to be" in. Because among the thirty (30) languages listed on en.wiktionary.org/wiki/ari , not a single one of them has the definition "to exist or to be". It does, however, mean "genitals" in Tagalog, which is maybe a bit of a cock-up.
  • 37 1
 Found it! Japanese. According to google “It's a contraction of the verb あります (arimasu), which means to be or to exist.”
  • 9 1
 @ccbrap7: Nice work!
  • 6 2
 Arizona, Aristotle, Harry--proper names don't have meaning. But since they use all caps I'm going with acute respiratory infection.

@likeittacky: yes, they're about to be sued by ARI Network Services and ARI-Armaturen. JMO is jerking myself off--right?
  • 14 2
 @ccbrap7: defo prefer the cock and ball version lol
  • 34 1
 They should’ve just said “Ari sounds cool and people constantly were complaining about the name Fezzari” which is probably how the decision was actually made.
  • 2 1
 @rickybobby19: absolutely.
  • 11 1

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).
  • 6 3
 "Ari" meaning "to exist" or "to be" is a term used in the Basque language. Basque is a language spoken primarily in the Basque Country, which is located in parts of northern Spain and southwestern France

chatGPT is life
  • 1 1
 @ceecee: Hmm, Thats what you tell your boyfriend all the time to, JYO...right?
  • 143 21
 The Kia of MTB
  • 7 118
flag Thendeb (Mar 5, 2024 at 16:19) (Below Threshold)
  • 67 6
 @Thendeb: I’d buy a Toyota…
  • 3 20
flag Thendeb (Mar 5, 2024 at 16:27) (Below Threshold)
 @bskip: As would I
  • 40 8
 For the record, this isn’t a compliment haha
  • 3 30
flag Thendeb (Mar 5, 2024 at 16:33) (Below Threshold)
 @bskip: lol, I'd say it is. Well, at least the part about it being Toyota quality,
  • 3 2
 @bskip: I did buy a Toyota but the OP might have been referring to 3 letters not that they are super easy to steal like a KIA.
  • 3 3
 @bskip: wow I just now realized your reply to my comment went over my head lol
  • 12 1
 Shopping for a new family hauler. A nice Kia costs as much as a nice Toyota. When the hell did that happen?
  • 8 0
 @FatTonyNJ: Around the time they started selling the Telluride, probably. I buy used vehicles so I'm not up on things.
  • 19 9
 *shrug* I've got the La Sal and Shafer now, and they're comparable to anything I've had from Santa Cruz, Specialized, or Trek. Pretty happy with the fit, finish, value and customer service. I get what you're saying being that they're cheaper and direct, but their products are legit.
  • 5 2
 10 year 100 thousand mile warranty. Bumper-to-bumper.
  • 49 8
 Santa Cruz is the Toyota. Ubiquitous, frames lasts forever, good quality, holds resale value, costs a bit too much, not that exciting anymore.
  • 30 0
 I don‘t know KIA I only know KN.
  • 3 1
 @excel: Damn, hate to say it, but spot on assessment on both brands. lol
  • 1 0
  • 5 6
 Love my Telluride x-pro offroad. Loaded with features and technology. 10 year warranty.
  • 40 0
 @SlavikChris: Yeah I feel like the Telluride really elevated the KIA brand. I have a friend who loves theirs. Make sure to have a bike rack on it at all times so people can Telluride.
  • 5 1
 @suspended-flesh: Damnit.... comment kudos on 'Tell uride' sir. Slow clap...
  • 9 1
 "Brought to you by Kia. Kia, too bad it's a Kia"
  • 2 0
 Couldn't agree more. it's nice to get this bike on the cheap, but watch out for support. I have two ebikes that have both required shop work. One replaced Motor (epCool and the Levo that has needed some rewiring, reprogramming, and more. Besides a Ari bike that has no resale, you will go crazy if you run into issues. Kinda like Kia.
  • 2 3
 Lol not a bad thing, fezzari was a rubbish name Ari is far better. Names dont have to mean anything.
  • 106 3
 We deserve an apology... SARI should be the new name.
  • 6 0
 Should've shortened it to Fez, named after the hats of those guys that drive clown cars.
  • 103 14
 Astroturfing is amazing. Getting called out is even better. Mormon MLM style marketing with comment takeover. All we need now is a Stanley cup holder, some mormon curls and a momtalk tiktok dance.
  • 4 2
 According to the update, no astroturfing was committed by the brand, rather individuals (possibly employees or "super fans".
  • 3 3
 @Thendeb: Let’s give them the benefit of the doubt, but it does sound like a lame excuse.
  • 5 2
 @fjm35: Naa, I looked at their insta yesterday afternoon and every comment was 100% positive. No way they're not deleting comments.
  • 3 1
 @armcoal: they obviously use their fezzari army to pump the algorithm on instagram. They obviously made an attempt to inject positivity to pinkbikes comment section. they obviously have super fans and loyal types who support the brand. Very common in Utah with their marketing style. Is it bad? No. every brand does it. Some just have it happen more organically. Others organize it. And a brand can totally delete negative comments or block trolls.
  • 3 0
 @BermSkid72: For sure, I live in Utah, my next door neighbor is a superfan. Just overall not the best look for them since this is the 1st PB article covering them I can recall.
  • 3 2
 @armcoal: Every comment is not 100% positive. I just looked. Multiple comments saying that the name change is not a good thing, or that people just aren't impressed. Some of these negative comments are even getting quite a few likes, as well, yet Ari has kept them up.
  • 74 17
 Astroturfing in 2024. Lol. Mormons gonna 'mo.
  • 15 12
 Dude is that it? Are they magic chamois god squad? It’d make sense. They’re all a bit shiny in these videos, and their commitment to staying on (obviously incorrect) topic is remarkable. Dig dig digging themselves deeper…like a Dream Mine!
  • 25 8
 What does Mormonism have to do with it?
  • 24 30
flag owl-X FL (Mar 6, 2024 at 6:17) (Below Threshold)
 @wburnes: look around. It all tracks. I’m embarrassed I didn’t smell it immediately—I’m getting old and there are so many more new weirdo groups these days. I guess I forgot the OG wackadoodles! But yeah, it really couldn’t be any more Mormon—from the chintzy Fezzari name to the big box store aesthetic to the clear-skinned missionaries sneakily trumpeting these boring bikes’ performance…it’s daily operation for these folks. No wonder they couldn’t pull the OBVIOUS Steely Dan reference. They’re bumping Kidz Bop.
  • 23 3
 You're going to have to give them 10% of your upvotes
  • 5 4
 *Church of Jesus Christ of Latter Day Saints
  • 2 0
 Fezzari changed their name to Ari dum dum dum dum dum...
  • 3 3
 Pinkbike trolls gonna bigot.
  • 4 3
 @owl-X: Wow. Trolling religion into a mountain bike forum. Lame.
  • 3 5
 @hard-boiled-greg: ha! The Mormon church is a hate group.
  • 54 2
 “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.”

-Uhhhhhh ok.
  • 8 10
 Virtue signaling jargon and I wouldn't doubt if it was actually due to an infringement on name rights or similarities of something and to avoid a lawsuit this was their way out. A lawsuit would be devastating for a bike company right now in this turbulent market. i could be wrong but JMO, TBFrank.
  • 4 1
 @likeittacky: at least they're not "creating unique experiences" just a shoddier "creating exceptional experiences". Wonder if that'll raise some hackles.
  • 9 3
 Cause the word they made up the first time to try and sound Italian and sell road bikes still means the same thing when they remove half the word...

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...?
  • 2 0
 Let AI write your adverts but than find some real people to fix the comment section.
  • 65 16
 The bike seems well thought out, and I do acknowledge that the original name was always a point of contention/confusion...

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
  • 32 6
 Gotta trim the fezz sometimes. Also, in light of the editors note I assume all positive opinions posted here are from Ari shills… Shill!
  • 60 6
 @gmiller720: when they first were getting popular, they were giving bikes to the guys who ran local Facebook groups that were very popular, but they didn’t acknowledge that they were sponsoring them so guys who were riding their brand new Santa Cruz and Pivot bikes and posting about how much they liked them every day all of a sudden all had Fezzaris and were all like “oh yeah I just decided this bike was for me, it’s just so much better than what I was riding so I decided to upgrade”

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”.
  • 9 1
 @gmiller720: Sorry I'm a Zerode fanboy, my opinion is fully my own and made knowing I won't go back to derailleurs...
  • 6 3
 "It sounds like Ferrari" is literally the origin of the name haha
  • 2 1
 @shandtke: well said.
  • 10 5
 I think the name change was the right move, and it doesn’t mean they were struggling either. Rebrands happen often in the business world.

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.
  • 7 1
 @moabenchilada: The bigger bike companies like Ized, Iant, and Ek?
  • 9 7
 @moabenchilada: Nah, This is a lame rebrand to a lame name from an arguably lamer name. At least the new colorways are really good looking, but they need to make their bikes more interesting, as they are some of the most basic bitch bikes out there right now. Not that they aren't the good bikes, or good value, just boring.
  • 3 0
 @shandtke: FDR’s middle name means “of the anus?!”
  • 2 0
 @gmiller720: in Spanish yes. del means of the. So Del Taco, is of the taco, and if you get a "the del taco" you're getting a "the of the taco"
  • 2 0
 @Spencermon: Yeah, but Delano isn't del ano, that space makes all the difference.
  • 48 2
 Ah, astroturfing – typical Fezzari. I live in their area, and their presence in the local scene is overwhelming, with an abundance of 'ambassadors.' It's reached a point where they seem to promote and fabricate to the extent that anyone representing them is perceived as disingenuous.
  • 15 2
 I applied to be an ambassador. I was curious and always looking for discounts. The offer was 10% on 1 purchase. Would take multiple free bikes to get me to ride that brand. But the rules and regs for online brand presence were pretty on par with the comments section here. Lol. Currently on a revel, which i happily paid full price for.
  • 16 1
 Just what we need. More “ambassadors” telling people who they are without anyone asking.
  • 5 1
 Exactly how I’ve felt over the last 3-4 years
  • 6 0
 They’re now ‘bassadors.
  • 3 5
 I commented this somewhere else, but the new update explains how this alleged "astroturfing" was NOT committed by Ari, as brand, nor an attempt at a marketing ploy. Instead it was a few employees and individuals, who separately decided to comment what they commented.
  • 4 1
 @Thendeb: “this comment sent from the desk of the marketing strategy manager”
  • 2 1
 @shandtke: lol
for the record, I have zero connection to the brand, as side from the fact that I do own one of their bikes.
  • 43 1
 New name makes me think of Ari Gold from entourage. Since so many employee's of Ari's are bombing this comment section... I figured I'd take a moment to note that not having size specific chainstays is a head scratcher and a very 2018 move. Having 75mm of rear variation with no rear center adjustment means makes for a bike that's very different for small to large riders.
  • 7 10
 There is actually 2 cs length positions on the new Nebo Peak with 5.1mm of adjustment. You'll likely see this same adjustment on future bikes.
  • 3 0
 Came to say I accidentally downvoted. Dammit!
  • 7 3
 Check out the new models:

The Fleischer
The Shafir
  • 5 2
 I ride XL frames and appreciate that they don’t do size specific chainstays. I prefer shorter chainstays.
  • 3 1
 They need to make a "Hug it out" edition.
  • 1 0
 @LBMTB: but then, if you were short, the chainstay would be long. Thus, the bike would be playful to a tall rider and a stable plowbike to a shorter one. Makes marketing it kind of difficult. You should just look for a bike that is designed, from the ground up, to have shorter chainstays.
  • 3 0
 @Rubberelli: That’s fair, but in practice the size specific chainstays are typically longer than I want, and I’m selfish. In this case the CS on the smaller sizes are in line with what other companies doing for their size specific CS on the smaller frames so it kinda works out for smaller riders and me.
  • 47 2
 Should be called lamborzzini
  • 2 0
  • 44 2
 Given that they’re from Utah, I was thinking they’d go with FezLynne or ZarLeigh
  • 36 2
 Astroturfing sounds like one of those things you’d read on urban dictionary. Ari is what that drunk Hagrid called Mr. Potter.
  • 3 1
 Try looking up "tarmacing" in the urban dictionary
  • 38 3
 Hopefully they sell at REI for the sake of alliteration. ARI at REI.
  • 14 0
 REI is where bike brands go to die.
  • 14 0
 @KeithShred: I did see a few ghosts there
  • 1 0
 @KeithShred: oh, I meant strictly just when you say the names together, out loud, they almost sound the same. Don't see Ari being sold there since they're DTC. Although, never say never…
  • 52 20
 Marketing mumbo jumbo aside, Ari is waaaay better. They actually look more upscale with the new branding IMHO. Ibis, take note.
  • 73 0
 What's Ibis gonna do? Change it to "Bis?"
  • 93 0
 @danielfloyd: Nah, they should use "is", which is a conjugation of "to be".
  • 4 27
flag BermJunky (Mar 5, 2024 at 18:24) (Below Threshold)
 @danielfloyd: woosh.
  • 7 3
 Agreed. I never liked the name Fezzari. Note to mods: I’m in Utah but my garage is full of bikes from Big S. lol
  • 5 0
 @barp: this made me snort hahahahahaah
  • 1 1
 Yeah, it’s a really good branding move.
  • 4 1
 @barp: Comment Gold ... kudos! lol
  • 35 7
 The astroturf'd comments are incredible obvious. That BS right there will ensure that I never by from Fezzari or Ari.
  • 30 4
 The astroturfing if pretty gross! Good luck to them but now I definitely won’t buy a Fezzari
  • 29 8
 New name just as bad as the old one
  • 21 4
 I find it hilarious that most of the positive comments are just employees hahaha. I'm just happy that fezzari decided to finally "modernize", especially with their ebikes. I was surprised that their main big ebike was 3600 USD but then found it had a 504Wh and a E7000 lol. Maybe they will actually be a bigger competitor because as of now, in my very huge MTB community, I've seen maybe 5 or 6
  • 27 3
 PinkBike is notorious for being negative. It is what it is. No I don't work at Fezzari.
  • 14 0
 @rideRussRide: perhaps because PB is veteran site that covers an industry that really runs on marketing to inexperienced riders instead of actual engineering.
  • 3 21
flag rideRussRide (Mar 6, 2024 at 12:07) (Below Threshold)
 @Rubberelli: Maybe. It's almost comical to read some of the accusations here like "IP addresses" being used. No one would know that, true or not, but PinkBike, and if it's true, now PinkBike is pretending to be commenters too. Everyone needs to chill the hell out and go ride a bike already.
  • 17 0
 @rideRussRide: the only articles you've ever commented on are about Fezzari
  • 35 19
 I disliked the name Fezzari, as it sounded derivative. It reminded me of the Alfani suit I once bought at Macy's, to be confused with Armani. The name Ari is less derivative, but not compelling. There is no connection to biking, to the types of bikes being offered, or the nature of the bikes. That's not necessarily standard throughout the bike industry, but if you're going to rebrand, why not try to find a new name that expresses the brand going forward. I cannot picture a thing when I think of the name Ari, other than a kid from Hebrew school.
  • 17 22
flag BermJunky (Mar 5, 2024 at 16:25) (Below Threshold)
 WTAF are you talking about.
  • 17 15
 @BermJunky: it's pretty clear what I'm talking about. The rebranding to Ari is meaningless. Ari means nothing. It connotes nothings. They lopped off Fezz, and what was left is their new brand. How does that make sense?
  • 8 18
flag BermJunky (Mar 5, 2024 at 16:32) (Below Threshold)
 @DanKaplan: actually if you take the time to read, the article does define Ari and what it means.
  • 7 3
 @BermJunky: I read the article. Their explanation aside, what do you think of when you hear the word Ari? Bikes? Really?
  • 8 13
flag BermJunky (Mar 5, 2024 at 16:34) (Below Threshold)
 I do now, yes.
  • 13 2
 @DanKaplan: Totally agree. New name is kind of whack also. Maybe someone can tell these guys what a focus group is, and hopefully the third time's the charm.
  • 11 3
 Wonder if they got a letter from a Maranello based lawyer politely asking them about the name.
  • 12 2
 @BermJunky: But that's all a bunch of baloney. They started with a made-up word and gave it a made-up meaning and then cut the word in half and are now saying it still has a meaning...?

Don't get me wrong, the rebranding is MUCH better. But them trying to get all heartfelt about it is stupid...
  • 19 4
 Because Ibis, Yeti, Whyte, Ragley, Commencal, Specialized, Reeb, Starling, We Are One, Kona, YT, etc. would make you immediately think of bikes without previously knowing they’re bike brands?
  • 3 1
 I thought they partnered up with Ari Shaffir.
  • 8 1
 The Fezzari name was terrible, they had an opportunity to change it, and they changed it something slightly less terrible. I have no idea if the leadership of this company are "actual" mountain bikers or not, but Fezzari and Ari both sound like corpo-names generated by AI.
  • 2 10
flag bskip (Mar 6, 2024 at 6:29) (Below Threshold)
 @gtill9000: I was pedaling up snowbird a few years ago, one of their full time employees was pedaling up in dad jeans.
  • 12 0
 @bskip: I feel safer knowing that the fashion police are on patrol!
  • 2 5
 @frizzmatt: goobers gonna goob!
  • 1 2
 @rickybobby19: I think Reeb is just Beer backwards and people who ride bikes generally enjoy beer so that one actually makes sense. I guess MTB hasn't been around long enough to use last names like every other industry?
  • 3 0
 @tybaum-mtb: Totally, except for a few little-known OG MTB brands like Bontrager, Ritchey, Gary Fisher, Breezer, Cunningham, Turner, Ellsworth, Foes, Canfield, etc., etc.?
  • 8 0
 The original name got circumcised.
  • 3 1
 They signed Kyle and Rachel Strait. I take it all back. I love the new name.
  • 17 1
 Were some of the astroturfing comments removed? I only saw a couple. I mean shitty none the less but I thought it was gonna be worse after reading the red notice.

Don’t know why they are pulling that one though. They make good stuff for the money, just let it talk for itself.
  • 4 0
 There are plenty Below Threshold to behold.
  • 3 0
 @suspended-flesh: yeah I forgot to I had to click into that entire section of comments. Made a lot more sense once I did ha.
  • 12 0
 Yep, that's where the fun's at, usually. Mike Levy
  • 15 0
 I would slap a FEZZ sticker right before ARI for old times sake. Or maybe AT so it says atari!
  • 16 3
 FFS! Just admit that "Fezzari" sounded cheap, cheesy and ridiculous and it was impacting sales and keeping your brand from being taken seriously.
  • 17 3
 This is the biggest rebrand disaster in PB history
  • 15 1
 "I got a Glock in my Ari"
  • 5 0
 17 tooth to my 38
  • 12 0
 Well, they certainly snapped up every Youtuber that lost their bike sponsor last year!
  • 16 5
 Nice to see a frameset option. Not something you see often in ebikes unfortunately.
  • 4 39
flag cyclebiker0-0 (Mar 5, 2024 at 16:09) (Below Threshold)
 @vitaflo: I agree! It is unique to see in the E-MTB space, but gives you lots of options to build the bike how you want.
  • 6 0
 @cyclebiker0-0: it's not unique, though it is uncommon
  • 1 0
  • 10 0
 Yes, but why in GAWD's name would anyone buy a frameset without shock for 5 grand when you can get a whole bike for 6 grand. Shock is 500 bucks plus or minus.

So basically they are saying EVERYTHING else on the bike is only worth 500 bucks? How the heck does that make any sense...
  • 2 0
 @stiingya: Oh wow I didn't even notice it didn't come with a shock. Good catch.
  • 1 0
 @vitaflo: the website lists a super deluxe ultimate with the frameset. Weird that the image doesn't show it.
  • 11 0
 Should have kept the Fez part instead and put Tommy Cooper on the head tube.
  • 1 0
 Someone had to do this or similar.
  • 12 2
 I'm not part of this astroturf campain but I'd like to start my own. Call it Fezzari astroturf since that name is up for grabs apparently. I sell fake grass obviously.
  • 10 0
 Is Disastroturf still available?
  • 15 3
 Looks like we can laugh at something besides their name. Good job, Fezz.
  • 9 1
 Cynical take: The obvious 'turfing was a marketing ploy which bumped engagement on this post much more than it if it were a standard product announcement. Bad publicity is still publicity when your goal is to get eyes on your new brand identity.
  • 8 0
 *puts on tinfoil hat*
  • 7 0
 They should have followed the example provided by Maverik's rebranding of Kum & Go and just admitted it's an atrocious name, and it's time to do better.

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.
  • 3 0
  • 3 0
 @ct77: "Lame - bro - zzini"
  • 15 4
 Ahhh reee serious?
  • 2 20
flag cyclebiker0-0 (Mar 5, 2024 at 16:12) (Below Threshold)
 @qgidley: You're bugged about the pronunciation?
  • 12 0
 @cyclebiker0-0: I think he's implying that the new name isn't very good either.
  • 9 3
 I own 2 Fezzari bikes. I hate the name and dang near everybody that comments always calls it a Ferrazi. My wife still does.

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."
  • 10 4
 From utah, but not employed or affiliated: this new e-mtb is the best looking bike to come out of fezz. Looks and sounds well thought out. Spec’d well. Priced well. It’s a shame the turfing news ruined the credibility of any positive comments
  • 6 2
 Bummer for sure to see astroturfing. But on a positive note, I've now added a new term to my vocabulary haha (I am from Utah and I do ride a fezzari but I am not employed by them)
  • 4 7
 @Taylorholtby110: Check the new update! The astroturfing wasn't committed by Ari, as a brand, rather, individual decision. I agree, it does suck, but it's nice knowing that, according to the update, it wasn't Ari's doing.

*I do ride A fezzari, but not FOR fezzari, nor am I an employee*
  • 3 1
 @Thendeb: Don't want to ruin it for you but Santa does not exist! There you go!
  • 10 4
 I don't care what name they use; though I prefer Fezzari over ARI. Seems extremely petty to reject an awesome bike over branding. I bought my La Sal Peak in 2022 because of real world reviews of the performance, the galaxy purple paint and the fact I couldn't find a similar spec'd bike for less than an additional $2k. I wrench my own so dealer support doesn't mean much to me beyond honoring your
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.
  • 49 43
 Wow! Love this rebrand. An awesome bike brand, they’ve been solid for a long time - maybe the branding got in the way of how capable these bikes are. Excited to see this new chapter!
  • 196 3
 *I don’t work for Ari, just trying to waste Brian’s time digging for my IP*
  • 84 0
 @blissindex: amazing.
  • 9 0
 Damn, nvm just found the below threshold comments.. that’s no bueno
  • 13 4
 Fezzari name was terrible to begin with. Ari isn’t an improvement.
  • 8 0
 Astroturfing, wow, first time I am expending my vocabulary at Pinkbike, thank you guys! lol
  • 9 0
 I wonder how many Fezzari employees are using a VPN now?
  • 8 0
 Wonder what the Utah brigade will think of this
  • 10 16
flag sb666 FL (Mar 5, 2024 at 16:38) (Below Threshold)
 I live in Utah. I like this.
  • 36 3
 I also live in Utah. I hate this.
  • 13 0
 I also live in Utah. I am ambivalent about this.
  • 16 0
 I am Utah. I am this.
  • 19 0
 I was Utah. I rebranded to Ah.
  • 4 0
 I’m in Utah. I’m hopping on the Revel bandwagon now.
  • 3 0
 @shandtke: I live in Utah and am indifferent. I wish I'd seen this in real time and not hours afterward though. I can't wait for the next press release from a bike brand...
  • 11 2
 When Ari met Silly!
  • 9 2
 If we don't get a new cargo bike named the Ari Potter, then this whole exercise was pointless !?
  • 3 0
 Try "Ari Porter"
  • 9 4
 God dangit... just brought one of thier fatbikes cause instock and good reviews/geo and now I'm stuck with that stupid Fezz name on the downtube...
  • 10 0
 Ain't nothing some duct tape won't fix.
  • 9 4
 5k for a run of the mill looking frame, or 6k for the cheapest complete.. And these are customer direct prices... I would NOT call this saving riders money!!
  • 4 0
 Someone in the comments of a Fezzari article a year or two ago suggested they change their name to Fezz or Fezzy. I liked that idea and was hoping they'd go that direction. lol It seems more unique.
  • 3 0
 First time I saw a Ferrarzi, I immediately thought it was a chinese carbon knock off frame. Seemed to follow the Amazon branding those design rip off companies follow. New branding still falls flat but maybe just needs time to build meaning. At least it isn't an instant negative though more of a meh.
  • 5 0
Look at that Ferrari. I haven't seen a bike like that since Yeti.

Ferrari is a car, you idiot.

I said Fezzari.
  • 5 0
 In Japanese, あり (Ari) "...means ‘to exist or to be.”"

In Japanese, なし (Nashi) means the opposite, for example:
"This astroturfing was なし a good idea."
  • 4 0
 I love how astroturfing campaigns in the Pinkbike comments don't really work, because pink bike commenters are way too negative for brands to be able to make positive undercover comments in a large quantity
  • 13 7
 I like the change. New ebike is also definitely their best looking bike
  • 6 3
 Never hated the old name as much as some here did, but the new one is an upgrade. Kind of generic now though, which is something fezzari might struggle with as a new ish d2c brand.
  • 8 3
 Would have bought the Nebo Peak e-bike over the Heckler SL if it was out. Le sigh…
  • 10 5
 Now I have to sell my Delano Peak out of principle. Disappointing tactics all around.
  • 3 1
 I ride a Delano peak. Love it. Nothing ground breaking, but I bought it because it's a great value and they have an excellent warranty. The rebrand is nice, I get clowned on a lot for the fezzari name, but at the end of the day, the bike rips
  • 4 1
 I feel like I just watched a Shareholders meeting, not a simple rebranding. I hope they didn’t actually pay someone for this marketing fiasco.
I- inundate with marketing double speak
  • 3 1
 Wow, they found a way to make themselves look worse. Lose what little brand recognition they were gaining, look horrible astoturfing, and the branding looks awful. Im sure the bikes are good. Def a good value. Maybe they will have a good liquidation sale in the next few years.
  • 2 0
 Wow, what a gigantic pile of empty, meaningless, corporate-jargon bs.

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.
  • 6 0
 Cool story bro
  • 6 3
 There's an Ari Army of Astroturfers here? I thought Astroturf was synthetic grass. Does it include rugburns when coming in to hot? Watch the knees!
  • 6 1
 Now if only Ellsworth would follow Ari path and drop the Ells.
  • 7 2
 The new logo is Jabba the Hut’s face
  • 4 0
 So, they want to simply just exist or be? Sounds like a lot of (but not limited to) the industry currently.
  • 6 0
 TIL “Astroturfing”
  • 3 0
 I listened to CEO video, but I could not understand what he meant..

Fezzari? Ferrari? ARI? shit gets weirder with each iteration
  • 4 0
 They must have cut letters from the brand name to save on paint cost. Genius.
  • 3 1
 Boys, you ALL have this WRONG.

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.
  • 1 0
 I think if fezzARI wanted to do this, they should have waited till 4/1 and put out a press release that they're rebranding to NAS(Not a Session), get people talking, and then release the real rebrand a couple weeks later. All kidding aside, always hated the Fezzari name, but respected them for who they are. Hope this works for them.
  • 9 6
 Who the hell designed that logo and branding?! Seriously average work guys for an above average bike brand!
  • 7 6
 I almost got the Signal Peak and was curious about getting one of their bikes in the future because they are known for really good customer service now I wonder if thats just a bunch of fluff.
  • 7 5
 theyre the real deal. When I was buying my delano, they were super helpful helping me pick a size and options out.
  • 6 5
 I got a 22' La Sal Peak. I think its a really nice bike and I thought the old name was kinda cool. This new one seems kind of generic and it also reminds me of REI. At least the new colors are cool I guess.
  • 1 0
 I thought the same, that people will start referring to the brand as three letters, A.R.I. On the plus side, if you drop the vowels you will have a proper race team name with just "R" remaining...
  • 3 0
 If my memory still works
The founders son came up with the name ??
Pinkbike interview or review
  • 1 0
 We don't talk about that....
  • 3 3
 It's pretty funny that the astroturfing Ari employees have mostly been defending the name change (and the original name too!), rather than defending the quality of the company's bikes. As I recall (but I could be wrong), Fezzari began by making extremely cheap bikes (sub $1k) and then moved into the higher end market. But I have no idea if they were/are a direct sale or bike shop brand.
  • 3 3
 It's a fine name. I don't care why they changed it or what they're pretending it means, but it was the right call. I wouldn't buy a Fezzari. I would buy an Ari, or at least wouldn't be any less likely to buy one than a Canyon or other direct-sale brands.
  • 4 0
 Ari. Post by Fezzari Bicycles. Off to a great start
  • 5 0
 i prefer fezz Wink
  • 4 0
 My new brand Fezz is launching today.
  • 7 7
 I don't work for them. I own a few of their bikes and they've been good bikes. The probably mishandled this but to see so many people up in arms over a name change is silly to me. Fezarri thinking they needed to change the name is also silly to me. Ride bikes, have fun, F what they think.
  • 6 5
 I have a La Sal, bought it on sale a year ago. Replaced a Jeffsy and a Capra. Pedals up well like the Jeffsy, descends well like the Capra. Brand name I'm indifferent to, I ride the bike not the brand.
  • 9 6
 I haven't visited PB or the PB comment section in a long time because it's a cesspool. Nice to see nothing's changed.
  • 8 5
 Don't let the door hit you where the Lord split you!
  • 4 0
 As the Dan said: Ain't never gonna do it without the fez on.
  • 6 2
 I don't know how long they will "exist or to be" after this
  • 4 0
 Yes I’m sure bikes and brands live and die in the PB comments
  • 3 1
 I remember at one point some of their amassadors created a site for like mtb coaching and they used their positive comments on the website So cheesy
  • 2 0
 How was the original name "Fezzari" decided upon in the first place? No one was like --- "Fezzari sounds like a knockoff Ferrari"
  • 2 2
 Only here because I saw the memes on IG. Even when I first started riding MTBs and looked at different brands, I never once considered Fezzari because it sounded incredibly cheap and try hard. Ari is doubling down on that cheapness and try hard with the 'new' name.
  • 5 5
 I bought a Delano Peak their first year. Fezzari or Ari are a brand committed to making good bikes, selling them at decent value. They stand behind their product, but don't be fooled by the "custom" bike build, kind of gimmicky if you ask me. Full disclosure, I am from Utah and a member of the Church of Jesus Christ. Not employed or affiliated with Ari, just like my bike and I'm considering buying the Shafer gravel bike.
  • 1 0
 Do I get a discount at Black Rifle Coffee if I buy a Fezzari?

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.
  • 9 7
 Good move on the name change - it was always a weird one. Hope it works for them like it seems to be for BMC/Spot.
  • 7 0
  • 17 27
flag noodlewitnosteeze FL (Mar 5, 2024 at 23:48) (Below Threshold)
 Ari Employee here -

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.
  • 4 10
flag noodlewitnosteeze FL (Mar 5, 2024 at 23:51) (Below Threshold)
 My bad on above comment - was on mobile and was supposed to be a regular comment not a reply lol.
  • 4 1
 @mtbthe603: whatever. lol. Guess it didn’t go as well as I thought.
  • 4 5
 I'd say a step in the right direction for them. There was nothing compelling to me about their bikes in the past, and the name was probably part of that. Next, rename your bikes, because most of the names are pretty granola lol.
  • 2 0
 I wish I worked for ARI because it would probably be more fun that what I do do. ARI, do you post to South Africa?
  • 4 2
 ARI is Aberdeen Royal Infirmary where I live. This is so sexy it nearly put me there
  • 8 5
 Tell me you lost a lawsuit with out telling me you lost a lawsuit
  • 7 4
 A Real Indifference
  • 9 9
 But You Commented
  • 4 2
 It isn't April Fools just quite yet...
  • 4 2
 Fezzari Ferrari. Ari Rari.
  • 3 1
 I rented a fezzari once. Looked like and felt like a dirt bike. Not for me
  • 4 2
 I mean, I guess they got everyone talking with their fake-gassing
  • 2 3
 That's a bingo.
  • 2 0
 So they’re gonna do it without the Fezz on…
  • 1 0
 For one moment I thought Steve Kerr is the Co-founder of Fezzari....Ari...Ar.....A....
  • 4 2
  • 2 5
 Not mad at the name change, sometimes a company needs a bit of change to keep business moving forward. But WHO in hell chose the new color schemes? They really good before, I love the purple La Sal. But I would buy one now simply because of the colors. YUCK!
  • 6 1
 probably the same people that thought astroturfing was a good idea.
  • 14 14
 I have multiple Fezzari bikes. Never cared about the name. I got them for the price and features.
  • 8 0
 You're being a total pragmatist dude.
  • 2 0
 Still only 630w
  • 2 1
 Ari-up! (who'd remembers her...?)
  • 1 0
 I can only think of this Ari - youtube.com/watch?v=Pc5Sj7UHv2Q
  • 3 5
 Their frames have always looked like dogshit to me and the name didn't help. With the rebrand the frames still look like dogshit to me and the name plus the circa-1998 internet marketing doesn't help.
  • 4 7
 FB to Meta. Twitter to X. These werent failing brands so why say brands change names if theyre failing? Most goofed on the name Fezarri cuz it sounded like Ferarri. Fezarri had a record year last year in bike sales $ and units. Theyve sold all the Fezarri named ebikes, unlike many other big box brand names that are still selling 2023 colorways because they arent able to sell them quickly!!
  • 10 1
 If you think the FB and Twitter aren't failing, then you aren't paying attention.
  • 1 1
 @barp: post-name/ownership change failing yes
  • 1 1
 They have "review comments" on their website. Makes you wonder how many are false. Tisk tisk.
  • 1 0
 Watch out for an INTENSE and ARI merge.
  • 11 11
 Super shallow but the new name really makes the bikes more attractive.
  • 1 0
 Hoff approves.
  • 4 4
 Born Fezzari pretend be Ferrari, Drop the Fezz and became Uslés
  • 1 2
 New game. Guess the bike brand cialized Sition Bidden Ek Vot Draker T Aw Ari
  • 3 3
 If I ride an Ari does that make me an Aryan?
  • 35 36
 E-bikes are ruining our sport.
  • 24 14
 No it's not. Nobody is keeping you from enjoying it but yourself. You need to take your ego out of it. Also ebikes sales might be what's keeping alot of shops and manufacturers afloat.
  • 15 4
 @psullivan65: it is an interesting discussion. I totally get the appeal and all the benefits, but I, and a lot of others on PB, am not interested in an e-bike. There’s probably a list of 3 or 4 bikes I would buy before considering an e-bike. Deviate just crowdfunded with their first goal listed as developing an e-bike line up. This press release was a name change and a huge ad for their new e-mtb line.
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?
  • 18 9
 Idk man I’ve been riding mtb since the mid-90s and I’m hyped as f*ck to have an Orbea Wild in the stable. I still ride my regular bikes, but that one is more smiles per hour than the other ones.
  • 4 3
 @gmiller720: I do think there are different subsets of emtb riders just like mtbs. Those of us that have multiple bikes for different rides. I have a DH bike and big Enduro bike. As well as the emtb. Also looking to pickup a lightweight xc or gravel bike. Pedaling the 36#Enduro bike after the emtb feels so slow.
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.
  • 7 7
 No, it's only making it better. Especially how many trailbuilders are using them as a tool to build more efficiently. We use them to get to the work zone faster, and you can test things way better and make decisions faster, leading to better trails.
  • 5 16
flag likeittacky (Mar 5, 2024 at 20:07) (Below Threshold)
 Everyone seems to be getting an erection over these bikes and climax to the propagation from whoring them out. Thus, from the proliferation will eventually lead to strict rules and fees for all, just to enjoy the orgasm between our thighs, that was perfect without batteries to begin with. Pimp 2 cents
  • 7 0
 @likeittacky: frustrated much?
  • 9 4
 They are so bad, I go trail building with mine all the time now. Means I have longer to dig and can be more tired after digging, sux so bad for the local scene. Most trails are being built and maintained by folk on ebikes where I live now.
  • 5 1
 Bit like when people said McDonalds was ruining the restaurant scene.
  • 4 1
 @psullivan65: this is kind of what I find strange… you have a DH, enduro, e-mtb, and would like an xc or gravel. Other commenter said has an Orbea Wild but still rides his other bikes, plural.
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.
  • 3 0
 @gmiller720: i think a lot of those customers are not on PB. I know 2 different couples where each one of there ebikes cost more than my 3. They will be only ridden on dirt roads and the bike path.
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 $.
  • 6 2
 @gmiller720: I saw backcountry ski shops go through this twenty years ago when new styles of bindings were introduced. New binding standards also meant new boot styles. Pretty soon inventory was huge, and sales were needed to move more inventory. I year of being stuck with inventory can kill a shop. Too many options are not always great for business. Plus e-bikes are wankers!!
  • 4 5
 @gmiller720: I have two e-bikes and two regular bikes. Race big mile/vert endurance races on analogs and won xc circuit points title on analog. My favorite bike is my sl ebike. Now you know someone who really bikes with multiple e-bikes! I’m buying e-bikes for the entire family because it’s awesome it’s fun and it’s what they like to do!
  • 8 3
 You're a complete idiot. I have arthritis in my knees and had double knee surgery and an emtb is the only reason I can even ride. I did 480 miles on mine in 3 months as a father of 4 and lost 25lbs, much closer to a healthy me. My emtb is literally my best purchase ever.
  • 1 0
 @psullivan65: I’ve heard similar sentiments from Ford, they cut their entire lineup of cars (except Mustang of course) because the profit margin is so much higher on trucks and SUVs.
This has been an interesting chat though, thanks for your input.
  • 3 0
 @MelvieD: oh that’s really interesting, never occurred to me that having to stock more variety could be an issue. Seems like with bike shops they’re largely limited by space though, right? Let’s say you can stock 200 bikes a year between display space and boxed bikes in the back, having more categories may not increase your stock, but make it more varied. Which probably has all sorts of impacts on owners and customers.
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.
  • 1 1
 Don’t be a primadonna. It’s not your sport. It’s a sport that belongs to everyone including those that want to go about it a different way. Embrace the opportunities e-bikes open up to some people. You sound like the fly fisherman who bashes on anyone who doesn’t fish the same way he does.
  • 7 9
 Rebranding is indicative of failure. You do not rebrand when things are going well. S-ari?
  • 13 4
 safe to say that failure is imminent now..Pinkbike never forgets.
  • 3 3
 @rallyimprezive: looking forward to tomorrows re-brand. Ri. Pronounced, reeeeeeeeee!
  • 12 0
 Datsun to Nissan? Not a failure as I see it. Generalizations are dangerous.
  • 1 1
 @mfiles: I for one lament that name change. I agree with their first rebrand, but Dropping Datsun for Nissan was a fail. Every Riverside county hyna in an Altima with the check engine light on and 3 different brands of bald tires would agree.

"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".
  • 2 1
 @mfiles: you're proving and missing my point. I did not say changing the name would not help. I'm saying they saw a weakness in the old name, hence the change. Whatever happens afterwards is outside the scope of my comment.
  • 2 4
 went from Italian geniuses to boring AI...
  • 7 10
 I had such a laugh with these dummies praising their vanilla mopeds that I forgot what was the article about
  • 13 16
 difficult I'm sure, but needed change.
  • 13 3
 You deleted a vast number of previous comments. You turf'in bro?
  • 4 1
 @rallyimprezive: not comments. those were ridelogs and I'm not even sure why that happened. You preffered the fezzari name??
  • 3 0
 @clip78: I think Fezzari was cheesy, an Ari is just ok. The company behind the name has the power to influence what the name means. Time will tell. Unfortunately they are off to a poor start.
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