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Gonzalo García de Salazar, new manager at Orbea USA
2014-11-25
Gonzalo comes to Orbea with 25 years of experience in the industry
‘A new era is about to begin at Orbea USA’ is what Gonzalo García said to describe the future and plan for his managerial position. Orbea USA is now an American subsidiary of Orbea S. Coop. and, with new organizational structure, is embarking on a new project.
Gonzalo will now be in charge of one of the brand’s largest markets and he has a series of goals to achieve: to turn the Orbea USA subsidiary into an example of high efficiency, to implement the company’s model of success in the American market, to build relationships with the leading dealers in the country, and effective brand development work in all product categories. ‘The ultimate goal is for Orbea to become one of the most successful cycling companies in the American market.’
The new manager at Orbea USA thinks of himself as a team builder on the basis of strategy, efficiency and proximity; strategy for adequate brand positioning in terms of both business and marketing, efficiency to make tools available to dealers, and proximity to understand the market and local dealers with long experience in the industry.
Based in the brand-new Orbea facilities in Little Rock, Mr García de Salazar will also make valuable contributions to the company’s general strategy as a member of the Orbea S. Coop. Board of Directors.
Gonzalo García de Salazar has broad experience in the cycling industry. He managed Trek in Spain for 11 years (2002-2013), after being a business representative of the brand for one year. Gonzalo revolutionized Trek’s business in Spain, and secured the second place among best-selling brands in the country – only behind Orbea.
Before joining Trek, he owned and managed bike shop in Madrid, Bicimanía, for 12 years (1989-2002). Bicimanía was a pioneer in the introduction of mountain bikes in the 1990s.
Gonzalo also lead the creation of AMBE, the Spanish Association of Cycling Brands. He was one of the founding partners of the Association in 2010, and presided over it for two years. AMBE strives to achieve a series of interesting goals for the sector. It has turned beneficial projects into reality, such as the Spanish Unibike trade show.
