---
title: "Ferrous Bikes, entrée aux États-Unis | Pallas Reid"
description: "Stratégie d'entrée aux États-Unis pour Ferrous Bikes par Pallas Reid : le brief, les résultats de l'étude, trois options, la recommandation et une décision."
canonical: "https://pr-110.preview.formlio.com/fr/documents/kelowna-strategie-entree-sur-le-marche"
locale: "fr"
type: "document"
lastModified: "2026-11-08"
alternates:
  en: "https://pr-110.preview.formlio.com/documents/kelowna-market-entry-strategy.md"
---

# Ferrous Bikes, entrée aux États-Unis | Pallas Reid

## Strategy

### How Ferrous enters the United States

*Raw steel bike frame in raking studio light*

*Empty switchback trail on a pine ridge at dusk*

*Close view of a rust-orange crank and chainring*

*Thin trail crossing a red rock plateau at first light*

*Pallas Reid*

## The brief

### Sell in the United States without becoming a discount brand

*The brief, back in your words*

You asked us where Ferrous should stand when it reaches American dealers and riders in March 2028, and what that position must not cost you at home.

Canada is 91 percent of Ferrous revenue, and the home market has flattened at about 4,100 bikes a year. The American market is larger, but the two brands that entered it last did so on price and have not recovered their margin.

We surveyed 1,240 US e-MTB owners, interviewed 18 dealers across Colorado, Utah and Oregon, and read two years of your warranty claims. If we have the brief wrong, tell us before you read the rest.

## The finding

American riders already believe their bikes are fast. What they do not believe is that the bike will still run in year six.

## Three routes

### Route A: fastest down the mountain

*Dust hanging in low sun above a steep trail*

### Route B: the trail builders' bike

*Hand tools resting on a freshly cut forest trail*

### Route C: one bike, ten years (recommended)

*Bike frame and components laid out in a precise grid*

## How route C answers the brief

We recommend route C. It holds price, gives dealers a reason to stock Ferrous, and rests on evidence you already have.

### It protects your margin

*Precise weld on a brushed steel frame*

### It gives dealers a reason

*Spare parts arranged on a steel workshop shelf*

### It is already true

*Used but sound steel bike frame in raking light*

## The numbers

### The numbers it moves

Survey of 1,240 US e-MTB owners, June 2027. Revenue figures are route C planning targets, assuming 22 dealers by April 2028, and we'd revise them after the pilot.

### What owners rank first when replacing a bike

| Label | Value |
| --- | --- |
| Parts supply | 34 |
| Ride feel | 27 |
| Price | 19 |
| Range | 13 |
| Brand | 7 |

### US revenue target by quarter, 2028

| Label | Value |
| --- | --- |
| Q1 | 410 |
| Q2 | 1180 |
| Q3 | 1640 |
| Q4 | 1320 |

## After you choose

### What happens after you choose

The sequence holds for any route. If you choose A or B, the dates stay and the content of each step changes.

### 1. Engineering confirms the warranty

By Friday 24 September, your head of engineering signs off the ten-year term and the CA$38 reserve. Without that, route C doesn't go ahead.

### 2. Messaging framework, 4 October

Positioning, proof points and claims language, reviewed by your US counsel before any creative work begins.

### 3. Channel and media plan, 1 November

Budget split across search, creators and dealer co-op, with CAC and MER targets. Media budget stays separate from our fee.

### 4. Colorado and Utah pilot, 10 January

Eight dealers and an incrementality test in two states, eight weeks ahead of the March 2028 launch.

## Approve the direction

### Your decision by Monday 20 September

If you decide by then, the March 2028 launch holds. A later choice moves the pilot and the launch by the same number of days. If you prefer route A or B, tell Anneke and we'll reissue this page.

### Prepared by

**Anneke Pallas**
Partner, Pallas Reid

Bernard Avenue, Kelowna BC
anneke@pallasreid.ca

### For approval by

**Sunita Dhaliwal**
VP Marketing, Ferrous Bikes

We've held Thursday 16 September for a call with you and Marcel Gagnon, your head of engineering, if you want to go through it.

### Approve route C

By confirming, you approve route C, one bike, ten years, as the direction for the US entry, subject to engineering sign-off by 24 September 2027. The signed fee of CA$86,400 does not change, and we start the messaging framework on 4 October.