Whether we like it or not, branding matters a lot and for some consumers, it’s the entire reason they buy a product. There’s a good chance you’ve heard of the bike brand Fezzari, especially if you’re a regular Singletracks reader. We’ve reviewed a lot of their bikes over the years and have mostly walked away impressed by their quality and value.
If you’re a follower of any mountain bike forums, comment sections, or sub-Reddits, (or a commenter), you might also know the Fezzari name has been a sticking point for many buyers.
“Cool bike, but can’t get over the name,” or something to that effect. I’ve had the experience in person myself, even from other industry folks.
“Sweet Ferrari!” In my opinion it’s too easy of a joke to be funny, but bike snobs will be bike snobs.
And now it’s clear that the name been a sore spot even for the brand itself. Today the direct-to-consumer brand based in Utah with no ties whatsoever to Italy will be known simply as Ari, pronounced just like the last two syllables of Fezzari.
In a meeting we had with the brand last week, they said the original name was a take on the Japanese word “ari,” meaning “to exist or be.”
“Ari 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,” said Chris Washburn, CEO and founder of Ari Bicycles in a press release. “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.”
The new Nebo Peak
Now for the fun stuff. With the name change, Ari has a smaller sibling to its bigger Timp Peak; a lightweight e-MTB with a full carbon frame, 140mm of rear travel and a 150mm fork.
The new Nebo Peak holds a lightweight Fazua motor and a 430Wh battery with USB-C compatibility for phone, light, or GPS computer charging. Ari plans to sell a range extender for the bike later this summer.
As far as the look and stance of the new Ari, you’ll likely recognize the angular lines and soft edges from the Fezzari line. This e-MTB will have a 65° head tube angle and a 77.5° seat tube angle.
The Nebo Peak has a GA-Link flip-chip for adjustable geometry just like the old bikes and the bike has the lowest full-suspension standover height in the brand’s lineup. The GA-Link, fixed in the chainstay pivot, will adjust the headtube angle, the chainstay length and the wheelbase and allows riders to run it as a mixed-wheel bike.
There are three build levels for the bike:
- The Nebo Peak Comp includes DVO suspension, a Shimano SLX drivetrain, TRP Slate Evo brakes and DT Swiss M1900 wheels for $5,999.
- The Nebo Peak Elite comes with RockShox suspension, a SRAM GX Transmission drivetrain, TRP Trail EVO brakes and DT Swiss M1900 wheels for $6,999.
- The Nebo Peak Pro will have RockShox Ultimate suspension, a SRAM XO Transmission drivetrain and Maven Silver brakes, with DT Swiss XM1700 wheels for $7,999.
For more details, check out aribikes.com.
