Hebo

Trial Magazine - - TRIAL MAGAZINE - AR­TI­CLE: STEVEN CRANE

The brand name Hebo grew from the Re­moto brand, which was a com­pany that was built by the two men who cre­ated the Gas Gas Com­pany, Nar­cis Casas and Joseph Piber­nat. That was around twenty-five years ago and from the very start the Hebo brand grew very quickly, due to the fact that the own­ers knew ex­actly what was re­quired by rid­ers with re­gard to ma­te­ri­als and de­sign. The as­so­ci­a­tion with the rapidly emerg­ing Gas Gas Mo­tos brand was also an in­flu­ence. Wind the clock for­ward and for 2015 we have a ‘New’ Hebo brand.

Hebo con­tin­ued to grow and be­came a strong brand name, but around ten years ago it could not es­cape the start of the global eco­nomic re­ces­sion that was af­fect­ing many kinds of mar­kets, not only mo­tor­cy­cles and its ac­ces­sories. Due to this sit­u­a­tion the com­pany was sold to a new in­vestor in 2007, an en­tre­pre­neur who made some good de­ci­sions and some oth­ers not that good, as the com­pany de­cided to dip their feet in the wa­ter and test the lu­cra­tive road-bike mar­ket. The prob­lem though was that here there were al­ready huge com­pa­nies with big economies such as Dainese, Alpines­tars and oth­ers. It was not a niche where they could be­come a lead­ing com­pany like the off-road mar­ket and it was an area that needed a great deal of ex­pen­di­ture as a re­sult. This af­fected Hebo’s core busi­ness: tri­als and en­duro. As a re­sult the com­pany lost its mar­ket share, open­ing the door to other off-road com­pa­nies. This sit­u­a­tion could not last for­ever and around six or eight months ago a busi­ness­man from Barcelona called Ri­cardo Novel de­cided to buy Hebo and try to bring it back to the place the brand de­serves to be.

Ri­cardo Novel is quite a pri­vate man but he is the same per­son who de­cided to cre­ate TRS Mo­tor­cy­cles one year ago to­gether with Jordi Tar­res, Josep Bor­rell and Marc Aranyo. He owns seven com­pa­nies in Spain, em­ploy­ing a few hun­dred em­ploy­ees, whose core busi­ness is linked to the au­to­mo­tive in­dus­try in the four-wheel sec­tor and in­cludes industrial pro­cesses, con­sult­ing, lo­gis­tics, parts sys­tems, IT, etc. He trusted Tar­res and Aranyo with the TRS project and to fur­ther en­force his two-wheeled strat­egy he pur­chased Hebo.

His idea is to add to his port­fo­lio of com­pa­nies linked to cars, and two more com­pa­nies at this time linked to mo­tor­cy­cles strength­ens his long term project of build­ing a solid and strong group in Spain. He is not an op­por­tunist busi­ness­man like oth­ers who tried be­fore; his back­ground comes from many years ago as his fam­ily were al­ready solid busi­ness peo­ple. The idea is to run Hebo com­pletely sep­a­rate from the other com­pa­nies, in­clud­ing TRS.

The main of­fices will be kept in Gerona and with the sup­port of a solid in­fra­struc­ture will re­turn to the val­ues which made the brand Hebo so strong in the past.

To­day the com­pany is proud to present a new 2015 cat­a­logue in­clud­ing new and fresh prod­ucts. New projects con­cern­ing the hel­met and boot are mov­ing along through the devel­op­ment progress and it’s quite pos­si­ble you will see them in­tro­duced dur­ing the year.

Toni Bou (Rep­sol Honda-ESP)

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