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AFAM, a well-respected name in the motorcycle components industry, is making waves again by re-entering the U.S. market through a strategic partnership with Kimpex USA. This collaboration isn’t just a business move; it’s a significant moment for both brands as they look to cater to the growing demand among motorcycle enthusiasts for premium chains and sprockets. With a history steeped in performance and reliability, AFAM is ready to reignite its legacy in America—a market that once embraced its high-quality products during the 1980s and 1990s.
Historical Context and Brand Legacy
Founded in Belgium in 1978, AFAM quickly became known for crafting durable, high-performance chains and sprockets suited for a diverse range of motorcycle riders, from weekend warriors to professional racers. At its peak, the brand was a household name in the U.S., synonymous with quality and reliability, particularly within the racing community. The loyalty it enjoyed was a testament to its trusted reputation on tracks and trails alike.
However, as market dynamics shifted, AFAM’s presence began to fade over the years. Changing consumer preferences and rising competition posed significant challenges in maintaining its market share. Now, AFAM is determined to reclaim its rightful place by leveraging its extensive experience and innovative product lineup. The partnership with Kimpex USA is a strategic move aimed at tapping into Kimpex’s robust distribution network and expertise in the powersports sector, ensuring that AFAM’s products reach a broad audience effectively.
New Opportunities in the U.S. Market
Thanks to the partnership with Kimpex USA, AFAM can now offer its full range of motorcycle chains and sprockets directly to U.S. dealers and riders. This move underscores the brand’s commitment to quality and performance. Distribution will be streamlined through Kimpex’s U.S. hubs, ensuring timely delivery and expert support—both crucial elements for meeting the needs of today’s riders.
Luca Farina, Export Manager of DC AFAM NV, expressed excitement about reintroducing their products to the U.S. market, highlighting the importance of partnering with a trusted distributor. With over 45 years of experience in supplying top-tier transmission components globally, AFAM is eager to leverage this partnership to re-establish its legacy among American riders who are seeking high-quality, race-proven products.
Market Demand and Future Outlook
Today’s market is witnessing an increasing demand for high-quality motorcycle components that can endure the rigors of both recreational and competitive riding. Riders are on the lookout for brands that deliver reliability, performance, and precision. The return of AFAM couldn’t come at a better time, as these attributes are more essential than ever, and the brand is poised to meet these demands head-on.
As Jason Hammond, Vice President of Kimpex USA, notes, AFAM’s products mesh seamlessly with their existing lineup, filling a crucial niche in the U.S. market. With a national launch campaign on the horizon and technical training planned for dealers, AFAM is set to reestablish itself as a go-to choice for motorcycle enthusiasts. This partnership not only revitalizes AFAM’s presence but also enhances the array of offerings available to American riders, paving the way for a promising future for both companies.