Bicycling Australia, the nation’s leading cycling media platform and host of the Classics series Gran Fondo events, said the partnership reflected the similar principles of both businesses.
Bicycling Australia publisher and the Classics founder James Yaffa said he had long been impressed with Volvo’s philosophy and principles.
“Volvo’s position in the automotive market is one that is built on style, effortless luxury, safety and innovation,” he said.
“These core principles are a perfect match for our expanding Classics cycling events which are growing in popularity. We look forward to a long-standing partnership with Volvo and believe we can make a strong contribution to their stellar performances of late.”
Volvo Car Australia managing director Stephen Connor said partnering with Bicycling Australia was a natural fit for the brand.
“Safety and caring for people and the environment has always been a part of who we are as a brand,” he said.
“Bicycling Australia’s focus on providing high-quality information helping cyclists become better riders aligns with our personal, safe and sustainable mantra.
“Working with the team at Bicycling Australia means we can elevate the message of safety and caring for all road users.”
Mr Yaffa said the past 12 months have seen the recreational cycling market boom, further boosting the popular Gran Fondo events.
“Couple the bike boom with major events like ours, and the sport is being taken to new levels with a wider audience and demographic,” he said.
“It’s wonderful to see a world-class brand such as Volvo share this vision, get behind the sport, and engage with the most passionate audience we have seen.”
Bicycling Australia is the nation’s most established and respected cycling media platform, in print and online for 229 issues over more than 25 years.
Bicycling Australia hosts four national cycling Gran Fondo events, including the Bowral Classic, Mudgee Classic, Noosa Classic and Clare Classic – making it the number-one provider of Gran Fondo cycling events in Australia.
Volvo has had involvement in the cycling sector for many years. In 2019 it collaborated with Swedish helmet manufacturer POC in a major research and safety campaign.
This followed a cyclist-detection system for its cars launched in 2013.
The technology shares its camera and radar information used in its autonomous emergency braking system and had been specifically modified to include cyclists and pedestrians. This system is now standard on Volvo cars.
By Neil Dowling