Where are Rocky Mountains Bikes Made? Rarely does a parent company adopt the identity of a subsidiary. What is the purpose of rebranding? This was a two-part process. We decided to concentrate on Rocky Mountain as the only brand. This is what we are most known for internationally. However, in Canada, we have the Miele and eVox brands that cater to urban, electric and children’s bike markets. We can now focus all of our resources on Rocky Mountain’s mountain bike business and stop focusing on those products. After deciding to concentrate on Rocky Mountain, it was logical to adopt the name throughout the company. It’s simple. One brand, one vision,…