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Endurance Two Wheelers
Since the start of January this year, Turin based brakes specialist New Fren has been operated by the ' Endurance Two Wheelers '( ETW) subsidiary of industrial conglomerate Endurance Overseas( through its Endurance Group holding company subsidiary), " with the aim of becoming the main ' Made in Italy ' production and R & D hub for motorcycle components and spare parts." The group also includes Adler( Adige) which was acquired in April 2020, Grimeca( May 2020), Frenotecnica( Brenta brand brakes, acquired in June 2022) with New Fren added in November 2022. The first such industrial group to be established that comprises specifically Italian motorcycle and scooter component brands, it has not, subsequently, been the only one. However, the critical mass of these four established and internationally wellknown business certainly makes it the largest such group to be created so far. The ETW group is headquartered at the former Adler / Adige factory at Rivererto near Lake Garda, with New Fren still operating from its longestablished factory near Turin. The kind of commercial and manufacturing backing that Endurance Overseas brings to the twowheel market, to the four brands- the combination of capital resources and advanced manufacturing competency combined with the OEM and aftermarket parts and component engineering and manufacturing presence that the combined group now has- makes ' Endurance ' and its subsidiaries a powerful player in international as well as Italian terms. From performance motorcycles to Enduro, touring and scooters to urban and MX, the group offers OEM manufacturers and aftermarket importer distributors access to all
things friction- organic and sintered brake pads to brake shoes and discs, clutch shoes and discs to complete and patented clutches, gears and valves. " The wide range of products, design and engineering experience, market knowledge and innovation are now at the service of OEM and Aftermarket customers," says Valter Barbero, New Fren president. " Our production processes are the best in the market, certified by industry bodies and conforming to worldwide standards. Renovated in 2024 the production plant in Rovereto gives us over 7,000 sq m of state-of-the-art manufacturing capacity. " Our design optimisation, fast prototyping, R & D facilities and decades of engineering experience make us a powerful asset for any motorcycle manufacturer or dealer ". endurancetwowheelers. com www. newfren. com
INTERNATIONAL DEALER NEWS- MAY / JUNE 2025 15