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The world of bicycle types has become more and more differentiated in recent years. New categories such as the mountain bike, the gravel bike and, last but not least, the e-bike created completely new market segments and made previously unknown demands on bicycle tires. Against this background, Schwalbe deliberately focuses on the development of innovative bicycle tires and bicycle tubes instead of expanding its business activities to include the technically different field of car tires. This strategy turned out to be spot on: after Schwalbe presented off-road tires for the first time in the mid-1990s, the brand quickly advanced to become the “best brand” among mountain bikers. Today millions of MTB riders worldwide swear by Schwalbe MTB tires with the distinctive names such as Nobby Nic, Racing Ralph, Billy Bonkers, Dirty Dan