D’Ieteren baptizes its bicycle business Lucien

Belgian’s most prominent car importer, D’Ieteren, is bringing together all its new bicycle businesses under the Lucien brand, the listed company announced on Thursday. Lucien is a nod to Lucien Van Impe, the last Belgian Tour winner. But it also refers to Lucien D’Ieteren (1880-1966), who decided in 1931 to switch from car bodybuilding to
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