GM moves from cars to bicycles, introduces ARIV e-bike brand for Europe

General Motors largely exited the European new-car market in 2017, but it’s now introduced a new brand that has nothing to do with traditional automobiles: ARIV.

The automaker’s (or should we say bikemaker’s) e-bike brand was unveiled last week and will be available in Meld and Merge models soon in Europe. Ironically, many global automakers—including GM’s former European subsidiary Opel—got their start in the 19th century building bicycles before abandoning them in favor of cars.