Gilles Lapierre is not the original maker of his own brand. His father founded the Cycles Lapierre just after the WW2 in 1946 – in Dijon, well known for the mustard and some wines around. So this corporate video is nice to understand how Lapierre becomes a leading brand in france – and not only – and how the experience of a rider such as Nicolas Vouilloz is helpful to design better bikes.
There is also a trend here in france around the “made in france”. Lapierre is the kind of brand able to assume this positionning clearly.