When they failed to find what they wanted at Schwinn, they went elsewhere. While the Paramount still sold in limited numbers to this market, the model’s customer base began to age, changing from primarily bike racers to older, wealthier riders looking for the ultimate bicycle. Schwinn sold an impressive 1.5 million bicycles in 1974, but would pay the price for failing to keep up with new developments in bicycle technology and buying trends. As a result, Schwinns became increasingly dated in both styling and technology. By 1957, the Paramount series, once a premier racing bicycle, had atrophied from a lack of attention and modernization. Aside from some new frame lug designs, the designs, methods and tooling were the same as had been used in the 1930s.
Ornamental metal head badges were another increasingly useful attention grabber, not just distinguishing different brands and models from one another, but functioning as a status symbol—like the hood ornament on a luxury car. Schwinn’s badge designers really went all out, and our Made In Chicago collection includes a slick example, the “Majestic,” which would have fastened to the front mongoose bmx bike bar of a bike of the same name in the 1940s. Many German business owners in the U.S. faced considerable scrutiny and sales losses as anti-German sentiment spread during both World Wars. To compensate, some went the extra mile to flag wave and prove their American patriotism. Having made their fame on the “WORLD” bicycle, they weren’t going to try to pass themselves off as nationalists.
As time passed, Schwinn would import more and more Asian-made bicycles to carry the Schwinn brand, eventually becoming more a marketer than a maker of bikes. Despite a huge increase in popularity of lightweight European sport or road racing bicycles in the United States, Schwinn adhered to its existing strategy in the lightweight adult road bike market. Though weighing slightly less, the mid-priced Schwinn Superior or Sports Tourer was almost indistinguishable from Schwinn’s other heavy, mass-produced models, such as the Varsity and Continental. While competitive in the 1960s, by 1972 these bicycles were much heavier and less responsive in comparison to the new sport and racing bicycles arriving from England, France, Italy, and increasingly, Japan.
The Super Deluxe also gave the rider a choice of White wall tires or the new Yellow oval rear Slik tire paired with a front black wall Westwind tire. After F.W.’s nephew, Edward R. Schwinn, Jr., took over the company, the brand standard dropped immensely. By the 1980s, the BMX trend was in full swing, leading to the development of the company’s BMX factory.
In the December 1963 Schwinn Reporter, Schwinn announced the arrival of the Deluxe Sting-Ray. This model included Fenders, white-wall schwinn bicycles tires, and a padded Solo polo seat. Helping parents get kids off screens and outside into nature, one adventure at a time.
In August 1955, the Eisenhower administration implemented a 22.5% tariff rate for three out of four categories of bicycles. However, the most popular adult category, lightweight or “racer” bicycles, were only raised to 11.25%. The administration noted that the United States industry offered no direct competition in this category, and that lightweight bikes competed only indirectly with balloon-tire or cruiser bicycles. The share of the United States market taken by foreign-made bicycles dropped to 28.5% of the market, and remained under 30% through 1964. Despite the increased tariff, the only structural change in foreign imports during this period was a temporary decline in bicycles imported from Great Britain in favor of lower-priced models from the Netherlands and Germany.
Mongoose and Schwinn are two well-known and well-loved companies that have a track record of producing quality bikes. At the end of the day, it’s impossible to say that one company is better than the other because they each cater to a unique type of cyclist. Although prices vary from retailer to retailer, you can generally find a Schwinn kids bike for about $100 to $200.
The vacant lot left in its wake remained an eyesore in Hermosa for 20 years before finally becoming the home of the new North-Grand High School in 2004. Meanwhile, the former Schwinn assembly plant and office building at the neighboring address of 1856 N. Kostner Avenue managed to avoid both the blaze and the wrecking ball, and is still standing today.