Centurion (bicycle company)
| Company type | Private |
|---|---|
| Industry | Bicycle manufacturing and distribution |
| Founded | 1969 |
| Founder | Mitchell M. Weiner, Junya (Cozy) Yamakoshi |
| Defunct | 2000 |
| Fate | Ceased operations |
| Headquarters | Canoga Park, California (originally); later Newbury Park, California , United States |
Area served | United States |
| Products | Bicycles (road, touring, mountain) |
Centurion emerged as a bicycle label in 1969, founded by Mitchell M. Weiner and Junya (Cozy) Yamakoshi under their enterprise, Western States Import Co. (WSI), originally headquartered in Canoga Park, California. WSI concentrated on the design, specification, distribution, and marketing of bicycles primarily manufactured in Japan by companies such as H. Teams Company, and later shifted production to Taiwan with manufacturers like Merida. In 1990, Centurion was integrated into WSI's mountain bike division DiamondBack, and WSI ultimately ceased its operations in 2000.
Within the U.S. marketplace, WSI competed against well-established domestic and European brands including Schwinn, Raleigh, Peugeot, Gitane, and Motobecane, alongside emerging Japanese brands like Miyata, Fuji, Bridgestone, Panasonic, Univega, Lotus, and Nishiki—a Japanese-made line distributed by West Coast Cycles. Japanese bicycles initially dominated U.S. sales; however, currency fluctuations during the late 1980s led to a transition toward Taiwanese manufacturing.
Centurion specialized in road and touring bicycles sold across the U.S., promoted with slogans such as "Where Centurion leads, others must follow" and "A Lifetime Bicycle", backed by unlimited warranty offers. For some time, the bicycles bore a distinctive "Centurion Bicycle Works" headbadge.
In Germany, Centurion bicycles were imported from Japan beginning in 1976 by a local firm that acquired the brand rights in 1990; currently, Centurion continues as an active German brand featuring proprietary design and engineering.
History
Raleigh Industries of America sought a Japanese producer for its Grand Prix model and placed an order for 2,000 bikes with Tano and Company in Osaka. However, distribution was blocked by Raleigh’s UK parent company due to concerns that these high-quality models would outperform British-made bicycles. Mitchell Weiner, then acting as Raleigh’s sales agent, rebranded these units as Centurion and successfully introduced them to the U.S. market. Subsequently, he merged with Rick Wilson's Wil-Go Imports to establish Western States Imports.
At WSI, Cozy Yamakoshi directed product development efforts including frame design and manufacturing coordination in Japan. Around 1986, Centurion launched its first model produced in Taiwan—the Signet. A notable joint venture occurred in 1985 with Italian manufacturer Cinelli to create the Cinelli Equipe Centurion model.
Originally focused on the U.S. West Coast region, Centurion expanded its reach nationwide by the late 1970s. In 1990, WSI retired the Centurion brand to consolidate its road and touring bicycle lines under DiamondBack. Despite Centurion’s established reputation, WSI experienced a significant decline in road bike market share after this rebranding. Early DiamondBack models paid homage to Centurion’s design legacy but eventually production was transferred to Taiwan following the sale of these lines to Raleigh USA.
WSI grew its presence with offices located in Van Nuys (CA), Dallas (TX), Denver (CO), Dayton (NJ), and maintained headquarters in Newbury Park (CA). After Weiner’s passing, Mike Bobrick assumed leadership as Executive President and continued expanding operations.
Cozy Yamakoshi left DiamondBack in 1986 and co-founded Parkpre Mountain Bike in Moorpark, California in 1989. Parkpre manufactured bicycles throughout the 1990s before shutting down in 1998; currently Ken Yamakoshi is working on reviving this brand within the U.S.
In 1991, ownership of the Centurion name was transferred to Wolfgang Renner in Germany. Renner had been importing Centurion bikes since 1976 and developed models including Germany’s first mountain bike named "Country". Today, Centurion functions as a German bicycle brand with independent design and engineering capabilities.
Models
Centurion's lineup encompassed a comprehensive selection of road and touring bicycles, predominantly constructed from steel. Entry-level models utilized high-tensile 1020 steel, while premium offerings featured full chromoly frames complemented by reputable components. Notable models included:
- Centurion Cinelli Equipe: This model was the result of a collaboration in 1984/85 with Cinelli, crafted under the guidance of founder Cino Cinelli following his retirement in 1979. The bike showcased Columbus SL tubing, chrome-plated chainstays, and distinctive Cinelli elements such as a chromed sloped crown, head lugs, handlebars, and stem. Its componentry comprised Campagnolo derailleurs and shifters, Universal 'AER' brakes, an Ofmega headset and crankset, a Gipiemme seatpost, Regina chain, Miche hubs, and Fiamme rims. The branding featured "Cinelli Equipe" decals, Italian manufacturing marks, Columbus tubing emblems, and Centurion badges.
- Centurion Pro Tour: Produced between 1976 and 1984 and recognized in Richard Ballantine's "Best Bikes" compilations of 1978 and 1982, the Pro Tour was positioned as a competitive touring bicycle rivaling higher-priced models like the Schwinn Paramount P-13. It offered a longer wheelbase to enhance stability when loaded and employed full chromoly construction to improve ride quality. Functional design elements included cantilever brakes allowing fender clearance, internal wiring for generator-powered lighting systems, and numerous braze-ons for racks, fenders, bottle cages, and shifters—catering specifically to dedicated touring cyclists.
Serial Numbers
Serial numbers on Centurion bicycles (excluding the Cinelli/Centurion joint models) are engraved beneath the bottom bracket shell. Determining a bike’s production date can be facilitated by examining component date codes.
Japanese-made Centurion bicycles from 1980 to 1990 follow a serial number format WXYZZZZ:
- W = letter (likely representing the manufacturer or a Centurion identifier)
- X = single digit indicating the year
- Y = letter denoting the production fortnight (A corresponds to weeks 1–2)
- ZZZZ = sequential frame number produced within that period
As an illustration, N4E0283 signifies the 283rd frame manufactured during weeks 9–10 of 1984. Generally, component date codes correspond closely with frame production dates for validation purposes.
See also
Modern Manufacturers
- Centurion (German) Current rights holder of the original brand
- Centurion (Denmark) Separate entity unrelated to the original company
Original
- 1984 Centurion Catalog
- "Centurion Pro Tour Review", Bicycling, December 1976, Page 1, Page 2
- Cycle manufacturers of the United States
- Mountain bike manufacturers
- Companies based in Ventura County, California
- Vehicle manufacturing companies established in 1969
- Vehicle manufacturing companies disestablished in 2000
- 1969 establishments in California
- 2000 disestablishments in California
- Defunct manufacturing companies based in Greater Los Angeles
- American companies established in 1969
- American companies disestablished in 2000
- Companies of the United States by year of establishment