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Fuji Bikes
Fuji Bikes
from Wikipedia
Fuji bicycles, used by the Caja Rural–Seguros RGA cycling team, at the 2016 Tour of Britain.

Fuji Bikes is a brand of bicycles and cycling equipment currently owned by Advanced Sports International.[1] The company is a descendant of Nichibei Fuji Cycle Company, Ltd. (日米富士自転車株式会社), a bicycle manufacturer originally established in Japan in 1899. The company took its name and logo from Mount Fuji, a Japanese symbol of strength and endurance.

History

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1899 to 1998

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Founder, Okazaki Kyujiro(1874-1942)

The company was founded in 1899 in Japan by Okazaki Kyūjirō. In 1900 it was established under the trade name Nichibei Shōkai (literally 'Japanese-American Trading Company'). At first, it was importing and distributing US-products, but later it began bicycle production in Japan.[citation needed]

By the late 1920s, Fuji was Japan’s most popular bicycle. In the 1930s, Fuji established the first national stage race between Osaka and Tokyo and sponsored the winning team. Today, this race remains a premier race in Asia. The first Asian games were held in New Delhi in 1951. Shoichiro Sugihara, riding a Fuji, won the first race.[citation needed]

During World War II the company name was changed to Dainippon Cycle, which after the war was changed back to Nichibei Fuji Cycle Company.[2]

In the 1950s, Toshoku America acquired distribution rights to Fuji-made bicycles in the United States.[3] Toshoku America sold private-label Fuji-made bicycles as house brands through U.S. retailers such as Sears & Roebuck and Montgomery Wards.

During this period, Fuji became a partner with several contractors supplying parts for Japanese bicycles, including Sugino Cycle Industries and SunTour. Sales expanded into other Asian markets. At the 1964 Tokyo Olympics, Fuji's chief engineer and designer, Dr Shoichiro Sugihara, designed the Japanese national team bicycles and was team coach. He repeated this role at the 1968 Olympics in Mexico and the 1972 Olympics in Munich, Germany.

By 1971, Fuji America was established to distribute models across the United States. Fuji played a part in the cycling boom of the 1970s [4]. It introduced the first successful mass-production 12-speed bicycle in the mid-1970s, using a redesigned rear axle to minimize spoke dish to maintain wheel strength [4]. In 1974, Richard Ballantine, author of Richard's Bicycle Book, recommended Fuji road bicycles at or near the top of each of four price and quality categories, from basic (low-price) to professional (high-end).[4]

During the early 1980s, Fuji developed touring bicycles, and in 1986 was one of the first to manufacture frames of titanium. Fuji was not well situated to take advantage of the mountain bike boom of the 1980s. The demand for mountain bikes caused a steep decline in touring and road bike sales. This allowed manufacturers such as Specialized, Giant, and Trek to make inroads into Fuji's share of U.S. bicycle sales, often using frames produced at lower cost in Taiwan.[citation needed]

With the continued rise of the yen, Fuji fell on hard times in the early 1990s. One of the last Japanese bike companies to shift production to Taiwan after the fall of the dollar, Fuji bicycles cost more in the United States than most competing brands, causing a drop in sales.[5] Fuji bicycles produced in Taiwan were not as well regarded by U.S. buyers as the Japanese-built bicycles.[5] The company eventually designed new models, taking advantage of modern improvements in materials and construction techniques, but this proved insufficient. Toshoku America filed for bankruptcy in 1997, and in 1998, Nichibei Fuji Cycle Company Ltd., Fuji America's parent company, also declared bankruptcy.

Bankruptcy and Purchase

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The assets of Fuji America, as well as the worldwide distribution rights to the Fuji bicycle brand, was purchased by Philadelphia-based[1] Advanced Sports International.

In 2004, Ideal Bike Corporation, Taiwan's third-largest complete-bicycle maker, acquired 17% of Advanced Sports International Asia, which markets the Fuji brand of bicycles in Asia. Fuji bicycles are now built in Taichung, Taiwan; Dong Guan, Guangdong Province, China; and in Kutno, Poland by Ideal Bike Corporation.

In November 2018 ASE (the parent company of ASI) declared bankruptcy, leaving the fate of US distribution of Fuji bicycles uncertain. [6] Originally HEAD was set to buy ASE's assets,[7] but the deal was abandoned weeks later. [8] On February 1, 2019 it was reported that three entities won the auction for ASE and would divide its assets among themselves.[9] One of these, BikeCo, a partnership of Tiger Capital Group and Advanced Holdings, received ASI and its bicycle brands including Fuji.[10]

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From 2015-2017 Fuji sponsored the UCI Continental Circuits Caja Rural-Seguros Cycling Team. Previously, until the end of 2014, Fuji sponsored and equipped the UCI Continental Circuits NetApp Endura, which rode the Fuji Altamira Road Bike and Fuji D-6 1.0 Time Trial bike. Riders of NetApp Endura also worked with the Fuji design team in the development of the Fuji Transonic Aero Road Bike. Fuji also sponsors U.S. triathlete Matt Reed.[citation needed]

See also

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References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia
from Grokipedia
Fuji Bikes is a prominent manufacturer originally founded in in 1899, specializing in high-performance racing bicycles and later expanding into a wide range of road, mountain, gravel, hybrid, and lifestyle models designed for various riders. The company, initially established with a commitment to quality craftsmanship, quickly rose to prominence in during the early 20th century by exporting bikes across and dominating domestic racing scenes. Throughout its history, Fuji Bikes has marked several technological and competitive milestones, including the introduction of Japan's first 10-speed in the 1970s upon entering the U.S. market, one of the first mass-produced 12-speed bicycles, the S-12, in 1977, and the release of its inaugural full-carbon road bike in 2004. The brand has sponsored notable athletes, such as Olympic medalist Mark Gorski in 1984 and World Champion Judith Arndt in 2004; more recently, riders like Omar Fraile achieved the King of the Mountains title at the on a Fuji , while Kendall Ryan secured a stage win in the 2018 , part of the Women's World Tour. These achievements underscore Fuji's legacy in innovation, including advancements like M-Link rear suspension for mountain bikes and proprietary carbon fiber construction. Today, Fuji Bikes operates under U.S.-based ownership by Advanced Sports International (ASI), which acquired the brand in the early 2000s; following ASI's 2018 bankruptcy and 2019 restructuring, U.S. distribution is handled by BikeCo, LLC. Manufacturing occurs at facilities in , such as in and , and in , including . The company continues to emphasize performance-oriented designs, with a product lineup that caters to professional racers, recreational cyclists, and families, maintaining its reputation for durable, race-proven frames across diverse disciplines.

History

Founding and Early Development

Fuji Bikes traces its origins to 1899, when it was founded by Okazaki Kyūjirō in as Nichibei Shōkai, a initially focused on importing bicycles and other goods from the and . The name "Nichibei," meaning "Japanese-American," reflected its early emphasis on trans-Pacific trade, importing durable models from American and British manufacturers to meet growing demand in Japan's emerging market. By the early , the company had established itself as a key distributor, capitalizing on the bicycle's rising popularity for urban transportation and recreation amid Japan's rapid industrialization. In the 1920s, Nichibei Shōkai transitioned from importation to domestic manufacturing, producing complete bicycles under the Fuji brand to reduce costs and adapt designs to local needs. The Fuji name was inspired by , Japan's iconic volcano, symbolizing strength, endurance, and national pride, which aligned with the brand's goal of creating reliable, high-quality cycles. Early production emphasized utility bicycles for everyday commuting on Japan's varied roads, alongside models that incorporated lighter frames and improved gearing suited to competitive events. This shift enabled Fuji to gain rapidly, becoming Japan's most popular bicycle brand by the late 1920s and establishing itself as the leading domestic producer by the 1930s through innovations in assembly techniques and material sourcing. During the 1930s and 1940s, amid escalating militarization leading to , Fuji adapted its operations to wartime demands, with production increasingly directed toward sturdy bicycles for military use, including transport models for troops. The company rebranded temporarily as Dainippon Cycle during the war to align with national policies, prioritizing durable, low-maintenance designs over racing features. These efforts solidified Fuji's role in Japan's bicycle industry, though resources were strained by the conflict. Post-war recovery set the stage for renewed focus on civilian models and international expansion.

Post-War Expansion and Global Entry

Following , Nichibei Fuji Cycle Company resumed civilian bicycle production in 1946, shifting focus from wartime efforts to rebuilding its manufacturing capabilities amid Japan's economic recovery. By the 1950s, the company had emerged as a significant bicycle exporter, dominating domestic production and initiating significant international shipments, particularly to the through distributor Toshoku America, which handled private-label sales to retailers like . This period marked Fuji's transition to a major global player, leveraging high-quality construction to meet growing demand for affordable yet reliable bicycles. In the , Fuji advanced its lineup with high-performance models such as the Fuji Royal and Single Speed, which incorporated chromoly frames for enhanced strength and reduced weight, appealing to both recreational riders and early enthusiasts of sportier designs. These innovations built on the company's expertise in lugged , setting the stage for its expansion into premium segments. The establishment of Fuji America in 1971 by Toshoku Ltd. represented a pivotal step in , enabling direct branded distribution in for the first time and capitalizing on the boom. This led to rapid growth, with U.S. sales surging as Fuji positioned itself as a value-driven alternative to European brands, exporting models like the Sports 10—a 10-speed bike that became a . A landmark milestone occurred in 1973, when the Fuji Ace became the first production bicycle equipped with Shimano's Dura-Ace components, introducing advanced shifting and braking technology to mass-market riders. By the , Fuji's international momentum had accelerated, as the company diversified into touring and early variants while maintaining its reputation for durable, performance-oriented frames. This era solidified Fuji's role in popularizing Japanese bicycles worldwide, contributing to the broader surge in global participation.

Decline, Bankruptcy, and Modern Acquisitions

In the late and early , Fuji Bikes experienced a significant sales decline, primarily due to its failure to capitalize on the burgeoning market and broader economic challenges , including the appreciation of the yen against the dollar, which increased production costs. This lag in adapting to consumer shifts toward off-road , combined with delayed relocation of manufacturing from to lower-cost facilities , eroded Fuji's competitive edge in the mass-market segment. The financial strain culminated in the of its U.S. , Toshoku America, in December 1997, followed by the of its Japanese company, Nichibei Fuji Cycle Company Ltd., in 1998. Following these bankruptcies, the Fuji brand's assets and worldwide distribution rights were acquired in 1998 by Advanced Sports International (ASI), a Philadelphia-based founded that year with investment from Jadeland Pacific Limited. Under ASI's ownership, Fuji underwent a strategic repositioning, shifting focus from entry-level models to premium road and racing bicycles to rebuild its reputation and recapture market share in the U.S. This refocus helped stabilize the brand, leveraging its heritage in high-performance frames while expanding distribution through independent bike dealers. ASI's parent entity, Advanced Sports Enterprises (ASE), encountered its own financial difficulties amid industry consolidation and retail challenges, filing for Chapter 11 bankruptcy protection in November 2018. As part of the restructuring, ASE's bicycle brands, including Fuji, were divested; in 2019, the assets were sold to BikeCo LLC, a new entity formed by investors such as Tiger Capital Group and Advanced Holdings Co. Ltd. BikeCo, headquartered in , assumed responsibility for manufacturing oversight, marketing, and North American distribution of Fuji Bikes, with Frank Zimmer—previously ASI's vice president of sales—appointed as president and CEO in August 2019 and continuing in that role as of 2025. Under BikeCo's , Fuji has pursued adaptive strategies to navigate evolving market dynamics, including the integration of electric-assist bicycles into its lineup to meet rising for versatile, eco-friendly commuting options. Models such as the E-Traverse and EVO, featuring mid-drive motors from brands like Bosch and Bafang, exemplify this expansion into e-road, e-mountain, and e-hybrid categories since the early 2020s. In April 2025, BikeCo expanded its leadership team with new hires and promotions to support growth. Additionally, amid global disruptions from the and geopolitical tensions, BikeCo has emphasized diversification of sourcing and to mitigate delays in component availability, ensuring continued production primarily in while enhancing resilience for U.S. distribution. As of 2025, these efforts have positioned Fuji for steady growth in premium segments.

Products and Innovations

Road and Racing Bicycles

Fuji's and bicycles represent the core of its performance-oriented lineup, tracing roots back to the company's founding in with a focus on high-quality racing machines. Initially crafted from high-grade tubing for durability and responsiveness in competitive events, these early models evolved through the late as Fuji pioneered advancements in frame materials. By the early , the brand transitioned to carbon fiber construction, introducing lightweight frames that enhanced speed and handling without sacrificing structural integrity. The flagship SL series exemplifies Fuji's commitment to climbing and all-around racing prowess, featuring high-modulus carbon fiber frames molded for minimal weight—often under 700 grams for the frame alone—paired with aero-optimized geometries that promote efficient power transfer. Since its carbon debut around , the SL has incorporated integrated cable routing and tapered head tubes for improved and , with top complete builds weighing less than 7 kilograms. Complementing this is the series, a dedicated aero racer with revolutionary linear frame designs using Kamm tail tube shapes to reduce drag by 12% compared to traditional round profiles, while maintaining compatibility with disc brakes for modern racing demands. These bicycles target professional racers and serious amateurs seeking versatile performance on paved roads, equipped with premium groupsets from —such as Ultegra or 105 for precise shifting—or SRAM equivalents for electronic actuation. A distinctive feature is the exclusive integration of Oval Concepts components, including ergonomic handlebars, lightweight cranks, and seatposts tailored specifically for Fuji frames to optimize fit and reduce overall system weight. This combination ensures bikes that excel in sprints, climbs, and group rides, balancing cutting-edge materials with rider-focused ergonomics.

Mountain, Gravel, and Hybrid Models

Fuji Bikes entered the mountain bike market in the late and early 1990s, initially with hardtail models like the Tahoe, which was designed as an entry-level cross-country bike derived from the company's World Cup-winning hardtail platforms. The Tahoe featured a durable chromoly or aluminum frame suited for basic , reflecting Fuji's transition from road-focused production to off-road offerings amid the growing popularity of in and the U.S. By the mid-1990s, Fuji expanded its lineup to include full-suspension models incorporating the patented MLink suspension design, which uses a system to optimize pedaling efficiency and small-bump absorption on technical terrain. This technology debuted in bikes like the early Auric and Rakan series around 2015, providing 120-160mm of rear travel for and enduro riding. In recent years, Fuji's mountain bike evolution has emphasized modern geometry and components to enhance versatility and performance, resulting in a robust portfolio of aluminum and carbon frames for improved durability and weight savings. Current hardtail models like the 29 incorporate 29-inch wheels for better rollover on rough trails, while full-suspension options such as the Rakan feature dropper posts for adjustable height during descents, paired with A6-SL super-butted aluminum or carbon construction to balance strength and responsiveness. These updates allow riders to tackle varied terrain, from cross-country paths to aggressive enduro lines, with trail bikes offering 27.5- or 29-inch wheels and up to 150mm of MLink suspension travel. Fuji's gravel bike lineup centers on the Jari series, with models like the Jari 1.1 and Jari Carbon engineered for mixed-surface adventures, featuring long, slack that ensures stability on loose or tarmac. These bikes accommodate up to 50mm clearance for enhanced traction on unpaved roads, and include multiple bikepacking mounts on the frame, fork, and downtube for racks, bottles, and cargo, making them ideal for light touring or extended rides. The Jari's aluminum or carbon frames draw from Fuji's road bike heritage for efficient power transfer, while dropped seatstays add compliance for comfort over long distances without sacrificing handling. Hybrid models like the Absolute series blend elements of road speed with upright comfort for urban commuting and fitness riding, utilizing an A2-SL custom-butted aluminum frame and carbon fork to deliver a lightweight yet stable platform. The geometry promotes an ergonomic, forward-leaning position with flat bars and narrower tires for efficient pedaling on pavement or light paths, often equipped with hydraulic disc brakes for reliable stopping in city conditions. Since 2020, Fuji has integrated Bosch pedal-assist systems into e-hybrid variants within the Active lineup, such as the E-Traverse or similar commuter-focused models, providing up to 250W of support for extended urban travel while maintaining the brand's emphasis on durable aluminum construction. This evolution underscores Fuji's commitment to versatile, multi-purpose bikes that prioritize accessibility and reliability across everyday terrains.

Technological Advancements and Milestones

Fuji Bikes pioneered the integration of high-performance components in production bicycles with the 1973 debut of the Fuji Ace, the first production bike equipped with Shimano's groundbreaking Dura-Ace , which set new standards for and precision shifting in racing applications. This milestone reflected Fuji's early commitment to collaborating with leading component manufacturers to enhance rider performance across road and track disciplines. In materials innovation, Fuji introduced its first full-carbon frame in 2004 through the model, marking a significant advancement in lightweight construction that improved stiffness-to-weight ratios for competitive . This development utilized high-modulus to reduce frame weight while maintaining structural integrity, influencing subsequent designs in endurance and racing categories. By the , Fuji further evolved carbon technology with advanced layups, exemplified by the SL series frames achieving weights around 695 grams for size 56cm in models like the 2020 SL 1.1, enabling lighter overall builds without compromising or compliance. These layups incorporated optimized fiber orientations to enhance torsional rigidity and vertical flex, contributing to better power transfer and ride comfort. Electronic shifting integration arrived in Fuji's lineup during the , with models like the 2011 Altamira adopting Di2 systems for precise, wire-efficient gear changes that reduced mechanical wear and improved responsiveness under load. This adoption aligned with broader industry shifts toward electronic drivetrains, allowing Fuji to offer seamless compatibility in high-end road bikes for professional and amateur racers alike. Fuji expanded into electric-assist bicycles in the 2020s, introducing models like the 2022 Conductor 2.1+ with a 250W Bafang rear hub motor and 417Wh battery capable of up to 100km range under optimal conditions, facilitating longer commutes and recreational rides with pedal-assist up to 25kph. In proprietary technologies, Fuji's VRTech vibration reduction system, featured in endurance bikes such as the series since , employs specialized carbon layups to dampen road buzz by up to 24.6% compared to standard frames, enhancing long-distance comfort without added weight. This technology represents Fuji's ongoing focus on rider-centric innovations in frame compliance.

Operations and Manufacturing

Ownership and Corporate Structure

Fuji Bikes' corporate structure is characterized by a network of regional distributors managing brand operations independently. In , BikeCo LLC serves as the exclusive distributor since 2019, overseeing sales, marketing, and brand management for Fuji Bikes in addition to SE Bikes and Breezer. This arrangement stems from BikeCo's acquisition of assets from the former distributor, establishing a focused entity for the market. On a global scale, Fuji maintains separate operations through Advanced Sports in , which handles distribution for Fuji, Breezer, and SE Bikes from its base in Mutlangen, , and Advanced Sports International Asia Ltd. in . BikeCo's role is centered on forging retail partnerships in , aligning with the brand's emphasis on localized market strategies. This decentralized structure allows for tailored regional adaptations while preserving the core brand identity established over a century. The business model prioritizes distribution via independent bike dealers (IBDs), supporting a network of specialized retailers rather than channels. Customers typically purchase through local dealers, with online orders fulfilled by shipping to the nearest authorized location for assembly and service. Leadership at BikeCo is provided by President Frank Zimmer, who has guided the company's growth and strategic initiatives since assuming the role in 2019. Under his direction, efforts include environmental programs such as e-bike to minimize and promote .

Production Locations and Supply Chain

Fuji Bikes transitioned production from to outsourced facilities in Asia during the early , prompted by economic pressures including the appreciation of the against the U.S. , making domestic manufacturing less competitive. This shift marked one of the last such moves among major Japanese bicycle brands, allowing Fuji to maintain cost efficiency while preserving quality standards established in its homeland. Current primary assembly occurs in , , where high-end carbon fiber frames are crafted, leveraging the region's expertise in advanced composites and precision engineering. In , Province, , aluminum frames and entry-level models are produced, capitalizing on large-scale capabilities for broader market segments. For the European market, select models are assembled in , , by Ideal Bike Corporation, facilitating localized distribution and compliance with regional regulations. The supply chain for Fuji Bikes heavily relies on established Asian component suppliers, with key parts such as drivetrains sourced from in , which provides groupsets like the 105 series for road and mountain models. Suspension systems, including Fox Evolution forks for trail and enduro bikes like the Tahoe series, are supplied from the , integrating American innovation into Asian-assembled . Following global disruptions in 2020, including factory shutdowns in China due to the , Fuji diversified sourcing to mitigate delays, drawing from multiple Asian facilities to stabilize production timelines. Quality assurance processes emphasize rigorous frame testing to ensure UCI compliance for models, with carbon frames undergoing stress evaluations to meet international safety standards. Fuji offers a limited lifetime on rigid frames and forks against defects in materials and workmanship for the original owner, underscoring confidence in manufacturing durability. These measures, influenced by ownership decisions under BikeCo, LLC, prioritize reliability across global operations.

Sponsorships and Racing Legacy

Professional Cycling Teams

Fuji Bikes has maintained a history of sponsoring UCI-level professional teams, primarily providing high-performance road bicycles for continental and domestic competitions in the United States and . These partnerships have focused on equipping teams for races and stage events, emphasizing Fuji's carbon fiber technology for competitive edges in climbs and sprints. In the early 2000s, Fuji partnered with the , supplying the Fuji Team model that contributed to the squad's dominance in domestic racing. The team secured more National Cup victories than any other outfit over the prior three seasons, including over 70 wins in 1999 alone, while earning VeloNews Team of the Year honors for four straight years. From 2007 to 2008, Fuji served as the bike supplier for the Toyota-United Pro Cycling Team, a continental squad competing in US-based and events. This multi-year deal marked one of Fuji's longest commitments to an American professional team, with riders utilizing custom Fuji frames like the Carbon C7 for races such as the Tour de Georgia. Fuji's most recent UCI Continental sponsorship ran from 2015 to 2017 with the Spanish Caja Rural-Seguros RGA Team, outfitting riders with carbon road models including the , Altamira, and Norcom Straight for European circuits. The partnership supported the team's 17 victories in 2015 and 11 in 2016, highlighted by strong performances in Grand Tour stages like the . Extending beyond road racing, Fuji entered non-traditional sponsorships in 2017 by becoming the exclusive bike provider for Steve Arpin's Loenbro Motorsports Global Rallycross team, supplying Jari models for cross-training and fatbikes plus electric options for paddock use through the 2018 season. In and enduro disciplines, Fuji has supported events like the National Enduro series via athlete partnerships, such as with 2021 champion Amy Morrison riding the Rakan LT. As of 2025, Fuji maintains limited UCI-level professional sponsorships, redirecting efforts toward amateur racers, regional squads, and community leaders through its Pro Program to broaden participation.

Notable Riders and Achievements

Fuji Bikes has been associated with several prominent cyclists who achieved significant milestones while riding their equipment, contributing to the brand's reputation in competitive . Fuji sponsored Mark Gorski after his 1984 Olympic in the men's match sprint, including signature model track bikes in the late 1980s. In road racing, Judith Arndt secured the 2004 UCI Road title aboard Fuji's inaugural full-carbon road bike, becoming the first woman to win a on a carbon-fiber frame; this victory capped a dominant season that also included the UCI Women's Road World Cup overall and a in the Olympic road race. In 2005, Regina Schleicher won the UCI Road on a Fuji bike. Omar Fraile achieved the King of the Mountains title at the on a Fuji . Kendall Ryan secured a stage win in Stage 1 of the 2018 Amgen on a Fuji Supreme. Shifting to , Amy Morrison claimed the U.S. National Enduro Championship in 2021 on a Fuji Rakan LT equipped with the brand's M-Link suspension technology, defending her 2019 title and underscoring Fuji's growing presence in enduro disciplines during the 2020s. Anika Langvad won the Mountain Bike Marathon World Championships in 2011 and 2012 on the Fuji SLM. On the team front, the Mercury Cycling Team, riding Fuji bikes, amassed a record number of U.S. National Cup victories in 2000, surpassing all other teams over the prior three seasons and highlighting Fuji's early success in domestic road racing circuits. Similarly, in 2016, the Caja Rural-Seguros RGA squad, equipped with Fuji road bikes including the lightweight SL model, recorded multiple top-10 stage finishes in the Vuelta a España, with Sergio Pardilla placing 18th overall.

References

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