ISSUE No.19 THULE
THULE began in 1942 as a fishing tackle business and was named after its Swedish-born founder, Erik Thulin. Later, benefitting from increasing global prosperity, THULE took advantage of growth in the Swedish automobile industry and increasing popularity of outdoor activities by pioneering the market for outdoor equipment roof racks. The Swedish manufacturer remains a standard-setter in this industry today, thanks to the incomparable sturdiness and sleek designs of its products.
Vehicles are a means to transport things as well as people. Most vehicles, however, end up a mess.
20 CAR ACCESSORIES
There are a wide range of accessories that can be attached to vehicles in different ways and for different purposes. B examines where Thule’s products fit in.
30 INNER SPACE
Thule’s products can be categorized into roof bars, cargo boxes and carriers. This section takes a close look at some of the signature products in each category.
B examines the functions and unique mounting options Thule offers when compared with similar products from other brands.
B looks at the way four different outdoor lifestyle enthusiasts transport their gear, and the place occupied by the Thule brand.
52 USER’S BELONGINGS
B takes a glance at the sorts of items Thule fans often carry or store in their vehicles.
62 BRANDS FOR THULE
These are some of the other items Thule fans splurge on.
72 USER’S VIEW
A substantial number of Thule fans claim to enjoy outdoor sports activities. B takes a glimpse through the lenses of Thule’s fans to discover the message the brand’s products deliver.
81 B’S CUT
Thule’s products ensure unsurpassed protection for outdoor sports equipment.
96 BRAND STORY
Thule first began in a small workshop in a suburban area of Sweden. B has uncovered some stories behind the brand’s growth that show how it claimed an unrivaled position in the industry.
Thule’s products ensure safe transportation of equipment and luggage. Thule positions itself at the point where everyday life and the outdoors meet.