What differentiates your favorite bicycle brand from all others? Is it 50 years of American design innovations, 100 years of Italian cycling heritage, a commitment to sustainable manufacturing processes? Chances are, it’s decals. Take any carbon frame–they’re all basically the same–attach some Shimano or SRAM parts, then slap on a decal that says “TREK” or “Specialized” or “Colnago” or whatever. Almost all of this stuff is coming out of just a few factories in China and Taiwan. The industry’s not-so-very-well-kept secret is that bikes are bikes and brands are created by marketing teams, not by engineers, and certainly not by craftsmen.
You probably know that. So, why do you continue to pay a premium for a bike that wins Best in Show at the start of the group ride but performs no better–and perhaps even worse–than bikes with far less sex appeal? And could you be persuaded to give up the brand to which you’ve attached your identity if there were an alternative offering such insane value that staying the course felt almost irresponsible?
X-LAB is a recent entry in the American market with the potential to redefine the expectations of the enthusiast/racer crowd. The Chinese brand is making people ask, for the first time, “Why wouldn’t I want a carbon frame road bike with carbon wheels and a power meter for $2,099?” Even with Di2 electronic shifting, you’re still coming in at $2,899.
If you’re wondering how this is possible, then check out the Emery’s event next Saturday in Menomonee Falls. I’m kind of curious myself. Maybe I’ll hurry back from Pennsylvania just for this!
No comments:
Post a Comment