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SEP 2007

Return Of The Easy Rider

With U.S. cycling in decline, bike parts giant Shimano steered the industry in a new direction

BusinessWeek, September 17, 2007 — This summer, cyclists in skintight shorts raced through the French countryside in the annual Tour de France. The winner, Alberto Contador, rode to victory on a Trek Madone 6.9 Pro that would cost consumers $8,249.99. Alice Wilkes also bought a Trek bike this summer, but she had a very different experience. Wilkes bought a Trek Lime, which shifts automatically so riders don't have to fuss with gears, stops when cyclists pedal backwards (like in the old days), and has a big, comfy seat. It retails for $589.99

Categories: Brand Strategy, Customer Experience
Tags: Shimano, Design

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