Cycling, TOOLBOX | 2 comments
Source: Cyclingnews.com, by James Huang
This article originally appeared on BikeRadar.
Most companies have a ‘halo’ bike, but only a handful can afford them. We’ve all seen or read about them at this point, and some have even been lucky enough to ride (or better yet, own) one: those ultra-premium ‘halo’ bikes that are cycling’s equivalent of that old Lamborghini Countach poster on your childhood wall.
These days, nearly every company has at one ultra-premium bike in the range – but if only a handful of people can afford them, what’s the point?
Consider the following examples:
• Cannondale SuperSix Evo Ultimate: US$12,100
• Felt DA1 Di2: US$12,999
• Giant TCR Advanced SL: US$10,300
• Trek Madone 6.9 SSL Leopard/Schleck Edition: US$11,623.47
• Specialized S-Works Tarmac SL4 Di2: US$11,000
• Cervélo R5ca: US$9,800 (frameset only)
LOOK 695 SR model
Fantasy for some; reality for others
Halo bikes cost roughly one-fifth of the average US household income – meaning they’re only the stuff of dreams for most. But as unattainable as those bikes seem, there are people that can and do buy them. BikeRadar spoke with several of the top companies in the industry and all of them reported that flagship bike sales – while low in total number – are still ticking along, global economic issues be damned.
“We find it’s more of the affluent (doctor, investor, lawyer), performance-minded customer that purchases a bike at this price range,” said Andrew Juskaitis, global product marketing manager for Giant. “Because of their price, the number of halo bikes produced is dwarfed to that of their more-affordable counterparts – figure the ratio is about 40-to-1.”
“I won’t disclose how many total we make,” said Scott PR and marketing director Adrian Montgomery, “but for the US market it’s a 1:10 ratio of sales of halo bikes vs. our value bikes, like Ultegra CR1s. We entered the market at the high end and there is still considerable demand for our premium bikes even after we’ve focused on value for the US market.”
Even industry powerhouse Specialized – no stranger at all to mass production and huge volume – says sales of its impressively broad range of halo bikes are better than expected. The company’s top-end road bike, the S-Works + McLaren Venge, is a joint collaboration with the heralded automaker of the same name and costs US$18,000. Its most expensive mountain, the S-Works Epic Carbon 29, isn’t quite as outrageous but still commands a whopping US$10,500 – and the company can’t keep either one in stock.
Scott offer a full range of their impressive Foil aero carbon road bikes. Top-end ones get premium kit and the highest grade carbon fibers while midrange ones use a more economical spec and a slightly heavier fiber blend that doesn’t detract too much from performance but saves an enormous amount of cash
It’s not always about volume
Halo bikes don’t always make economic sense but manufacturers still feel they hold a valuable spot in the marketplace. Their lofty prices (and presumably, the associated impressive performance) can raise the perceived status of the brand, bikes developed for sponsored teams can earn prized competition credibility, and developers learn valuable lessons while pushing the envelope of technology.
“We build halo bikes to see how far we can push our product line – literally building what we feel are the best bikes in the world for that 1-2 percent of riders who desire the very best, to see exactly how light, how stiff and how aerodynamic we can push our overall bike designs,” said Juskaitis. “Every time we produce one of these bikes we learn something new. Sure, the great majority of us can’t afford them, but these are the products we aspire to.”
FUJI Altamira model – Marko Kump’s bike
Flagship bikes are also developed to cater to sponsored world-class riders and teams. Their physical demands far exceed the daily rigors of most everyday riders and as is always the case in sport, every team is looking for every possible advantage over its rivals. That unique microcosm provides an ideal testing environment and continually forces everyone involved to push the envelope instead of contently settling for the status quo.
“Working with our teams and athletes is how we build better products,” said Sims. “The average person on the street will not have the power of a Mark Cavendish so we need their numbers and feedback. As a company, I think we have built a great reputation for being able to interpret that feedback and put it to good use to build the next great bike.”
“There absolutely needs to be halo bikes in order to push the limits of what’s possible,” insisted Cervélo media liaison Mark Riedy. “It’s not realistic for a manufacturer to be able to come out with a frame that weighs 25% less and is stiffer than the current base production models without rolling it out as a super limited production model. We just can’t jump into massive production right away with cutting-edge technology.
“One thing that might be getting lost these days is the sense of how special a carbon frame is,” Riedy added. “We make very few R5ca frames and they’re all just as fussed over as an artisan made steel frame. They’re handmade and are as cutting edge as anything you’d see in F1 or Moto GP racing.”
Cervélo’s ultra-exclusive R5ca is one of the lightest road frames currently available and is built in the US by company engineers – not factory workers. Unfortunately, it’s also one of the most expensive at $9,800 for just the frameset
Why halo bikes help all of us
There are probably regular consumers out there who can churn out as many watts as a Tour de France pro but odds are the average rider’s power output wouldn’t even run your washing machine. That person may not be able to necessarily extract all the performance potential of a halo bike but that doesn’t mean we don’t all still stand to benefit from their existence anyway.
Invariably, those new technologies trickle down to more attainable price points as manufacturers figure out ways to reproduce those features at lower costs and amortize development expenses over a wider volume of product.
“Halo bikes are where the latest technology comes from and these are the product used by our athletes and teams,” Sims told us. “Ultimately, what gets developed on the halo bikes will trickle down to the more affordable models. If you take for example our Allez bikes, they are very entry level but these frames are stiffer than the frame that Levi Leipheimer used to win the Tour of Germany a few years ago. What is the S-Works bike today becomes the Pro bike tomorrow.”
MERCKX bike EMX – 7 model
“Many of the technological benefits that our engineers develop can be carried down to non-halo bikes,” said Felt communications manager Bill Childers. “The more that we can pull down to the rest of the line, the better the bikes are for our customers. We developed the InsideOut process [for the F1] and reverted to a more efficient round tube design but we were also able to utilize the same process and round tube design for the F2-F5. So, as a result of seeking to produce the fastest bike possible, we are also able to raise the performance of all the bikes in our line.”
“The dream bike we offered five years ago is now a value bike – without carbon tubulars,” added Montgomery. “[Customers] find they can own the Addict with Ultegra and it rides so close to the Di2 bike that it’s a great value and half the money.”
You can buy a car for that money! I can go faster on my old Huffy!
Any discussion of such high-end exotica invariably elicits the usual laundry list of comments from the peanut gallery:
• “That US$10,000 bike isn’t twice as good as a US$5,000 one”
• “I can go just as fast on my 1980 Peugeot – only the legs matter”
• “The average rider has way more weight to lose on their body”
• “That bike isn’t UCI-legal anyway”
• “You could buy a motorcycle for that money”
A team replica Trek Madone 6.9 SSL Leopard/Schleck Edition similar to this one will cost you $11,623.47 at full retail.
Guess what – it’s all true. And you know what else? So what.
This end of the price spectrum definitely brings sharply diminishing returns, no bike is a substitute for true fitness, few of us are as fit as we could be, most of these ‘superbikes’ (on the road, at least) fall well south of the UCI weight limit, and yes, the same amount of money really will buy either a top-end Cannondale or a Ducati 848 Evo.
As with any gear-oriented sport, people just like to have the best – if only for the illusion of competitive advantage – and some of those people have the money to spend. Moreover, many buyers don’t make their bicycle purchases based on how well it suits their abilities. Truth be told, we often buy based on what we want to be and the image we want to project and just like so many people own cars that can go 240km/h in a world that rarely lets them go half that, it’s the idea that it’s capable of such a feat that we find so compelling.
Top-end bikes are also cheap in the grand scheme of expensive playthings. Consider that one typically needs less than US$10,000 to buy the exact same machine as what top pros are using and then compare that to motorsports, where that same amount of money gets you a used Honda Civic. Sure, that Ducati nets a heck of a lot more speed per dollar than any bicycle but it’s not the best. If you’re truly after the exact same equipment as the pros, we dare say that Valentino Rossi’s machine might cost just a little extra.
Pinarello Prince Carbon
Where we go from here
There’s some indication that we’re approaching the glass ceiling – but limits are meant to be broken.
“At about US$12,000, the bikes don’t lose much weight and just look more exotic,” Montgomery admitted. “I remember someone asking why our RED Equipped LTD a few years ago didn’t include ceramic bearings. Well, we drew the line – US$13,000 was too much and a ceramic bearing is invisible.”
“In 2010, the US$14,000 TCR Advanced SL Limited was the most expensive bike we had ever produced,” said Juskaitis. “We sold out of these bikes in less than a month [but] for the foreseeable future, this is as high as we will venture.” Specialized, on the other hand, won’t artificially limit itself but any price increase will also have to come with a real gain.
“We will always look to the next great piece of technology and that generally comes at a premium, so as long as we keep riding and pushing ourselves to develop better bikes we will keep going,” said Sims. “Obviously frames are just one part of the equation so if parts prices go up then bike prices go up, too.”
As with anything that lies out of our financial reach, halo bikes aren’t there to taunt us, mock us, or to remind us of what we want but can’t have – they exist simply because they can. Moreover, no one’s forcing anyone to buy anything and whether directly or indirectly, we all benefit.
So go ahead and rightfully take pride in your current machine, knowing full well that you’ll eek out its full potential. When it’s time, though, rest assured that there’ll be always something better waiting for you when you’re ready.
Giant Bicycles once built their business model on offering primarily mainstream bikes with exceptionally high value. Now the company also offer top-end race bikes costing upwards of $10,000 like this Rabobank team-issued machine
Specialized’s top-end S-Works + McLaren Venge carries an enormous US$18,000 retail price – and yet the company says the entire stock is presold. Photo: © VeloDramatic
A team replica Trek Madone 6.9 SSL Leopard/Schleck Edition similar to this one will cost you US$11,623.47 at full retail. Photo: © James Huang/Future Publishing
A Trek Madone like this isn’t all that far off in terms of performance, however, and costs less than US$5,000 thanks to some impressive trickle-down tech and a less expensive component group. Photo: © James Huang/Future Publishing
Cervélo’s ultra-exclusive R5ca is one of the lightest road frames currently available and is built in the US by company engineers – not factory workers. Unfortunately, it’s also one of the most expensive at US$9,800 for just the frameset. Photo: © James Huang/Future Publishing
Scott offers a full range of its impressive Foil aero carbon road bikes. Top-end ones get premium kit and the highest grade carbon fibers while midranged ones use a more economical spec and a slightly heavier fiber blend that doesn’t detract too much from performance but saves an enormous amount of cash. Photo: © James Huang/Future Publishing
Giant certainly hasn’t lost sight of its bread-and-butter customers, though. A second-tier TCR Advanced like this one is a kissing cousin to the top-end SL version but costs almost two-thirds less. Photo: © James Huang/Future Publishing
Felt is no stranger to the high-end game, either. Though its bikes still often offer better value than many competitors, bikes like this top-end F1 Di2 model still command a substantial US$9,999. Photo: © James Huang/Future Publishing
Felt is sometimes thought of as more of a value company rather than a performance one but that perception is turning around thanks to impressive hardware like this Shimano Dura-Ace Di2-equipped DA time trial machine. Photo: © James Huang/Future Publishing
Cervélo offers the S5 aero road frame in three different levels, all with the same aerodynamic performance. The top-end S5 VWD frameset costs US$5,900 but the standard version is half that at US$3,000. Photo: © James Huang/Future Publishing
Cannondale’s SuperSix Evo Ultimate costs a whopping US$12,100 but more budget-minded consumers can still nearly the same performance in the US$5,500 SuperSix Evo 2 Red. Photo: © James Huang/Future Publishing
Giant Bicycles once built its business model on offering primarily mainstream bikes with exceptionally high value. Now the company also offers top-end race bikes costing upwards of US$10,000 like this Rabobank team-issued machine.
Photo: © James Huang/Future Publishing
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