The bike business shifts gears
Shimano and Ideo go tandem on a bike for everyman.
(Business 2.0 Magazine) -- The bicycle industry is going wobbly. Annual sales dipped from $6.2 billion to about $5.8 billion after Lance Armstrong retired in 2005. So Japanese giant Shimano, the Intel of bike components, enlisted top Silicon Valley design shop Ideo to create a bike that would appeal to a vast potential market: people who like the idea of biking, but not the spandex-clad seriousness of bike shops.
The result is now on sale for up to $700 from industry titans Giant, Raleigh, and Trek. Says Trek brand manager Derek Deubel, "We expect it to be a driving force for growth."
1 PEDAL POWER A dynamo in the front hub powers a computer under the frame when you start pumping.
2 HELPING HAND The drivetrain computer senses how hard you're pedaling and shifts gears accordingly.click here.
From the June 1, 2007 issue