Why Do Luxury Brands Keep Producing Crappy Mountain Bikes?

With Across the Pond Beaver in full swing, we have been masking all method of recent mountain bikes which were launched in a frenzy of exercise this previous week. There’s one bike we resisted masking although, till now. That’s the AMD Customized mountain bike pictured above. AMD is finest recognized for producing pc processors, however this week determined to step into the world of bikes with a mountain bike and a cruiser.

A cursory look will let you know that this bike will serve you about in addition to one among their microchips out within the mountains, however its press launch merrily boasts of the bike’s “twist grip Shimano index shifting, linear pull MTB brakes, twin suspension body, and a cushty Mountain bike saddle” regardless (no, we’re unsure why Mountain is capitalized both). The kicker is that this factor retails for $299, which is not that costly as mountain bikes go, however the equal degree of motorcycle from Walmart is half that worth.

AMD is hardly the primary firm to model up an affordable catalog body and flog it to the plenty who do not know any higher. Automotive manufacturers are the same old culprits, and we have seen some howlers from Alfa Romeo, Porsche, Ferrari and different tech manufacturers like Sony previously.

However the true query is, why do manufacturers do that? To anyone with a modicum of data about bikes, it is patently apparent that they’re a waste of money and time however they nonetheless hold cropping up. Let’s check out a few of the causes.

Publicity

Certain, no mountain bike publications picked up on the AMD bikes however they have been reported on by PC GamesN, PC Mag, PC Gamer, Benzinga and different tech publications. It put AMD again within the dialog, after which yesterday it was introduced that it was making ready to launch updated versions of the Ryzen CPU and Radeon GPU merchandise, regardless of having reportedly been quiet because the spring.

A small run of a novelty product has bought folks speaking concerning the model once more and possibly did no hurt to the algorithms that can thrust its newest piece of stories to the highest of Google search outcomes and social media feeds.

Promoting a way of life

Whereas manufacturers do not take part in mountain biking immediately, they positively do need to align themselves with what it stands for. For those who go right into a Jeep dealership and see a Jeep branded mountain bike on high of a Wrangler, you do not have to know the distinction between a Horst Hyperlink and VPP to know that it means the automobile is as rugged and adventurous because the bike.

In that respect, it is no completely different to automobile commercials that includes mountain bikers or Audi sponsoring the Nines competitors, or Mercedes the World Cups. Arguably Crimson Bull has change into one of many largest drinks firms on the earth by smartly aligning itself with the right sports and athletes.

It really works each methods too. As a lot as manufacturers need to align themselves with existence, folks need to align themselves with manufacturers. A few of us may need to purchase a T-shirt representing our favourite rock band or mountain bike media outlet and in the identical approach, some folks will purchase a motorbike primarily based on the model it represents.

For lots of people, a motorbike is a motorbike is a motorbike and the way the bike seems to be might be their primary precedence when shopping for one. For those who love Ferraris however cannot stump up the tons of of 1000’s of {dollars} wanted to purchase one, possibly a motorbike is the subsequent finest solution to really feel such as you’re part of that model. In that sense, these bikes are simply merch, no completely different from a branded bottle opener or baseball cap.

Folks truly purchase them

That brings us on to our final level. Why do they make them? As a result of folks purchase them. Easy as that. If you would like proof, the AMD monstrosity that we began off the article speaking about has already offered out. After all, AMD in all probability did not order an enormous manufacturing run, however it has managed to get all the advantages listed above, and nonetheless in all probability made cash whereas doing it too.

When it is achieved proper

At this level, it is price saying that this stuff do not at all times have to finish in catastrophe. Probably the most well-known instance of a automobile model making a mountain bike is the Honda RN-01, which ended up being a World Cup successful body that captivated the creativeness of race followers for years.

We have additionally not too long ago seen Santa Cruz and Supreme workforce up on a customized Chameleon hardtail. Sure, there was loads of eye-rolling within the feedback for that one, however at the least you realize the hype beasts that purchased it will not find yourself with a damaged bike the primary time it is pointed off highway. Different examples embody Specialized and MacLaren or Lamborghini and Cervelo producing highway bikes or Lotus and Hope’s observe bike that is set to be raced by Crew GB subsequent Olympics.
It is clear that these luxurious manufacturers can genuinely produce an honest bike by both collaborating with a model already established within the mountain bike world, hiring a mountain bike advisor (sure, they exist) and even hiring some engineers to design a motorbike for you; the issue is they do not must or must. If all their clients need is a straightforward bike with a badge slapped on it to cycle across the park 3 or 4 instances a yr, why strive tougher? Why put in all the hassle to design a motorbike that is on trendy and succesful when shopping for a bulk load in low-cost might be less complicated and worthwhile? Sadly, these manufacturers are giving their clients precisely what they need and possibly charging a premium for it too. That is why we’re seeing all these crappy bikes and we’ll in all probability see a lot extra in future too.