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Norco Bikes - 2012 Launch - Whistler, B.C.

Jul 19, 2011
by Tyler Maine  
2012 Norco Aurum
Aurum: DH ($3399 - $7350 US - $2600 Frame Only)

Intended Use -
A purpose-built World Cup downhill bike, the AURUM is designed for riders that want to go downhill fast. If you’re obsessed with chair lift and shuttle access, the first thing you will notice when you ride the AURUM is the speed at which it covers ground, the ease with which it flows through corners and the confidence with which it eats up rough terrain. From World Cup races to parks and shuttle runs, the AURUM is mind- blowingly quick, stunningly nimble and astonishingly precise. Designed to capture the gold it was named after, this is the bike you want if you describe your riding style as ‘fast.’

The world of downhill racing is what you would call ‘unique,’ both in its participants and its demands. Riders barrel down steep, uneven mountainsides at tremendous speeds, and winners are often separated by only hundredths of a second. Downhill bikes need to be light, strong and responsive, and because each racecourse is so different, they also need to be adaptable. One minute you might find yourself flying through the air at 60 km/hr and the next pedaling along a fire road with your lungs about to burst. These conditions present challenges when designing a DH bike, but these conditions are exactly what the AURUM has been built to excel in.

When the engineers set out to design the AURUM, their goal was audaciously simple: to create the world’s fastest downhill bike. Starting out as a few revisions to the current platform, the new DH bike evolved into a complete redesign from the ground up. Featuring new technologies and innovations as well as a clear focus on the aesthetic nature and clean lines of the frame tubing, it is the fastest, best-looking downhill bike to ever wear the Norco shield. Its name means gold in Latin and that is exactly what it has been designed to capture.

Engineered and spec’d to win DH races, the AURUM has been meticulously designed to be faster, smoother and more agile than the competi- tion. Taking advantage of Norco’s new A.R.T. suspension, the FSR linkage has been optimized to provide the perfect suspension character- istics for downhill racing. With more active braking, better square-edge bump compliance and more efficient pedaling, the AURUM has the temperament needed to dominate any downhill circuit, resort or shuttle run. Steep, technical and fast terrain is met with smooth, confident and precise ride qualities. Add the new Gravity TUNE geometry, designed to provide equal ride characteristics for all three sizes, and the AURUM is impossible to beat. Here are some of the points that make this bike such a clear podium contender.

The Aurum Story-

Aurum Tech and Design
• Engineering: Our engineering team has put in some serious time to develop this new frame while integrating innovative technologies already found in bikes like the Range, Shinobi and Truax.
• Gravity TUNE: optimizes suspension kinematics and frame sizing for average rider height and weight in each frame size. By varying chainstay length, keeping it proportional to the front center length, we are able to ensure consistent rider weight distribution over the wheels in each frame size. Chain growth and anti-squat levels are tuned to ensure suspension performance is also optimal for riders of different weights. With Gravity TUNE, no matter what size bike you ride, you will get the best performance possible.
• A.R.T. suspension: makes the bike fast, smooth and precise. The suspension kinematics are customized to provide the perfect balance of square-edge bump compliance, pedaling efficiency, active braking and tuneability with bottomless suspension feel.
• Rider-developed: With the feedback and insight of Ben Reid and Dan Stanbridge from the Dirt Norco Race Team, as well as our Norco Factory Team, staff riders and the Norco R&D test team, we developed this bike to be one of the fastest in the world.
• Travel: The AURUM delivers 200mm of plush, predictable and progressive A.R.T suspension. We believe that suspension performance should be judged on quality, not quantity. One ride on an AURUM and you will see just how good our suspension is!
• Tapered head tube: This is a huge step forward in bicycle design that allows for two major benefits, making the bike more exciting true through any terrain. It also prevents bending forces from affecting the rear shock, reducing stiction and increasing shock life.
• Integrated rear dropout: Combining post-mounted brakes, built-in gussets, the Syntace X12 x 157mm axle system and clevis-less pivot points, we’ve made a lightweight, stiff rear triangle for the AURUM.
• 83 mm BB shell with integrated ISCG 05 chainguide mount: al lows the design of a stronger, stiffer BB and main pivot structure and provides the required single ring chainline for the 157mm rear wheel spacing.
• Syntace integrated derailleur hanger: proven to be substantially stiffer and less prone to breakage than conventional derailleur hangers, the X-12 system ensures incredibly crisp and precise shifting.
• Integrated seatpost clamp: not only looks great but also allows the seat tube to be fully supported.
• Integrated fork bumpers: Built right into the frame, these bumpers are always in the right place while allowing for a tighter turning radius than traditional fork mounted bumpers.
• Custom hydroformed tubeset: Each tube has been meticulously engineered to be strong, stiff and light, providing a responsive and lively ride that goes exactly where it is pointed. Hydroforming also allowed us to shape the tubes to create an aesthetically stunning frame.
• Handling: We set our focus on creating a frame with a low centre of gravity and reduced unsprung mass; the result is a very agile bike with incredibly active suspension.
• Holloform link arm: This hyper-rigid, one-piece link arm provides two significant benefits. Providing lateral support to the seatstays, it stiffens the rear triangle, keeping the bike tracking straight and INCREASED SQUARE-EDGE BUMP COMPLIANCE

Suspension (A.R.T.)
Square-edge bumps will slow most suspension designs down in a hurry. A.R.T., however, improves the wheel’s ability to travel rearward as it travels up, allowing the wheel to move out of the way of obstacles, a trait that is particularly important for a World Cup downhill bike. For 2012, the axle path of the AURUM provides 250% more rearward travel that extends 14% deeper into the travel range than the 2011 platform. Our engineers also decreased the forward axle path motion (at full travel) by a huge 330%. When put in practice, this provides a smoother, faster ride over rough and varied terrain, perfect for a bike that is designed to be as fast as possible.

IMPROVED LEVERAGE RATIO CURVE
A.R.T. suspension uses a progressive leverage ratio curve that is designed to yield a predictable suspension action with the perfect combi- nation of traction and big hit capability. The leverage at the beginning of the shock stroke is relatively high, resulting in excellent small bump compliance (traction). As the bike moves through its travel, the leverage ratio falls at a consistent rate which gives a very progressive feel with no mid stroke ‘wallowing’ or dead spots. The leverage is progressive right until the end of the stroke, giving the AURUM that bottomless feel we all desire for hard landings and big hits.

IMPROVED BRAKING PERFORMANCE
A.R.T. employs a combination of the rearward axle path and careful control of the rear brake caliper attitude to allow the suspension to remain unaffected by braking forces throughout its travel. The result is smooth, powerful braking with fully active suspension and a whole lot of traction. INCREASED PEDALING EFFICIENCY To combat the mortal enemy of suspension known as bob (the bouncing that occurs when pedaling), A.R.T. was designed to provide increased chain growth. This creates anti-squat forces, effectively counteracting the forces that produce suspension bob. The result is incredibly efficient power transfer, which allows the AURUM to accelerate like a much shorter travel bike.

Spec Philosophy
A bicycle is really the sum of its parts; the frame, the fork, the wheels and the brakes are useless by themselves. But when you put it all together, that is when the magic happens. We have taken our time and carefully selected the ideal combination of parts to complement the frame and ultimately the rider’s needs. It is our philosophy that bicycles need to be versatile, enabling riders to explore their idea of adventure wherever the trail or road may take them. Our component specs reflect this ideology and provide the perfect blend of true performance and versatility. The AURUM spec was selected to realize the intent of the AURUM: to win World Cup races. The parts are lightweight, strong and precise; here are some of the highlights:

• Wide 760 mm low rise bars with direct-mount, low-rise stem for all models
• 2 x 10mm, 1 x 5mm and 2 x 3 mm headset spacers and a low stack headset top cone offer multiple bar height options
• Coil spring Boxxer forks with light spring on small, mid spring on medium, and firm spring on large frames to match rider weights
• 157 x 12 rear hub improves wheel strength and stiffness
• DH crank with 83 mm BB shell • Colour ties on components, including saddle graphics, rim graphics, bar, stem and seatpost
• Short cage rear derailleur and compact 11-28T cassette sprocket
• 26 x 2.50 DH tires with soft compound or dual tread compound and DH sidewall casing


2012 Norco Aurum specs





2012 Norco Truax LE
Truax: 180mm FR ($3399 - $6785 US - $2100 Frame Only)

The TRUAX is designed for those riders who are just as likely to pedal up to the trailhead as they are to take a shuttle or chairlift to the top of the mountain before they dive in and revel in their descent. Seven inches of travel and a slack headtube angle make this bike right at home on the way down. Ride it everywhere, every day: jumps, ladders, berms, steep descents, park, shore ... wherever you need a fast, versatile and incredibly fun bicycle.

The TRUAX is an evolution of the iconic Shore bicycles that Norco pioneered. The original Shores were built for and named after the fabled North Shore mountains near Vancouver, BC. This fairytale dreamland is filled with ladder bridges and skinny beams suspended peril- ously high above the forest floor. To add to these harrowing stunts were drops, jumps and steep rock faces; the Shore is a place of great experimentation and pioneering which spawned new bicycles and riding styles.

As this style of riding has evolved and diversified, so too have the demands and needs of Shore-style riders on their equipment. The Shore style has grown to include long and fast descents, flowing trails, and drops, gaps and jumps with smooth transitions; most now term this riding in general as “freeride.” And this is where the new TRUAX steps in.

The TRUAX rides the line between a traditional Shore bicycle, a freeride bike and a downhill bike, pulling the best from each world and essentially creating a new style of bicycle design and intended use. Just as at home on Vancouver’s renowned North Shore as it is leading a pack of friends through the downhill park, the TRUAX makes short work of the climb up for those who chase self-access thrills as well. Lightweight, fast, nimble and adaptable, it is the one-for-all bike for those who tread on the side of steep, technical, good times over spandex-clad climbs.

Integrated Dropouts
• Syntace X12 142mm x 12mm axle: stiffer, more precise than other axle design
• Integrated derailleur hanger is stronger and much stiffer than conventional designs.
• Post mount brake: Get rid of half the hardware from a normal brake and while you’re at it toughen things up a bit and improve braking- done. Better braking, lighter system = more fun to ride. Tapered full-contact integrated gussets: Strong, light and nice to look at, these stiffen the rear end, improving riding performance.
• Custom tapered tubing: strong and great to look at. Allows us to create lightweight tubing that is designed for specific applications while improving aesthetic appeal (like high-performance plastic surgery).
• Clevis-less pivot system (Clever Pivot Design): Having fewer welds allows us to make a stronger and lighter connection point for pivots.

Custom Hydroformed Tubing
Our tubing wasn’t made in an Easy-Bake Oven - a great deal of time and technology goes into making every tube. This extra effort pro- vides two major advantages: The first is that by using custom tubing, we can reduce weight while improving the strength of the bicycle, creating light, lively and exhila- rating ride properties. The second is clean, inspired lines that lend to eye-catching aesthetics; a bicycle should look as good as it rides.

Integrated ISCG Tabs
As a part of the bottom bracket, the integrated ISCG tabs create a super strong connection point for chainguides. To allow the front derailleur to follow a more natural path as the suspension compresses, we have integrated the front derailleur mount onto the chainstay.

Tapered Head Tube
This is a huge step forward in bicycle design that allows for three major benefits, all making the bike more exciting to ride. The first is the design allows for larger tubing at the front end, making it stiffer and more resistant to side loading, ensuring precise steer- ing and bicycle control. The second is it allows fork manufacturers to make a stronger crown (the piece that connects the legs of the fork to the steer tube) with no weight penalty. That means it can be stronger and more precise with no downsides – have your cake and eat it too. The third is the bearings in the lower headset cup are oversized, allowing them to be stronger and last longer.

Custom Stainless Hardware
It has been said that it is the little things that count. Our custom stainless steel hardware is designed to be both precise and easy on the eyes.

Asymmetrical Chainstays
The right chainstay is dropped to improve front derailleur clearance and to reduce chain slap while riding.

One-Piece Forged Link Arm
Holloform one-piece forged link arm: The link arm is an integral connection point for full suspension bicycles. Traditional two-piece link arms tend to twist under pressure from side loading which is a problem. To remedy this perplexing kink in design the Holloform link is forged as two pieces, then CNC’d and finally welded together to create one very rigid and hearty link arm which also adds to the aesthetic attraction of the bicycle design. Super stiff and super strong = super responsive bicycle.

Integrated Seat Tube Pivot
Built right into the seat tube, it allows for fewer welds with added strength (like Popeye on a diet).

Clevis-less Pivot System
If you were to look at a normal pivot point you would notice that the end point is connected by a piece material welded to the tube, also known as a clevis. As we take strides forward in bicycle design we found a way to do away with the traditional clevis system by producing clevis-less pivots. With fewer welds and custom tapered tubing these pivots are stiffer, stronger and lighter, giving you a better ride.

Increased Pedaling Efficiency
To combat the mortal enemy of suspension known as bob (the bouncing that occurs when pedaling), A.R.T. was designed to provide a 20% increase in chain growth. This improvement creates anti-squat forces, which effectively counter the forces that produce suspension bob. The result is an incredibly efficient power transfer that provides excellent climbing abilities for our bikes.

Improved Leverage Ratio Curve
Ever notice how sometimes you can fiddle with a shock for what seems like hours, yet your suspension feels exactly the same? To rem- edy this, A.R.T. provides a lower and more progressive leverage ratio curve. In plain English it means that a bike with A.R.T. is easier to tune and has a bottomless feel to its suspension travel.

Increased Square-Edge Bump Compliance
Square-edge bumps will slow most suspension designs down in a hurry. A.R.T., however, improves the wheel’s ability to travel rearward as it travels up, allowing the wheel to move out of the way of obstacles. When put in practice it provides a smoother, faster ride over rough and varied terrain, perfect for mountain bikes.

Versatility
A combination of excellent climbing ability with astounding prowess in the descents provides a thrilling experience for riders. With the new A.R.T. suspension the TRUAX is a much better climber than its predecessors. Combined with an uninterrupted seat tube and a lighter overall bike weight, self-access riding is now more accessible. On the descent, though, is where the TRUAX really excels: fast, nimble and light, it is at home anywhere it is pointing down. Ride it up and then point it down and repeat as necessary.

Strength
The Shore style of riding is never kind to a bicycle, but our engineers have managed to make it lighter and stronger at the same time. The TRUAX is built to handle the abuse of the Shore, downhill parks or any other self- or lift-accessed descents you can find.

Precision
Custom tubing, integrated dropouts, a one-piece link arm and a tapered head tube make this bike incredibly stiff especially when side- loaded, like when you go through a corner. All you have to do is think about where you want the bike to go and it will go there. The TRUAX is responsive, nimble and playful, not to mention wickedly quick. This bike is guaranteed to put a smile on your face.

Spec Features
• Wide 760 mm low rise bars with short stem
• 180 mm travel freeride forks with 20 mm axle and tapered steer tube
• Coil spring rear shocks on all TRUAX models
• 142 x 12 X-12 Syntace rear axle and through-hole hub
• Dual front chainring on TRUAX 1 and 2 with a dual ring chainguide system
• 200 mm front brake rotor and 180 mm rear brake rotor
• Colour ties on components, including saddle graphics, rim graphics, bar, stem and seatpost
• Crank with 2 x 10 and 2 x 9 gearing (with bash guard), with an 11-36T cassette and mid cage rear derailleur. Optimized gearing for freeride trails.
• Double wall 29 mm wide rims with 26 x 2.35 dual tread tires
• Direct mount “E”-type chainstay mount front derailleur


2012 Norco Truax Spec





2012 Norco Range LE
Range - 160mm All Mountain ($3800 - 9000 US - $2300 Frame Only)

In 2011 we introduced the RANGE series of mountain bikes and rewrote the definition of all-mountain. With amazing climbing and descend- ing abilities thanks to six inches (160mm) of A.R.T. suspension, there are few places the RANGE doesn’t feel at home. It is a one-bike arsenal designed to tackle endurance, all-mountain, backcountry and light freeride trails with ease. Try a RANGE and see what all-mountain really means.

• all-mountain, backcountry singletrack, light freeride and enduro

Spec Features
• All-mountain 2 x 10 gearing for all RANGE models. Includes an outer bash guard, 11-36T cassette and a mid-cage rear derailleur.
• Shorter stem and wider low-rise bars for an excellent all-mountain feel
• 160 mm travel forks with 20mm dropouts, tapered steer tube and travel adjust feature (Talas, two-position or U-turn feature) for all RANGE models. Stiffer and offers the optimal climbing setting in the short travel position.
• 142 x 12 Syntace rear axle with through-hole hubs offer a stiff rear end (not available on Range 3)
• High volume rear air shocks on all RANGE models for a more plush and linear feel
• 180 mm front and rear brake rotors
• Colour ties on components, including saddle graphics, rim graphics, bar, stem and seatpost
• 26 x 2.35 and 26 x 2.40 tires for all models. Larger volume and more aggressive tread tires excel on a variety of terrain.

Frame Features
• 160mm of A.R.T. (Advanced Ride Technology) rear suspension travel. Suspension kinematics optimized for all-mountain applications.
• Holloform® link arm. Forged and welded, tubular one-piece link arm structure for lateral rear wheel stiffness.
• Integrated dropout design: forged dropouts with axle and pivot points, integral caliper post mount and seatstay support gussets. Advantages: eliminates brake harmonics, improves rear end stiffness.
• Tapered head tube technology. Frame structure and fork crown are both stiffer and stronger without being heavier.


2012 Norco Range LE spec





2012 Norco Sight LE
Sight: 140mm all-mountain/trail bike ($2795 - 9540 US - $2100 Frame Only)

What is in a name? Can a name really define its holder? If you change a name do you change the person? The name Sight can mean many things to many people. Vision, foresight, perception, focus: as every individual sees the world through different eyes, the SIGHT was created to help you realize your own visions of riding. No two people see a trail exactly the same way; each rider is unique with their own strengths and riding style. The new SIGHT has the ability to take you anywhere you can imagine. With incredible versatility this is the perfect tool for those looking for an adventure with no bounds. It has the climbing aptitude and descending talent to take you places you have only dreamed of. From endurance cross-country races to weekend adventures with friends, you bring the vision and the SIGHT will show you how to get there. Open your eyes to a new riding experience — the SIGHT will change the way you see the trail.

A great deal of time and technology goes into making every tube. This extra effort provides two major advantages. The first is that by using custom tubing, we can reduce weight while improving the strength of the bicycle, creating light, lively and exhilarating ride properties. The second is clean, inspired lines that lend to eye-catching aesthetics; a bicycle should look as good as it rides. Handling We set our focus on creating a low centre of gravity and reducing unsprung mass; the result is a bicycle that is lighter, quicker and more agile.

For some people 140mm (5.5”) of travel provides the necessary versatility to be called an all mountain bicycle, while others might call it a trail or marathon bike likening it to its cross-country brethren. We like to call it the SIGHT: Not too big, not too small, the SIGHT is just right. Light and nimble enough to climb meets strong and responsive enough to descend, this is a bicycle that fills the desires of riders looking for adventure and versatility everywhere they ride.The SIGHT will give you new eyes for adventure; you’ll never look at a trail the same way again. Impossible will look possible and second guesses will turn the corner to afterthought. One hour or seven, when you are in the saddle of the SIGHT a ride is no longer just a ride — it is an adventure ripe with possibility, an odyssey with limitless outcomes which will all put a smile on your face.The SIGHT isn’t the only bike in this category, but it is one of the best. A combination of industry-leading technologies, carefully selected spec and a refined geometry create what some might view as the perfect bike. More than the sum of its parts with features like custom hydroformed tubing, A.R.T. optimized suspension and a tapered headtube, once you go SIGHT, you’ll never go back.

“We like to call it the Sight: Not too big, not too small, the Sight is just right. Light and nimble enough to climb meets strong and responsive enough to descend. This is a bicycle that fills the desires of riders looking for adventure and versatility everywhere they ride."

The Sight Story
• A.R.T. suspension: results in a smoother, faster ride uphill and down.

TAPERED HEAD TUBE
This design allows for larger tubing at the front end where the headtube meets the down tube making it stiffer and more resistant to side
loading, ensuring precise steering and bicycle control.
• It allows fork manufacturers to make a stronger crown (the piece that connects the legs of the fork to the steer tube) with no weight penalty.
• Increased strength means less flex and more precision with no down sides – have your cake and eat it too.
• The bearings in the lower headset cup are oversized, allowing them to be stronger, smoother and longer-lasting.

INTEGRATED DROPOUTS
• Syntace X12 142mm x 12mm axle: stiffer, and stronger than other axle designs.
• Integrated derailleur hanger is stronger and much stiffer than conventional designs.
• Direct mount brake: Get rid of half the hardware from a normal brake and while you’re at it, toughen things up a bit and improve braking performance. Better braking, lighter system = more fun to ride.
• Clevis-less pivots: If you were to look at a normal pivot point, you would notice that the end point is connected by a piece of material welded to the tube, also known as a clevis. As we take strides forward in bicycle design, we found a way to do away with the traditional clevis system by producing clevis-less pivots. With fewer welds and custom tapered tubing, these pivots are stiffer, stronger and lighter, giving you a better ride.

CUSTOM HYDROFORMED TUBING
A great deal of time and technology goes into making every tube. This extra effort provides two major advantages. The first is that by using custom tubing, we can reduce weight while improving the strength of the bicycle, creating light, lively and exhilarating ride properties. The second is clean, inspired lines that lend to eye-catching aesthetics; a bicycle should look as good as it rides.

HANDLING
We set our focus on creating a low centre of gravity and reducing unsprung mass; the result is a bicycle that is lighter, quicker and more agile.

ONE-PIECE HOLLOFORM LINK ARM
This hyper-rigid link arm provides uncompromisingly stiff rear end that keeps the bike tracking straight and true through any terrain.

INTEGRATED DERAILLEUR HANGER
Proven to be substantially stiffer and less prone to breakage than conventional hangers.

CUSTOM STAINLESS STEEL HARDWARE
It has been said that it is the little things that count. Our custom stainless steel hardware is designed to be both precise and easy on the eyes.

FRONT DERAILLEUR
To allow the front derailleur to follow a more natural path as the suspension compresses, we have integrated the front derailleur mount onto the chainstay.

FLUID CONCEPT DESIGN
A.R.T, an optimization of the FSR suspension platform, is not a static design that is transferred from bicycle to bicycle in cookie-cutter fashion. Rather, it is a fluid design concept that is adjusted and refined to match the riding style, preferences and demands of each platform that we apply it to. Our engineers modify the characteristics and benefits of the A.R.T suspension to provide the optimal ride performance for each bicycle

INCREASED PEDALING EFFICIENCY
To combat the mortal enemy of suspension known as bob (the bouncing that occurs when pedaling), A.R.T. was designed to provide a 20% increase in chain growth.This improvement creates anti-squat forces, which effectively counter the forces that produce suspension bob. The result is an incredibly efficient power transfer that provides excellent climbing abilities for our bikes.

IMPROVED LEVERAGE RATIO CURVE
Ever notice how sometimes you can fiddle with a shock for what seems like hours, yet your suspension feels exactly the same? To remedy this, A.R.T. provides a lower and more progressive leverage ratio curve. In plain English it means that a bike with A.R.T. is easier to tune and has a bottomless feel to its suspension travel.

SQUARE-EDGE BUMP COMPLIANCE
Square-edge bumps will slow most suspension designs down in a hurry. A.R.T., however, improves the wheel’s ability to travel rearward as it travels up, allowing the wheel to move out of the way of obstacles. When put in practice it provides a smoother, faster ride over rough and varied terrain, perfect for mountain bikes.

IMPROVED BRAKING PERFORMANCE
You may have heard of brake-jack before, and perhaps you’ve seen the interesting contraptions bolted to the rear of bicycles to mitigate brak- ing forces. With A.R.T. the rearward axle path allows the suspension to remain incredibly active under braking. The result is smooth, powerful braking with fully active suspension and a whole lot of traction when you need to slow down immediately. It’s like magic, but really, it’s just good engineering.

2012 Norco Sight LE Spec





2012 Norco Revolver 1
Revolver - 29'er Marathon ($5150 - 5375 US - $2100 Frame Only)

Overview-
Maybe you are ahead of the curve, someone who can see the benefits and advantages of new technologies long before others catch on. You’re a rider who wants to lead the pack rather than follow, and a rider who doesn’t let their equipment hold them back. This 29er is de- signed for you.

The new REVOLVER from Norco brings a unique blend of technologies, spec philosophy and industrial design to 29-inch wheels. A competitive bike for the masses, the REVOLVER is a lightweight trail weapon with poised confidence on the way down and explosive speed on the way up. A bike for epic rides, endurance races and new adventures, it is agile, stiff and responsive. This is the all-trail, singletrack killer that will leave you with no regrets and an upward curve at the ends of your mouth. Once you try this 29er you’ll never be able to look at small wheels the same way again.

For fast, flowing California-style singletrack, 24-hour endurance races or just a local trail with good friends, this is the bike you need. The REVOLVER was designed to be lightweight and competitive while maintaining a healthy amount of versatility. With a carefully selected spec and a meticulously engineered and sculpted frame, this is the un-race bike that can be raced. Light enough to be competitive and stiff enough to be fun, it’s a 29er for the people ... the faster people.

The Revolver Story: Shoot First, Ask Questions Later

If you already ride a 29er, then you know. You know they are quicker, smoother and more fun than their small-wheeled counterparts. You know that with the right 29er you are faster than the competition and your friends too. And you know that a 29er can be versatile and competitive. If you don’t ride a 29er, try the REVOLVER. Then you’ll be in the know too.

Quickly gaining traction as the definitive choice for riders that want unmatched speed and a smooth ride, 29ers are moving into the main- stream. To date, though, many 29ers lacked the versatility that riders hunger for. We took note and engineered the REVOLVER from the ground up to be a bike that will turn heads and convert 26” diehards. Nimble yet stable, versatile yet lightweight, this unique combination was made possible by combining an excellent component spec with a carefully designed frame.

Built on the new A.R.T. suspension platform, the REVOLVER combines technologies like a tapered head tube, integrated dropouts and custom hydroformed tubing. The end result is a bicycle that is incredibly stiff and efficient while remaining lightweight. Surprising to many riders is the balance that the REVOLVER finds between both climbing and descending abilities, while being capable of winning endurance races.

FRAME TECHNOLOGY
Every aspect of the design, suspension and spec was carefully scrutinized, engineered and tuned to ensure that the final product is as close to perfection as possible. With 100 mm of trail optimized a.R.T. Travel creating a rigid, active and efficient platform, the revolver provides an ideal riding experience. The suspension kinematics were carefully refined to create the perfect balance of pedaling efficiency and bump compliance. The frame is lightweight yet laterally rigid for precise and nimble handling characteristics. The end result is a beautifully balanced and efficient bicycle that is above all fast!

• 100 Mm of a.R.T. (Advanced ride technology) rear suspension travel. Pivot placement has been optimized for xc/trail performance to take advantage of four main benefits: increased pedaling efficiency, improved braking performance, increased square-edge bump compliance and easier-to-tune, bottomless-feeling suspension.
• Custom hydroformed tubeset: each tube has been meticulously engineered to be lightweight and stiff, providing a responsive and lively bike that goes exactly where it is pointed. Using hydroforming also allowed us to shape the tubes to create an aesthetically stunning frame. Some key frame features are:
• seat tube with integrated link arm pivot asymmetrical seatstay tubing curved top tube for low stand-over height
• Holloform® link arm: forged and then welded to create a one-piece linkarm that resists torsional forces and provides a solid, predictable ride
• Wrap-around seatstay yoke: by wrapping the seatstay yoke around the front of the seat tube, the rear wheel can come closer to the seat tube at full travel. This allows for a shorter chainstay length which improves the handling characteristics.
• Integrated dropout design: forged dropouts with integrated axle and pivot points, integral brake caliper post-mount and seat stay support gussets. This unique structure works with the holloform link arm to provide an incredibly stiff rear triangle that resists the lat- eral forces of the rear wheel. The bike tracks straight and is very stable and predictable. The integrated dropout design of the revolver includes:
+ Syntace x-12 142 mm x 12 mm axle: stiffer and stronger than other axle designs.
+ Integrated derailleur hanger is stronger and much stiffer than conventional designs for crisp, precise shifting in any
condition.
+ Post-mount brake mount: reduces the mounting hardware to half of a normal brake mount, provides a stiffer interface
for the brake and reduces brake noise. The net effect is improved braking performance.
+ Integrated gussets: strong, light and nice to look at, these stiffen the rear end, improving riding performance.
• al welded to the tube, also known as a clevis. A stride forward in bicycle design, we found a way to eliminate the clevis by mounting the pivot hardware directly into the tapered tube design. With fewer welds these pivots are stiffer, stronger and lighter, giving you a better ride.
• Tapered head tube: a huge step forward in bicycle design providing three major benefits, all making the bike more responsive, stiffer and exciting to ride. + Larger tubing at the front end – where the head tube meets the top and down tubes – making it stiffer and more resistant to side loading, ensuring precise steering and bicycle control. + It allows fork manufacturers to make a stronger crown (the piece that connects the legs of the fork to the steer tube) with no weight penalty. Increased strength means less flex and more precision with no downsides.
+ The bearings in the lower headset cup are oversized, allowing them to be stronger, smoother and longer lasting.
• One-piece, asymmetric chainstay yoke: optimized strength, stiffness and weight. Also reduces chain slap by lowering the drive side chainstay.
Clevis-less pivots: if you were to look at a normal pivot point, you would notice that the end point is connected by a piece of material
• • • mounted the front derailleur to the chainstay yoke, to improve shifting performance.
Forged lower shock mounts: designed to better disperse shock forces by creating an improved structure near the bb area. Proprietary aluminum and stainless steel pivot/shock hardware: simple and stays tight. Chainstay mounted front derailleur: to allow the front derailleur to follow the suspension as it moves through its travel, we have MULTI-PLATFORM DESIGN

More than a single suspension system, A.R.T. is optimized for each frame platform. Our engineers strategically refine the pivot locations to tune suspension characteristics for each application so that every frame excels in its intended environment.

INCREASED PEDALING EFFICIENCY
To combat the mortal enemy of suspension known as bob (the bouncing that occurs when pedaling), A.R.T. was designed to provide increased chain growth. This creates anti-squat forces, effectively counteracting the forces that produce suspension bob. The result is incredibly efficient power transfer and excellent climbing ability for our bikes.

INCREASED SQUARE-EDGE BUMP COMPLIANCE
Square-edge bumps will slow most suspension designs down in a hurry. A.R.T., however, improves the wheel’s ability to travel rearward as it travels up, allowing the wheel to move out of the way of obstacles. When put in practice, this provides a smoother, faster ride over rough and varied terrain, perfect for mountain bikes.

IMPROVED BRAKING PERFORMANCE
You may have heard of brake-jack before, and perhaps you’ve seen the interesting contraptions bolted to the rear of bicycles to mitigate braking forces. With A.R.T. the rearward axle path allows the suspension to remain incredibly active under braking. The result is smooth, powerful braking with fully active suspension and a whole lot of traction when you need to slow down immediately.

IMPROVED LEVERAGE RATIO CURVE
To make the suspension easier to tune and give it the bottomless feel riders are looking for, A.R.T. suspension uses a progressive lever- age ratio curve. At the beginning of the stroke, the shock is very responsive to improve traction and small bump absorption. As the shock goes through its stroke, it becomes progressively stiffer to absorb larger bumps, drops or hits. We also lowered the overall leverage ratio to reduce forces in the shock and increase tuneability and shock life.

SPEC PHILOSOPHY
A bicycle is really the sum of its parts; the frame, the fork, the wheels and the brakes are useless by themselves. But when you put it all together, that is when the magic happens.

We have taken our time and carefully selected the ideal combination of parts to complement the frame and ultimately the rider’s needs. It is our philosophy that bicycles need to be versatile, enabling riders to explore their idea of adventure wherever the trail or road may take them. Our component specs reflect this ideology and provide the perfect blend of true performance and versatility. The REVOLVER spec was selected to provide cross-country performance with all-mountain prowess, so it’s both lightweight and adaptable. These are some of the highlights of the spec:
• 3 x 10 drivetrains (44/33/22 front with 11-36 rear): provide a real granny-gear for improved performance when climb ing. We’ve found that some 2 x 10 combinations are punishing while climbing steep terrain on a 29er, unless you have legs and lungs of steel, so we opted for the extra ring to ensure that the perfect gear ratio is only a click away.
• Wider 680 mm low-rise (15 mm) bars and shorter stems than traditional XC bikes. More leverage and control while enabling an aggressive body position improves performance on a variety of trails.
• 100 mm travel forks with 20 mm and 15 mm dropouts, tapered steer tube and remote lockout lever for all Revolver models. Stiffer axle and steer tube as well as offering a quick lockout climbing setting.
• 29” tubeless-compatible rims for Revolver 1 and 2. Gives you the option to run a tubeless for weight savings, lower tire pressure and fewer pinch flats.
• Lockout or ProPedal rear air shocks improve climbing efficiency.
• 160mm front and rear brake rotors: lightweight with all of the stopping power you need, and some to spare.
• Colour ties on components, including saddle graphics, rim graphics, bar, stem and seatpost: the aesthetic is an impor tant part of a bicycle and we’ve gone over and refined every detail to ensure the perfect ride and look.
• Low-stack headsets: We have specifically used a low-stack 1.6 mm or 5.3 mm top cone to allow for lower stem height adjustment. Bikes will come with spacers for adjustment.
• Larger volume 29 x 2.2 tires with trail (mid-knob design tread), work well with the larger 29” wheels.

2012 Norco Revolver 1 Spec





2012 Norco two50
Dirt / Street (150, 250, RYDE, HAVOC, MAGNUM)


A balanced mix of BMX and mountain biking, Dirt/Street takes BMX style and fuses it with big-wheel speed. It’s one bike for trails, skate parks and dirt jumps. Norco pioneered this style of bicycle and as riders continue to advance the sport, making larger jumps, learning new tricks and pushing the boundaries of what is possible on a bicycle, our bikes have evolved too. A unique culture has developed within the sport, bridging the gap between BMX and mountain bikes, and we’ve been there since the start.

• dirt jump, street riding, park riding. Entry-level to pro-level bikes.
• Low stand-over dirt jump and park frames in a short and long top tube frame with short 389 mm chainstay – responsive, easy to manual and do spin tricks
• Mid BMX BB and integrated Campy-style head tube on all dirt/street frames – proven BMX standards for strength, durability and ease of assembly
• New single-sided integrated seat clamp in the top tube on Two50, Ryde and One 25 – clean design and light weight
• Chromoly top tube and down tube on Havoc 26 and Havoc 24 (was high tensile steel in 2011) – lighter weight and stronger
• New curved seatstay bridge on Two50, Ryde and One25 – cleaner design, stronger
• New taper lock dropouts on Two50– patented dropout lock washer that replaces external chain tensioners (lighter and cleaner designed dropout)
• New butted hydroformed top tube on Two50 along with chainstays and downtube – stronger and lighter weight with added style
• Removable cable guides on Two50 - cleaner frame if riding brakeless
• New matte raw finish on Two50 with smooth welding – cleaner looking and lighter weight
• New geared 6061 alloy frame (Magnum). Geometry based off 2011 Rampage frame. Two sizes, Short = 565 mm top tube, Long = 578 mm top tube. Semi-integrated head tube, ISCG mounts, 68.5 HA.

2012 Norco two50 specs.





2012 Norco Rev
BMX - 20 inches of fun!

BMX bikes to fit each rider needs correctly. New size specific bars determined by the length of the top tube of the bike. Unique graphic pack- ages for each bike to express individuality of the bike and rider. Flat, matte, and raw finishes mixed in with Chrome and anodized parts for a little bit of flash.
BMX can be for anyone between the ages of 10 to 50. From the kids riding to school, the pro level rider to the 40 something rider that want to hit the bowls again like they did when they were a kid. BMX spans a lot of riders and consumers and is still growing in popularity.
• Dirt Jump, Street Riding, Park Riding. Entry level to Pro level freestyle BMX bikes.
• New 18” wheel BMX bike, Diesel 18. Designed for smaller riders that want a higher performance spec.
• New “Brakeless” compatible bike, Siege. Frame and for have no brake mounts or bosses. Bike will come equipped with two caliper mounted brakes.
• 2.35” max tire clearance front and rear. More stability in the rear, larger tire in the front better for stalls and manuals.
• Clean graphics, flat paints, raw and polish finishes. Removable decals..
• Size specific handlebars for top tube sizes. 21” = 8.5” rise x 29” width. 20.5” = 8” rise x 28” width. 20” = 7.5” rise x 27” width.
• New thick padded Kevlar cover 1 pc seat and alloy post combo. Embossed Norco BMX logo. Light weight and great for grip when doing barspins and no handers.
• Compact 25/9 Gear ratio, tapered forks, Mid BB, and micro drop outs for all models. Lighter and stronger. • Top tube sizing options: 21” & 20.5” on Rev, Deviant, Siege, Nail, and Volt. 20.5” and 20” on Ares. 18” top tube on Diesel 18. • One piece full chromoly steer tube fork with 2/8” Cast Sropouts on Rev. Lighter and stronger. • Size specific seat tube lengths determined by the top tube length. 21” = 235mm / 20.5” = 225mm.

2012 Norco REv Spec




Learn more about all things Norco on their site at www.norco.com.

Author Info:
brule avatar

Member since Mar 27, 2001
3,581 articles

357 Comments
  • 93 6
 $9200 for an aluminum Norco trail bike!! No sane person will spend that even if it does come with the nicest wheels money can buy.
  • 10 1
 you'd think that they'd want to advertise a low weight on that one to better justify the outrageous moon price..!
  • 83 25
 The DH bike looks just like the Trek Session
  • 44 6
 Pritty shure that has been said about every bike ever.
  • 8 0
 i'm sure its a typo....
  • 7 0
 not a typo I just got the order catalog.. Sweet parts package though.
  • 12 5
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 32 1
 But;...$9,500...even for the HIGHEST parts spec, is ridiculous. You give me 10 grand, and I promise you I can build a better/lighter bike than that. It's a great bike, but there's not 10 grand worth of bike there.
  • 10 3
 Yeah, even at a top-of-the-line level, there are other bikes from different companies with similar quality components, and a price tag lower by thousands, at a price like that, i would at least expect a carbon frame, or some ground-breaking-technology aluminum... To me, it really seems like theyre trying a just adjust their old frames, spec them with amazing parts, and put a rediculous price on it to make it seem "high-quality". I can assure you, that unless you are riding for norco, very few would buy a bike like that for that price (and on a professional bikers salary, they couldnt if they wanted to)
Im not saying it isnt a great bike with a spec list to die for, just that, in competition with the other companies, and in competition with people who build up a bike to what they want for cheaper than stock, they cant have a 9500 USD price tag and expect it to sell like other popular bikes

This IS obviously the highest quality they have to put out, but other bikes of this quality are much cheaper to buy
  • 15 2
 Is that price correct?! That is the most insane, inflated, ridiculous price for a bike. I'd have to live in the cardboard box it comes in if I bought that! I guess Norco is moving away from it's grassroots, weekend warrior market and going for the rich, smarmy dentist market instead.
  • 8 1
 well if its not a typo then that is out of control. my carbon v10 was much less than that, and carbon nomad would be as well. for an aluminum bike that is silly
  • 7 2
 Quote "The TRUAX is designed for those riders who are just as likely to pedal up to the trailhead as they are to take a shuttle or chairlift to the top of the mountain before they dive in and revel in their descent".

Can someone please explain why this bike would have a single ring and guide if this statement is true?
  • 2 4
 i definitly agry
  • 17 0
 ALL THAT MONEY AND YOU DON'T EVEN GET PEDALS, HOT DAMN hahahahahahahahahaha
  • 6 0
 The bike may look like a session, but t won't feel anything like it. Norco modified Specialized's FSR linkage which has very different leverage ratios than the full-floater linkage from Trek
  • 2 0
 Since norco modified specialized's FSR will they still have to pay for royalties to specialized?
  • 2 0
 You are wrong dude... the pivot is on the chainstay, take a better look.
  • 5 0
 I'm just going to throw it out there, that Norco costs more then my blur, that I've built up aftermarket with the same wheels, better cranks, and more carbon components... soo $9500 is insane unless the added weight they include is money back for paying so much.
  • 2 0
 and the blur has a nicer carbon frame... then that norco to begin with
  • 8 2
 for all the people saying that they copy trek, they arent really copying trek, they just see the session and realize its advantages and its looks then they use it and make their own bike. i personally dont like trek at all. no offense if any trek lover reads this, i think trek bikes are way overpriced, especially their road bikes. so stop ranting about the similarity of the DH bike and the trek session 88. if you like treks then get a trek, if you like a different company then get a different company. it doesnt really matter at all. by the way, bring on the neg props.
  • 8 0
 Anyone who thinks it is the same as the trek session is retarded. The linkage is completely differant. It has a front and rear triangle, congratulations it is the same as 90% of other bikes. The trek runs a "floating" rear suspension design, putting a pivot in the rear axel and isolating the rear suspension from the front triangle. Norco used FSR tech from specialized which has the pivot below the rear axel and is attached to the front triangle at two positions, one at the chain stay one at the bottom of the rear shock. All you kids with the hooligans cant tell the differance
  • 6 1
 im no expert but honestly it seems like most bike companies are all starting to come towards the same type of geometry cause maybe it is the best, there is no copying theese are all legit businesses and they do their own thing
  • 3 0
 The geometry works so companies are using it. The big thing is the linkage they use for the suspension, that is what makes a bike ride and preform differently. Norcos new ART link is great I think, It is very similar to FSR but provides the wheel with more backwards movement in the stroke which would make it take hits better. Yes the bike is over priced but it doesn't start at this price. My ordering book says that it should start around 3300 i think.. that is totally doable. Save you pennies!
  • 2 0
 stop giving credits to Trek!!! Specialized introduced this design erlier, in 2007 with enduro sl model
www.specialized.com/OA_MEDIA/2007/bikes/07EnduroSLProCarbon_Blu2_l.jpg
  • 1 0
 that enduros linkage is different from the treks, the fact is it just looks the same with a blurred eye. same goes with the majority of other bikes. they all work VERY DIFFERENT!
  • 1 0
 no it was ironhorse back in 2004
  • 3 0
 there are also other styled frames that look nothing like the bikes being discussed, and are still very good. i think the demo8 is the coolest looking bike out there, also one of the best. i dont see why people like frames like the session and and stuff.
  • 2 0
 whoever spends 7500 dollars on a bike is a fricken moron
  • 1 1
 true, its very selfish!
  • 35 1
 You guys saying it's a Trek don't have a single clue what you're talking about. It uses a different suspension design entirely from Trek, which if you've actually ridden either one of them is slightly better. You might as well say that Trek stole the design from Kona cause they both use a rocker link and a vertically mounted shock.
  • 5 0
 THANK YOU.
  • 3 1
 seeing these in real life you also begin to realise they look nothing like a trek.
  • 5 9
flag Waldon83 (Jul 19, 2011 at 16:54) (Below Threshold)
 Keep your pants on Vancouver , , , , people are saying it LOOKS like a Trek, that is ALL they are saying.

I haven't read anywhere that says, "Gee, that bikes suspension rocker and pivot design and seat post clamp and rear axel are exactly the same"

Way to lose it at people thinking it 'looks' like a Session
  • 2 0
 I have a session and I have seen one of the DH bikes in person 2 week ends ago and that bike looks a bit like a trek from a distance but once you get closer it looks a lot cleaner and nicer. The pivots look really clean and the frames lines are so much smoother then treks. Not saying treks doesn't look clean as the new 9.9 looks really smooth. At the end of they day tho it doesn't Really matter how the bike looks but how it rides. So stop saying oh it looks like this and that an instead wait and see how it rides and compare it to other bikes on how it rides.
  • 2 6
flag seraph (Jul 19, 2011 at 20:30) (Below Threshold)
 Well it does look like a Trek to me, but not because of the vertical rear shock set up. It looks like a Session to me because of the Full Floater rip off.
  • 2 1
 Here's a side by side comparison. Look even that the round thing near the headtube. www.pinkbike.com/photo/6882164
  • 10 2
 That Trek looks like a Norco.
  • 1 1
 its no secret. norco pays specialized to use its FSR suspension technology plus you add the looks of a trek session and you end up with this bike. a trek session that uses FSR instead of trek's ABP and full floater. i don't get it why i got neg propped.
  • 34 3
 Wtf Norco... Who do they expect is gonna drop 8 grand for a complete bike? That's just ridiculous. I'll be surprised if you can even count on two hands how many of those they will have sold by the end of next year.
  • 9 1
 Look at the spec list on it... It's gonna be more convenient for the people that want those parts and that frame to buy the entire bike than it is peice by peice.
  • 7 1
 9 large for the range! idgaf
  • 11 1
 It's quite steep IMO. They could've done it for 6 flat. But Norco just screwed us.
  • 5 0
 i reckon they'll sell lower spec versions though... like they've previously done
  • 3 4
 But will they ? That's the question...

I'd just buy the frame and spec the shit out of it. I could probably put my most wanted parts on that bad boy for around $8000....
  • 5 1
 The spec list is amazing but if you can afford those specs I'm sure you could build one from the frame up. What about people who want the new dh but don't want to drop 7000 on stock build even if it is amazing specs.
  • 6 5
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 3 0
 Um... build a custom DH rig and it'll hit that, easy.
BEFORE YOU SAY IT:
What if the consumer WANTS EXACTLY THAT PARTS SPEC, so this bike is his "custom" rig, so there...
Get over it, folks. Go look at Scott and Specialized, my two loyal brands; both have had bikes over that limit before this model year.
  • 1 0
 i know building a full custom dh bike would hit that much money, my point was that if you could afford to buy the bike with that spec you could be able to build one too, and that looking at that bike theres nothing for the people who dont need/want a 7k bike. but as i was just told by brule^ these are only the high end models, so they will have a lowered spec options as well.
  • 3 0
 I don't think you understand that Norco doesn't expect to sell that many of the top end bicycles.

If you wan't the best parts you can buy on your norco its available, but those models will be limited and will be vastly outnumbered by the more reasonable priced/spec'd models.
  • 2 0
 I agree. Its not like there going to build a million of these kinds of bikes. They know they wont sell many but its still there incase people want the option.
  • 2 1
 Just buy one on clearout at 50%-off next June.
  • 21 1
 So many people on this board have their head stuck so far up their own ass. Why don't read the DETAILS under the each one of the models?? Read up the section "Gravity Tune" under the Aurum, just that will put the Aurum above most of the crop of current DH bikes.

You also keep on emphasizing on the $9400 price tags of a couple of these bikes... Norco specced the LE models to be just that "Limited Edition" as in they aren't going to be bringing in huge numbers, those bikes will be for the customer that wants and can afford the best... i.e.: Specialized S-Works models. Last I checked, the new Giant Glory 00 was specced with damn near the same parts as the Aurum 1, yet the glory is almost $300 more...

2012 will be a huge year for Norco, and what you seen here is only the beginning. Giver with the Neg props.

Cheers Beer
  • 3 9
flag Bmxerch (Jul 19, 2011 at 20:28) (Below Threshold)
 You say this why ? A company SHOULD NOT advertise their highest line product as a first glance. It's a total TURN OFF. I don't give a shit what it says under details.
  • 1 1
 I don't mind the price tag on the Aurum. 7350USD for a high end DH bike isn't too much asked. Gravity tune is something new and very interesting.

The Range on the other hand... That one costs 9000USD. Far too much for an aluminum stock bike, even for a "LE".

I emphasize the price tags on some of these bikes, yes. I also emphasize the price tags on other brands' top notch bikes. For that money, you can build better yourself and completely to your likings.

Funny how you compare the Aurum to the Glory... "Near the same" and "almost $300 more"
  • 1 2
 Funny how the Glory is actually a fully proven bike... I'm not seeing many WC racers from Norco.... Book
  • 2 0
 Funny how Giant has wayyyyy deeper pockets to support more WC racers...
  • 2 0
 Ben Reid and Dan Stanbridge have been on Norco's since last year and have been riding the new platform since before x-mas 2010. Dirt Norco team!
  • 1 0
 @Robby Briers, My comments above were more directed to the newbs commenting on how the Aurum looks like a Trek Session.

As far as the Range and Sight LE, the main problem is frame materiel?? So if it was made out of Carbon, 9k would be more respectable?? What if the Aluminum version does not have a significant difference in weight and is even more reliable then carbon fiber. Go into the price books at your local bike shop and look up retail prices part for part and youll see prices will add up quick, im not talking pricing through CRC.

I spoke great lengths with one of the head engineers(he actually rides a bike) over at Norco last week, and I asked him why didnt they try carbon fiber... He believes Aluminum when it is properly build, like it is with 2012 Norco Bikes, you dont need carbon fiber. Maybe they'll try it in the near future.. That I cant say 100%, what I do know(after having RIDDEN both bikes) the Norco Sight 1 with full XT at $5400 effin shreds both the uphills and downhills, and the Aurum 1 takes square edge hits like a champ.

@Bmxmerch, Use goggle and look up the names @FamilyMan gave you. Meet up with either of them, if you can beat either of them down a hill, Ill buy you a great job sticker.
  • 1 2
 ??? Did I say I could beat them ? No... Didn't think so.

I said " I don't see MANY WC Racers from Norco "

Facepalm

Comprehension, learn it.
  • 1 0
 Saying that the Aurum looks like a Trek is total BS, 90% agreed. The other 10% goes to the fact that it somehow has a lot of common when you look at it for the first time. When I was the photo in the news section I thought it was a Trek, until I read the title that goes along. When I read the description under the Aurum, it became clear: it is a totally different bike. But that wasn't my point.

My concern was about the high prices, yes. Carbon fiber has a major negative aspect: one good crash and the frame could crack easily. Aluminum would dent and scratch in that case.

When I bought my frame, I carefully did some research about the Nomad frame, and the Nomad carbon frame. I've barely seen a broken aluminum Nomad frame. Aluminum is enough I thought. So why did they make a carbon frame? Santa Cruz claims their Nomad carbon frame to be stronger and lighter than the aluminum version. So in my opinion, and confirmed by many tests so far, when carbon is used properly, and a frame is designed and built properly, carbon fiber will be leader over aluminum.
  • 1 0
 Pretty much all top range bikes for XC are made of carbon fiber. If they are made of aluminum, they won't be as stiff/strong/light. If that is true for XC, why wouldn't it be for AM? Even for the rough demands of DH racing, Santa Cruz, Trek and some other brands have proven carbon fiber to be more than strong enough, shaving many grams off the scale.

This said, I agree with you when you say you don't need carbon fiber. BUT, why would you pay the same price for a aluminum bike when you can get a better carbon one built to your exact likings? I would not. Certainly not a Norco. Not that I dislike the brand, other options are more appealing to me. That might be personal taste, but I'm pretty convinced that when people are willing to spend that much on a bike, they might aswell build one from scratch.

My 2007 Specialized Enduro Comp with XT crankset and x9 was one of the first sub 13kg (28.5lbs) 150mm enduro bikes and it costed less than 4000USD. That bike went uphill and downhill like no other bike I had ever ridden. And I am talking about a "oh so overpriced" Specialized.
  • 2 0
 RobbyBriers, Out of all the BS on PB someone like you finally talks back with facts and logic! Good on ya Beer

IMHO, Aluminum has done me so far so good. I do understand your point of Carbon made bikes now being competitively prices against their metallic counterparts. I especially know that Santa Cruz engineer quite a protection layer onto their Carbon bikes, especially the new V10C. I just feel at my weight and my style, I don't trust carbon as much as I do Aluminum.

As far as the ride the new Aurum offers, I love it. According to a little bird, the frame is supposed to come with a CCDB and Angleset in either the LE White or Dirt Team colors... All for around $2600CAD.
  • 1 1
 @Robby - You cannot deny that it looks 97% identical to a Trek Session. The chainstays, the linkage, how the shock is mounted, the integrated fork bumpers.

It's a fact that these look almost exactly the same as the Session.

And if I'm paying 7350 for this " top of the line " bike, I'll take my money to Trek, who's bikes are cheaper, and as far as I'm concerned, a hell of alot better.
  • 3 0
 I hate bringing religious stuff into this, but Jesus Christ Bmxerch!

The trek session uses a full floater system: venturesportimports.com/images/trek-session-88-2011-mountain-bike-frame.jpg whereas the Aurum uses a 4-link suspension design where the shock is mounted on the frame: fiinschliff.ch/blog/wp-content/uploads/2011/07/aurum-1.jpg

If you look closely at this image: www.pinkbike.com/photo/6882164 you can see the Aurum compared to a Session. With a different suspension design, a shorter shock link and the shock in a different angle, a downtube half as thick, a non-symetrical lower link and a intergrated seatclamp; no, the Aurum does not look like a Trek Session.

You should see that by now, you had time enough to look at the bike closely.
  • 1 2
 Uhh.... Facepalm

Looks and functionality are two COMPLETELY different things. You're talking about how the suspension is different.

That's cool and all, and I know this now,

BUT, at a distance people will say " Oh look, another trendwhore bike " and not even bother.
  • 1 0
 for those still interested i talked to the norco guys at crankworx and these bikes are the top of the line models. there are aurums starting at the 3500ish mark up to 5500 ish and then this one for 7.
  • 16 1
 There's also an Aurum 1 coming in around $5500 that will blow everybody else out of the water. You armchair engineers make me laugh, if it looks the same it must be a copy right? Wrong. You have no basis for your comments other than what you see in a picture completely disregarding the fact that all this has been done before. Trek has the same profile as a Kona, which is similar to the old Giant AC's. Tell you what, go read something about ART/FSR vs ABP and than come back and shoot your mouth off. ABP is Trek trying to emulate exactly what ART/FSR does without having to pay Specialized.
  • 2 4
 i agree, but you have to admit that the arching top tube on the DH (especially) is really a lot like Trek's signature top tube which wasn't done by Kona or on any of the AC's...
  • 4 0
 Can you think of any other way of having good stand over clearance with out using a similar design?
  • 20 3
 The new Norco DH bike is the best looking Norco that i have ever seen,good work Norco
  • 10 0
 i agree, sick bikes, met two team riders riding them, but why 157 x 12 rear hub? like seriously? dimensions on rear hubs are just getting retarded.
  • 2 1
 treck doing the same thing with hup spacing but i think you can just fit a dropout adaptator to switch it back to 150
  • 1 0
 Not as bad as headsets though. That's just fucking stupid
  • 10 0
 Ahhhh, look at all the professional economists and engineers who showed up today (aka. opinionated shop rats). There must be too many words on the page for most people to educate themselves; and good thing there's purdy pictures to look at and make wild assumptions about the line despite the many new improvements, spec, technologies...or overlooking them completely. If Norco has to take one thing out of this exercise of showcasing their latest offerings is to dumb things down for the masses and use less words. After all, why provide information if everyone and their sister knows it all anyway.
  • 1 0
 well said
  • 8 1
 Nice looking bikes but $8000 for a stock bike? This is coming from Norco? I remember Norco being a riders company, with great customer service and quality bikes that the every-man weekend warrior could afford but I guess this is turning into an elitist sport.
  • 1 0
 Look at the spec list... I think $444 cranks are a little much. They could've toned it way down on the spec and lots of people would buy it. I wouldn't mind trying one though...
  • 6 0
 I don't know if its an elitist sport but Norco has to seriously consider a revamp on these prices. They do not have the brand equity to come in with these high end price points. Certain brands can get away with this; others like Norco cannot. Remember the last time Norco had high pricepoints in like 2009. If I remember correctly this lead to a whole lot of discounted bikes out there (even advertised directly on Norco.com). It just seems to me that having a ubiquitous, 'every-man's' brand like Norco is at odds with limited edition prices.
  • 5 4
 Well... If this is going to be the case, I wouldn't mind waiting until the end of this year to pick up a discounted Dh rig... Not. Razz

If people can get Trek, Transition, Commencal, and Nukeproof for cheaper, they will over some Session copycat.

Bravo Norco, bravo.
  • 3 0
 as for pricing and build specs, keep in mind that these are the flgaship models and Norco always seems to have a 1, 2, and 3 model. Those will have the toned down cranks and such. Look at the differences in specs between a 2010 Shore 1 and a 2010 Shore 3, they're pretty much night and day...
  • 1 3
 For the DH bike i'd at least expect Fox 40's with it at that price, not boxxers!
  • 6 9
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 0
 Shane, I think they run boxxers on it for the same reason as the wc team does. Not 100% though

I wish BOS could grow into a bigger company, they could easily blow all other suspension companies out of the water
  • 10 1
 they look sick,especially the DH rig
  • 12 2
 WAY, WAY to expensive for me....
  • 5 4
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 1
 im sorry but i dont think anyone should pay that much and if you are paying that much you better be fast and i mean STUPID FAST!!
  • 1 2
 Wasn't norco suppose to be one of the best bang for your buck before? 9000$ for an all-mountain bike is WAY too expensive and even the top of the line from every other companies haven't been THAT expensive!
  • 2 3
 You could build a better bike for less Book
  • 2 0
 hey brule where is the additional pics>?
  • 1 0
 Lumpy - Sorry we are currently at Crankworx and the additional Norco info is going to have to wait a few more days - time constraints to get everything done - thanks for asking though.
  • 3 0
 $9000 for a stock bike!!! Eek Our sport is heading for a major depression if it follows this path! Rolleyes
  • 1 0
 thanks brule
  • 13 5
 Nice bikes! dh/freeride bikes looking a bit like session but just my opinion
  • 9 0
 good to see cane creek and e13 "smaller company" components being used
  • 5 17
flag jtnord (Jul 19, 2011 at 11:40) (Below Threshold)
 It is a session silly
  • 2 1
 Anyone else notice yet another new hub standard? (157 x 12)
  • 1 1
 yeah looks like norco just gave a huge step!
  • 4 2
 Same standard as the 2012 session
  • 8 0
 Suspension is very different from a session.... horst link and a non-floating shock mount for starters.
  • 3 0
 haha of course it isnt a session. Similar design but very different geo and suspension like scriz said. You guys are too serious...
  • 8 0
 I honestly think that they cost way too much for what they are...
  • 3 0
 12x157?? F THAT !!!!!!!!!!!!!!!!!!!!!!!! we don't need 67 different axle sizes. Really we don't!
  • 5 0
 I know of no other bike company which uses custom sized rear triangle members for different sized frames. Very expensive to do, but something which makes way too much sense. Almost every other bike on the market slaps the same rear end onto differently sized front triangles.
  • 8 0
 was hoping to see a slopestyle rig Frown
  • 8 0
 Looks 44984033X better than the older dh bike!
  • 5 1
 a lot of bikes look similar but past the first glance the DH bike is clearly not a "session knock off". To be perfectly honest this is the first line from Norco I would be proud to ride, Nice job on that boys! But who ever is in charge of specing these bikes got ahead of them self... 9K for a stock AM bike, your kidding right?
  • 2 1
 looks like yes, at first glance...
  • 1 1
 @j-peters thanks for repeating what i said.
  • 1 0
 yeah bro...
  • 6 2
 LOL, who will pay for Norco more than for Intense or Turner..this price looks like stupid kidding =)
new Tracer frame is 2000$, new fox36 is 1000$, mavic or i9 high level wheels lets say 1000, this is 4k$ total - where is another 5k$ for trail bike from NORCO? maybe they are using golden hoses or smth else...?
  • 6 12
flag brule (Jul 19, 2011 at 13:27) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 0
 Uh, take a look at the $2500 wheels and the rest of the SLICK AS SHIZ spec list, that's where the coin is at.
Plus an upcharge for all the extra Kokanee they're swilling this week... LOL
  • 1 0
 Feel free to tell me where the extra 400 odd quid comes from in a transition tr450 with an RC4 over a Scalp with a CCBD? Wheres the logic in that, both linkage driven single pivots, just one has a far superior shock and is 40 odd less
  • 4 0
 If you outfitted an intense frame with the same spec list it would be in the same price range if not quite a bit more r-tard

You could say the top end models of the norcos this year may be a little too high spec'd for their usual market share but instead you made a comment that was just wrong. PS mavic and I9 wheels are both well over 1000$ retail and you left out breaks, drivetrain (cranks are a big ticket item), cockpit and tires which add up to well over 1000$

There is nothing stupid about the pricing, next time ask a friend who can use a calculator before shooting your mouth off.
  • 1 0
 hey you can have just a little bit of brainz to think that someone will buy Norco instead of Intense (SC, Turner etc) with the same price and specs.
And I am even will not tell that retail price and oem price for the manufacturers "a bit" different. And even if this will not enough for you then look at the any normal online store, take the calculator and then go to Norco and kiss their ass for their "reasonable" prices.
  • 6 0
 Norco has many pricepoints on all models. There are just the ultra high end models. The DH for example: $7400, $5400, $3550. Same goes for all categories.
  • 9 1
 Way too expensive! Come on Brule...cut and paste one more here!
  • 1 0
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day. We are no way in Norcos back pocket and this does not reflect upon our reviews and opinions...maybe
  • 7 1
 almost $7000 for a freeride bike and over 9000 for an all mountain?!?! what is the world coming to..
  • 7 3
 Raping our wallets. That's what the world is coming to Cry
  • 2 1
 Can any one agree that mountain bikes have become more expensive than buying a brand new Motocross bike.
  • 1 1
 It's about the same.....

I can get a never ridden 2010 Yamaha yz250f for 7000 Smile
  • 6 14
flag brule (Jul 19, 2011 at 13:25) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 3 1
 @brule - That still doesn't justify selling a $9500 + tax mountain bike.
  • 5 1
 The $2000+ carbon wheelset, carbon bars, cranks, reverb, full xo, or xx kinda justify that on the range. Might not be worth it to you, or myself for that matter, but that is one top of the line dream build right there. Hell, the wheels alone cost as much as the frame. I bet they'll have one starting sub $4k, maybe even below $3k like they do now.

Just look at the frame prices which are all very reasonable. They will have lots of cheaper builds out there. These are just the ones to make you drool over them.
  • 1 1
 I really don't see this as being any better than the Range SE from last year that was full XO and XX with Crank Brothers wheelset and that was nearly $2000 cheaper! $2000!!! Even if you consider the carbon wheels to be an improvement it's not a difference of that much money.
  • 2 1
 y'all need to stop being so poor. If you don't have $9k to drop on a bike, go buy a mongoose or a KHS or something. There are some people who have the money, and are willing to pay extra for something really nice.
  • 2 9
flag Bmxerch (Jul 19, 2011 at 20:22) (Below Threshold)
 Not everyone has $9000 to drop on a bike... Infact only about 25-30% do.

Norco made a shit choice in carbon everything, thus pricing the bike way to high for someone to afford.

I'm going to buy TWO Tr450's for that price. f*ck Norco.
  • 3 0
 Will your two tr 450's have as good a spec as these?

I don't know why it's so hard to understand that Norco will have a range of builds. I bet they'll have one that's a better value than the tr 450. Check out the updated price range, $3400 for the entry level DH! Does that make you think the 450 is a rip off now? (Not bagging on the 450, it'll probably be my next DH bike.)
  • 5 1
 Bmxerch what part of your ass did you pull that estimate from?
  • 1 0
 The t450 as far as I'm concerned, for my ridig style have a better spec than the " top of the line " Norco...

Now remember all this was said before they updated all the prices. I still think it was rather ass-ish of them to put the highest spec'd bikes and parts on pinkbike first.... Stupid mistake.

I might hash out 4000... Just remember mark-up on the stores behalf too... That's going to be a wallet raper.

I pulled the estimate out of the " Holyshitbileshopsaregonnahavemark-uptoo!! " part of my ass lol and I was refferig to the going to be 8000+ top spec bike...
  • 1 0
 You said two tr 450's and you sure won't get two stock 450 builds for the same price as the norco DH. You would have to give up the 40's, codes and XO stuff. Now if you're saying two for the price of the Range LE, well, that Range has a much, much better spec. I will agree that the 450 is a better deal than the Aurum LE. However, the Aurum still has a better build. It has better wheels, cranks, bars and saddle. Everything else is fairly equal and up to prefrence. Sorry for being argumentative, I'm just bored out of my mind with a broken leg and still a month away from being cleared to walk. I need a fun and friendly argument here and there. Cheers!
  • 1 0
 I'm saying two for the price of either...

Remember with store mark-ups, the shop I like sells Tr450's for the price listed on the Transition site. My other Norco and Spesh dealerized local stores usually end up putting anywhere from 350-500+ Just because they're douchey.

I personally prefer the spec of the Tr450 because parts are easily and inexpensively replaced because ALL the shops here have them. Rather than having to wait and spend my money on Carbon crap that I really don't need.

IMO - Transition 1, Norco 0. But that's just me. Add in the fact that it looks so similar to a Trek Session and we can all get the highest spec 88 for nearl 2000 less than a Aurum LE would be...
  • 3 0
 Saw all of these except the dirt/street and bmx models being tested on fromme and in the demo forest last week, actually got to talk to the guy who designed the truax and one of guys who did the graphics. I think that the prices are high relative to what Norco has done in the past, but at the same time if you look at the bottom end of the spectrum they're not outrageous. The 9k all mountain bikes have carbon havens, which are literally the nicest wheels you can get at the moment, and cost like 2K+ alone, so they're not as insane as it might seem.
  • 1 1
 So you're telling us that the frame fork and some brakes are worth 7000?
  • 2 0
 I don't know, i haven't priced it out myself for each item. But making statements like that, as though those are the only parts on a bike besides the wheels, is just stupid.
  • 2 0
 I actually work for Norco so I have a bias but once you ride the sight and truax you'll want it. Everyone has gotten excited about them as soon as their feet hit the pedals! Personally I'm looking at the lower end models and they're really exciting specs.
  • 6 1
 I love the DH and FR bikes, but damn these 2012 sleds are f*ck expensive! Seriously 9k for an aluminum AM rig?
  • 5 12
flag brule (Jul 19, 2011 at 13:25) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 5 0
 Norco has really come a long way. This year by far has the best specs compared to previous years!
  • 3 0
 OMG people it is not a Session, it is a Norco. Yes they share some visual aspects and Geo, but they are both meant to tackle the same terrain so they will be similar but they are completely different bikes
  • 5 0
 If I stop eating food now.......I should be able too afford one of these in about 2 1/2 years.
  • 2 0
 what else do you eat, aside food?
  • 2 0
 HEY, this is a family orientated website
  • 2 0
 Well nowadays i guess we are just forget a fact that, a good designed suspension is very good, with a good choice of components. But this comes alive just right after you learn how to ride your bike well, i mean really well. You can get an expensive bike such like this but if you can't ride it well everyone will just laught on you... I believe that the skill is by far the best choice you can choose. For example i use now a 07 custom bighit and i ride it every day in all type of weather, while i have a friend who bought a 2011 demo8 in a hope that he will faster with it than me, but the fact he is just the same, or just a little faster - he should just ride more like me and im sure he would be faster too. But im sure, if i had the money i would buy such a great bike too - the fact i don't have that money the only way i could do to be faster is: i ride every day of my life. - So im off for an awesome ride.
  • 3 0
 Look sweet and the price is what I would expect really. A bit more than I can afford, but sweet. Come on rich kids. Buy some and I'll buy your used one is two years when you get a new one as a graduation gift.
  • 2 0
 I really like the 2012 Norco line-up ... makes me proud to be a Norco bike owner. This looks to be the best line-up of bikes they have ever produced. I was thinking of going in a different direction for my next bikes, but it is pretty hard to ignore their new dh, fr, and am bikes, not to mention a nice choice of colors for this years bikes. There seems to be a few comments about prices - from my perspective the manufacturer is being upfront about the pricing on their highest end bikes, and Norco has always been known for providing a variety of specs to meet different budgets of riders.
  • 2 0
 Are Norco taking the piss... $9500 for one of their top of the rang bikes? You could buy an Intense, Foes, Yeti, Ibis, Santacruz or any of the other boutique brands out there for just over half that much! You'd have to be a complete biff to spen that money on a Norco! Norco's have never been designed to be aesthetically pleasing to the eye until now. And the only look 1/2 decent compared to what's already out. Norco needs to get a grip and sort itself out. They should hire some of the designers from the like of Intense, Foes, or Yeti!!
  • 1 0
 There's a lot of complaining about the price of these bikes. Having added up the cost of the components for the top of the range AURUM it comes to £4100. That is not including the frame and seatpost(couldn't find an individual price). It depends how much the frame will cost in the uk as to whether its overpriced. I think one of the main problems is people expect cheap norcos but it looks like a lot of thought and testing have gone into this bike. If the top of the range model is in direct competition with the glory (£2000 frame price) then a full build with the spec of the norco would be £6000, i'm sure a lot of people would complain about that. Only when proper reviews on it get done will riders know if the price is justifiable. I
  • 1 0
 Why the heck is the guy who posts the same darn comment every few lines getting a plus and its amazing how hw is almost the only one saying that and he still probably thinks he is right, although if you know the first rule of bussines the customers are always right ! (thats unless you guys arent the customers ,think about it maybe they designed it for some rich kids who wouldnt use it proparely anyways! that would be a waste though)
  • 1 0
 you know if several companies are trying to build the fastest bike they can you would think that there would be some similarities between then think about it they all are aproaching the same problem from diferent angles im sure there are re-ocurences of this in other sports
  • 1 0
 Norco's 2012 Aurum DH bike is running the exact same geometry as the 2010 Lapierre DH-920 bike which is running the same geometry as the 2008 Giant Glory DH...Lapierre couldn't sell bikes in the US because they got accused of stealing GIANT's tech, I wonder if Norco won't be able to sell in the U.S. and France.
  • 3 0
 Nice looking bikes indeed, the SIGHT fits my bill.If the recent EURO LOTTERY winners are reading this, feel free to get in touch..
  • 2 1
 Tyler keeps posting that these are the prices of the highest spec bikes. Last year the Norco Range SE which had the best build list in the lineup , including Crank Brother wheelset was MSRP of 7195. This year the MSRP of the top Range is $9000 and it is not any better than last years bike. Nearly a $2000 increase so don't try and play it down like this is not a MAJOR price hike. I'm a Norco rider myself but with these prices they've lost me. Just insane.
  • 2 1
 Dan the Carbon Easton Wheels alone add $1000 to last year's Range's spec. Bikes go up a bit each year. I'm hoping to have a full range to show later tonight/tomorrow, but if we'd started with entry level everyone would complain that they don't have high end enough bikes - no winning at this game.
  • 3 1
 So why not just wait until you have all the specs of all the bikes then before you post anything. Even if you'd done that though I don't think you would stop all these comments about high pricing. It's not just the Range.... Surely Norco must have seen this coming ? Don't get me wrong, I'm a Norco fan, I ride one myself but they just aren't the company for making $9000 rigs. I' never thought I'd see the day when a Santa Cruz bike would be the cheaper option !
  • 1 0
 Whistlerdan, your last sentence made my day. See my photos and think about my rig being cheaper.
  • 3 2
 If you can't afford these prices then don't buy it. There will be other models in the lineup that will be more agreeable to your budget I'm sure. They're only producing a few of these ultra high-end models for limited buyers so get over it, all of you.
  • 1 0
 Well, for the price you have to remember you are getting "Norco Brand" seatpost, grips, and oh.. yes, pedals are not included. (Sarcasm.)

I understand these are the top of the line models, but I just don't see the difference in price between the frame, and complete builds. On the DH Aurum Bike, the parts the parts are costing $4750 above the frame cost of $2600.? For an X0 groupo and some Easton Havoc wheels, and cockpit.? I could spec this bike build from JensonUSA.com for around $3200.
  • 1 0
 Brule, I admire your effort, but if they didn't catch your comment the first time, they probably didn't read the next 10... I'm also as big of a Norco fan as you are, I've been faithfully riding there bikes for 4 years now, and I know they probably sponsor the site so you have to say nice things about them, but they have some reasonably priced bikes that aren't spec'd with x7 in the line up. I'm looking forward to seeing it tomorrow.
  • 1 0
 The only thing i see there that remind me of trek is the one piece rocker link and that's just smart design not necessarily copying. With the rear wheel leverage/motion going back as it travels upward sounds really good to keep that momentum rolling. Sick bikes with sick parts cost alot, plain and simple. Look like sick bikes to me!!! Nice job Norco!!!
  • 1 0
 Are these bikes the Ferrari of the mtb world or something? is that why they think they can charge these prices? the last time I looked you had to earn the right to charge ott prices like that by having a strong "premium" brand" Norco is as far as I am aware way off that label.
  • 1 0
 The only thing on the aurum that reminds me of trek is the one piece rocker link and that's just good design and not really copying. maybe the integrated bumpers but again, not necessarily copying, just evolution in design. It happens in every industry with every product. I think the suspension design sounds sick what with the rear wheel moving a little backward as it travels upward. Back and out of the way to keep momentum rolling. Sounds sick and looks sick too! Sick bike with sick parts is gonna cost alot peoples. Good work Norco!!!
  • 2 0
 Hey, are all bikes featured the highest end models in each range and does the pricing reflects that as does the parts spec? Will a more complete price line up and additional pics be available at the end of the day?
  • 1 0
 I remember watching a riding DVD a while back...it may have been a NWD DVD or a Cranked or something. Anyway, I clearly remember one of the riders (don't remember which one) stating that he got into this sport because he wanted to do Moto but it was too expensive. That is no longer the case in this industry which is unfortunate for this industry. If bike/ component prices keep heading north what's stopping that first time rider from saying, "I'd rather just do moto".

The industry needs to pull it's head out of it's ass. I understand technology is getting better so bikes can be 0.2 seconds faster which is great for guys racing on the WC circuit but what about the masses of riders who aren't WC racers? Is 5K for an entry level DH bike perfectly acceptable? Try telling that to someone who wants to switch from BMX racing and has the choice between DH or moto.

The industry (not just norco) needs to figure out ways to drive the prices of these bikes down so that the masses can afford them...otherwise it is going to kill the sport. I mean I paid 7500 for my NEW '07 GSXR 750 2 years ago and there is waaaaaay more engineering that goes into that. The prices of these bikes need to be at least 2G below the cost of a 4 stroke 250cc dirt bike.
  • 1 0
 The reality is everything in life is going up. We are a user pay society and as long as there is demand raw material, labour and shipping costs will go up. End result, we overpay for stuff we want.
  • 2 2
 $9500 for a bicycle? Bwahahahaha. I can buy a brand new GSXR 1000 for that.

Carbon wheels on a mountain bike? Bwahahaaha again. good luck with that. To save what, a couple ounces? LOL

Sorry, I'll stick to my trashed 06 Norco six and still smoke 90% of the guys on the shore.

This is just getting f*&#ing ridiculous.
  • 6 2
 finally a vertical shock bike with the right side of the shock up.
  • 2 2
 you know it doesn't make a difference right?
  • 2 1
 the body of the shock is way heavier than the shaft (especially with the cane creek here) - turning it the right side up means shaving off some 200-300 grams of unsuspended mass. i'd say this translates roughly into the right side up vs wrong side up / titanium spring vs steel spring.

it's a slight difference but it's a difference that makes the rear wheel track better.
  • 2 0
 This also keeps the mass of the shock lower in the frame for better weight distribution.
  • 2 0
 i like the old 2005 style norcos better....

Oh wait nobody does, they looked like crap. Way to finally make a decent looking bike Norco... but the prices. really?
  • 6 12
flag brule (Jul 19, 2011 at 13:30) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 0
 The price is Un-Canadian. Maybe if all the parts were manufactured here but no thanks. I do like the Range though and would buy a lower priced one.
  • 5 9
flag brule (Jul 19, 2011 at 13:28) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 1 1
 At least the frame prices aren't too bad... Pretty much in line with other companies like Giant, etc... Price and all aside this looks like a really great line-up. But (for the DH) I really can't stomach another rear spacing coming out...
  • 1 0
 i meant the 12 x 157 spacing on the DH... is that what you meant..?
  • 1 0
 oh ok, i get it now...
  • 1 0
 there's no way in hell I'm buying a 157 mm wheel or frame. 150 is just fine.
  • 1 0
 What is the benefit of this new sizing? The flanges on the hub body are the same so it's not for a stronger wheel , and wider chain stays just mean more rub from riding shoes.
  • 1 0
 Thanks carlos
  • 1 1
 Anybody got a weight number for the (aluminum) Sight?
Im thinking that at 9500 USD, it better be low...
im putting my bet for 28 lbs

I understand that this is of the highest end model, and the pricing reflects that as does the parts spec, I also think we can mostly agree that even with that spec, it is too high... maybe norco will realize this when they dont sell thousands of these bikes
  • 1 0
 Well the current Range SE is 26lbs with pedals, and it's a full 6" travel platform. I'd place the sight between 24-26lbs
  • 1 0
 Heard through the grapevine the Sight le was weighing in under 25 lbs
  • 1 0
 The spec'd weight is 25.3lbs according to Norco. Which is pretty decent considering it's a 5" travel trail demon.
  • 3 0
 Good job with the size-specific chainstay lengths for the DH! Most other companies ignore this aspect!
  • 1 0
 If you don't like the prices then don't buy it. There will be others in the model lineup which may be more agreeable to your budget. They're only producing a few of each bike spec'd this way so get over it, all of you.
  • 1 1
 Ok first off too all those saying it is the same as a Trek session 88. Watch this video .http://www.pinkbike.com/video/180360/ There are many huge differences.
And to all thos complaining about the high prices. Keep in mind that only the top of the line bike of each model is displayed here. Every model is available with more economical options. Norco offering extremely hight end bikes with high end builds and yes like anything they come at price. But they still offer a full range of builds to suit any budget.
  • 1 1
 Ok first off too all those saying it is the same as a Trek session 88. Watch this video .http://www.pinkbike.com/video/180360/ There are many huge differences.
And to all thos complaining about the high prices. Keep in mind that only the top of the line bike of each model is displayed here. Every model is available with more economical options. Norco offering extremely hight end bikes with high end builds and yes like anything they come at price. They are LE models (Limited Edition). But they still offer a full range of builds to suit any budget.
  • 2 0
 not nearly worth the price, I'd say. Also, why wouldn't they just have symmetrical chain stays? Its ridiculously more strong.
  • 3 3
 Dear NORCO, sorry to break it to you but you might want to have a look at GIANT GLORYs before putting up a price like that! What's that? Fox40s and full Saint groupo for under 6k? You don't believe me? www.giant-bicycles.com/en-ca/bikes/model/glory/8091/45682 If your frame was actually hand-made in Canada (like Devinci), it might be more attractive, but FSR is old, Taiwanese frames are cheap and have no soul, and I think you've lost yours too.
  • 3 1
 do you know that 98% of the frames everybody rides are from Taiwan, even Intense has frame production in Taiwan now.

Saint is not a good choice for dh, heavy and outdated
  • 4 1
 Taiwan is the world leader in manufacturing (or one of) there is nothing wrong with stuff built there .. Just because some thing is made in canada by some stoned wood chucker does not make it higher quality or value.
  • 3 0
 every stop bitching that its out of your price range and that it looks like a trek. end of
  • 1 0
 i ride a 09 team dh, the curvy one (which i got on closeout this year)... same stuff was said about my bike.... still everyone wants to ride it. you can't build one this speced for less.
  • 1 1
 First of all, 9000USD for a stock AM/enduro bike? Who would pay that?

Secondly, this is my bike, it's custom, carbon, xtr trail, haven carbon's, reverb... And it didn't cost as much: www.pinkbike.com/photo/6854869

I don't see people spending 9K on a bike, not on a Norco. It's gonna go down the same road as the 2011 Giant top notch RR and TT bikes. Nobody spends 13k on a stock road bike; result is: they don't sell.

This is far from a bullseye for Norco...
  • 1 0
 Dude your bike only has one wheel!
  • 1 0
 for now that is haha :p
  • 1 0
 $9500 is ridiculous for any aluminum bike, but $2300 for the frame only? buy an intense or a santa cruz for that money. norco is competing with top cutting edge brands by matching their prices instead of their technology
  • 1 0
 i love the look of the range, prices from $3800 - 9000 US in uk pounds thats 2358 - 5586 around about the same as most bike company s prices for 2012 bikes, they have ALL GONE UP in price, and specs have gone down
  • 1 1
 Are Norco taking the piss... $9500 for one of their top of the rang bikes? You could buy an Intense, Foes, Yeti, Ibis, Santacruz or any of the other boutique brands out there for just over half that much! You'd have to be a complete biff to spen that money on a Norco! Norco's have never been designed to be aesthetically pleasing to the eye until now. And the only look 1/2 decent compared to what's already out. Norco needs to get a grip and sort itself out. They should hire some of the designers from the like of Intense, Foes, or Yeti!!
  • 1 1
 ha ha i'm loving how the only people really defending this bike are People who live in or near Vancouver , work for pink bike or work in bike shops that sell norco or rep for them.
  • 2 1
 too right, talk about payed publicity
  • 2 1
 I like how all the idiots who have nothing good to say are uneducated teenagers who couldn't afford a bike without mom and dad supporting them! Go to a bike shop throw a leg over a new Norco and then tell everyone what you think. Talk from experience not from peer pressure.
  • 1 1
 too be fair i never said anything against the norco line . Just made an observation. i in fact do have 2 norcos 2006 team dh and a 2009 250 . so as far as being an uneducated teenager , clearly i am in fact not that . and as for my parents having to support me . i am a trained culinary arts student who is an orphan . you jackass.
  • 2 1
 Too be fair I never called you an idiot or uneducated. I can't help but get frustrated over the continuous "it looks like a trek" comments.

Have something original to say and I will read 10 pages of it.

As for being an orphan sorry to hear it, there are people/children who are worse off than you.I have 5 children of my own and even tried adopting a child from Haiti recently only too find out it would take almost 5 years of paperwork bullshit and the purchase of a bigger home to get to the next stage.

Nothing is free in life except other peoples opinions whether you want them or not.

Still a jackass? that's your opinion whether I like it or not.
  • 5 2
 nice trek remake on the dh bike
  • 3 0
 The bikes look great, but the MSRP seems pretty high.
  • 8 11
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 0
 For 8 grand I think I will go with a carbon DH bike (V10 C) that only weighs 34lbs out of the box.
  • 1 1
 The prices are just ridiculous!!! So expensive for aluminum bike....even in Switzerland the handmade job will be cheaper!!!
$9200 for the Sight, common guys, stop smoking weed!
  • 2 0
 great line of bikes, cant wait to see some of the lower priced ones that are great for my wallet Razz
  • 5 1
 Better than a Trek.
  • 3 0
 aww i wanted them to have the 4x again Frown
  • 2 0
 SHIT!! Norcos new dh bike looks fucking hot! suck a sick parts list on that
  • 2 0
 it looks so much better then a session, the session mainframe is just ugly!
  • 3 0
 2012 norco's look SICK! can't wait.
  • 1 0
 Overpriced is not really true. It's par for the course in terms of stock builds of that caliber. And actually 2,400 is pretty good for a high end frame.
  • 2 0
 did someone forget to send norco the message that freeride is dead?
  • 1 0
 $2100 for a Truax frame and 2300 for a Range frame? Am I missing something?
  • 3 0
 Just inflation? I bought a aline frame in 2005 and it cost me over $2000, My LT 6.1 frame didn't cost me a cent so I can't do a comparison there, but I don't think the frame prices are too far off the mark
  • 1 0
 the new dh bike looks like the giant glory and the trek sessions, think up some more designs
  • 2 0
 Seven thousand three hundred and fifty dollars. Damn.
  • 9 12
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 1 0
 The new DH looks sick! I cant wait to ride it, shame about the rockshox instead of Marzocchi tho... Smile
  • 1 0
 sweet bikes for sure. i hope norco is scrambling to put together a story on they're privateer models
  • 2 2
 way to much for the first bike... in my opion they could of done without the havoc wheels, xo cranks, and xo brakeset, so the average working man can buy one!
  • 8 11
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 0
 BMX with an integrated seat clamp! ........ YES!!!!!! Big Grin
  • 2 0
 Last year's had em too...they're pretty rad
  • 2 0
 Keeps things much cleaner! Love it!
  • 1 3
 Sad, but Norco is dying... The crazy years are over and this approach to bikes is dull. We already have tons of bikes like these. It's like RockyMountain with the AM model. They killed the crazyness, they killed the like potential
  • 1 0
 i don't even put carbon rims on my road bike... i'll skip them for dh too i guess
  • 1 0
 Sorry guys, looks repetitive like all other bikes. I know whatever bike I ride it's all me not the bike. Well to appoint.
  • 1 0
 I think they should have kept the 125 with an aluminum frame and not gotten rid of the 4hun.
  • 1 1
 Haha bought a 2011 Norco Ryde a month ago. Thank God they didnt change much at all on the ryde for 2012 Razz .
  • 2 1
 I like the look of the dirt jump/park bike Big Grin
  • 6 6
 the bikes are sick! except the dh is exspensive and to much like the session
  • 9 1
 first impressions maybe, but there is a lot of differences you dont notice right away. Anyways sick looking bike looks like Norco stepped up their game this year! good jobtup
  • 3 2
 there not going to sell anything if they jack the price up that much.....
  • 6 12
flag brule (Jul 19, 2011 at 13:26) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 3 1
 Revolver-please!
  • 4 1
 Heading out to ride that in a few mins, will have a little report later on for ya buddy!
  • 2 1
 Rode it the other day. I don't spend much time on the little XC rigs especially the 29ers. I found it held its line really well on the steeper stuff and with the 29" wheels was able to glide over the roots and rocks really nicely. It's not my style but would definitely recommend it to anyone looking for a xc race style 29er.
  • 1 0
 I-want-one! Super-D's!
  • 3 2
 The dirt/street is AMAZING!!!!!!!!
  • 1 4
 Norco hasn't convinced me to buy their brand with this new selection. Gorgeous bikes and specs but i'm reading the same old over and over again. No "new" designs and over priced. Both may be warranted but in this market you gotta do something different....
  • 7 12
flag brule (Jul 19, 2011 at 13:28) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 1 0
 We're aware of the price point for the limited models shown but look at car manufacturers. They don't advertise their most expensive vehicles usually. They advertise lower to moderately priced vehicles and then when you go in they try and up sell. It's basic marketing.... And don't be confused by my post. I think these bikes are great but again, Norco has not convinced me to buy their product.
  • 1 0
 spam pasting a comment where it has no relevance = ban
  • 1 0
 Actually, car manufacturers almost always feature a fully loaded model in their advertisements, and I've never heard of any company with any marketing common sense that shows you a lower end model first, and then tries to convince you on spending more money. I do agree though that all of the lower spec bikes should have been shown in this article so we could compare them, and it would get people like me with more realistic budgets more interested
  • 2 1
 Wow, I didn't realize Norco was a boutique bike manufacturer?
  • 1 0
 NIIIICE ! that new DH bike is sooo sick !
  • 1 0
 20 inches of fun! ...That's what she said. Sorry.
  • 1 3
 Thats a nice trek session dh bike brought to you by norco. When is the carbon session trek/norco available? Nortreko will be producing some of the finest bikes and cheeses for this coming season.
  • 2 0
 really? You think they're the same? How they look and how the suspension works are two totally different things.
  • 1 2
 I know how the suspension works for this bike because we've been riding same technology for last 12 years. I thought last years dh bike had alot more potential and looked more original. You go back in time with this years design and it seems like a strange move. Too much kokanee at the norco factory.
  • 1 0
 very first bike.... Trek? wtf
  • 1 1
 Can we mix and match? I'd like a Large frame and Small chainstays please, thanks. And a side of awesome.
  • 1 0
 theres a different look at a giant and trek set of bikes..
  • 1 0
 Looks like some serious value in their lineup for 2012
  • 1 0
 Are they going to have these at Silver Star this season?
  • 1 0
 Its a bird! Its a plane! No, its a session in sheeps clothing
  • 1 0
 i love that dh norco so much Smile
  • 1 0
 Buy that and put it on your wall...
  • 1 2
 Aurum is something between Trek Session and Kona Operator, but price is closer to Trek Razz
  • 1 0
 all three of the bikes you mention have different suspesion designs open your eyes people. don't think any of these 12 year olds on here have a clue. go check the bikes out for yourself. make up your own mind.
  • 3 3
 The dh bike looks like a session!!!
  • 1 1
 The only ones that don't look like a trek are the dirt one and the bmx!
  • 1 2
 haha so it was Norco that stole tracey moseley's world champs session the other week!
  • 1 1
 the downhill is nice but they totally copied trek sessions design!!!!
  • 6 6
 why dose everyone have the same bike! They need to be more creative
  • 5 20
flag corey32 (Jul 19, 2011 at 11:31) (Below Threshold)
 even the fork stopper!!!!!!!!! that is a trek with a norco sticker on it
  • 4 7
 yeah not any better then the fsr suspension they bought the patent for off specialized, leave it to norco to be un original
  • 3 0
 What does performance have to do with originality?
Want creativity? Ride this... www.pinkbike.com/photo/6847330
  • 5 2
 there is major in difference between, if you look at the chainstay it is less horizontal than the 88 . seat post mount connected to the BB, not the session. trek's a full floater shock mount , and the angles of it aint the same. as for the fork stoppers, lapierre uses them too. So in my book it's a Norco.
  • 3 1
 This *IS* FSR... wake the f' up people.
  • 2 3
 I wouldn't pay $7k+ for a BICYCLE, especially a Norco. A trail bike for over $10K, with taxes.. wow.
  • 3 1
 I don't think Trek,Specialized,Giant etc wouldn't be any cheaper
  • 2 1
 actually most of them are cheaper, at least in Canada....
  • 1 0
 Aluminium Trial cost 9200, carbon Giant Trance X Advanced SL 0 cost 8,129 CDN - Fantaman, can you see the differnece in price?
  • 8 13
flag brule (Jul 19, 2011 at 13:26) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 5 2
 Norco must be putting some pile of cash on pinkbike's office table to get you to defend them with the same message posted this many times.... it's a sad thing to believe that because it's a high end model it justifies such prices.
  • 2 2
 7350$ for the aurum ? like really ?
  • 6 9
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 2
 L O L I can build that Aurum for 6k easy off CRC with the same parts.
  • 2 2
 Getting so sick of bike prices going up and up
  • 5 13
flag brule (Jul 19, 2011 at 13:28) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 1 1
 Yes i understand this factor but they are still ridiculously expensive for normal people!
  • 7 0
 Top end bikes are not for normal people.
  • 2 4
 norco might as well file for bankruptcy right about now, they'll be lucky to sell ten bikes this whole next year at those prices
  • 7 11
flag brule (Jul 19, 2011 at 13:29) (Below Threshold)
 all bikes featured are of the highest end models in each range and the pricing reflects that as does the parts spec. A more complete price line up and additional pics will be available at the end of the day.
  • 2 3
 If i had 10 grand to spend on a BIKE i sure wouldnt be buying a Norco...Lol Norco what planet are you living on!
  • 1 2
 This pricing across the board is insane.......best of luck hitting whatever unit targets you might have at those prices
  • 1 1
 norco is headed in the wrong direction with those prices.
  • 1 2
 so.... is norco's aurum dh is basically the child of a demo 8 and session 88. kinda looks like it... still dialed
  • 1 0
 this prize is crazy :O
  • 1 1
 Giant Glory 00 5600$ mmmm
  • 1 1
 Arum 1 is about the same price!
  • 1 0
 Wheres the five?
  • 1 3
 $10k (even $5k) for a norco is silly and I will LOL at anyone that pays that.

Buy a Nomad and keep a bunch of money in the bank.
  • 3 1
 Santa Cruz Frames are so noisy after like one year
  • 1 0
 Sure, but you won't hear the squeaky pivots with $3,000 worth of jingle in your pocket.
  • 1 0
 So freaking expensive!
  • 1 0
 needs moar acronyms
  • 1 1
 the first one looks like the lappiere 720
  • 1 0
 SWEET!!! Big Grin
  • 1 0
 SESSION 88
  • 6 7
 why does that trek session have a norco aurum sticker on it?
  • 1 1
 $$$$ insane
  • 1 3
 Norco Bikes Launch - just make sure you don't launch from a height greater than 5 feet and you must land perfectly.
  • 2 3
 That Range is one UGLY looking bicycle
  • 1 4
 duhh
  • 3 1
 I can build up the best Santa Cruz Nomad Carbon ever for $7414.
  • 6 1
 You can buy a brand new yamaha yzf 450 and the technology is far more advanced than any bike we can build out rite for the same amount. This industry is so small that these companies want rolex prices
  • 3 1
 Totally different technology. Totally different sport. Totally different purpose. They are only comparable because they each have two wheels and tip over if you don't hold them up. Don't try to compare the two. And yes, I do have an mx bike.
  • 2 0
 actualy badburke is right, there is much more development in a motorbike then in mountainbikes nowadays, nevermind that it is a different product... some bike companies overdo it with their moon high prices, it is just not worth it....
  • 6 2
 Everyone needs to realize that bike companies don't get parts for free and just make some ridiculous price up in their heads for complete bikes.
Everyone has to get paid here and shops need to make money, the retails posted are suggested so that shops can keep their margins up to help offset all the lost sales to (CRC) online purchases.This is the reality we are faced with.
There is not as much mark up in the moto world. The retails are controlled by the big companies (Yamaha/Honda and so on), moto shops cannot give you the bro deal on moto's but can be flexible with soft goods and accessories. Moto vs MTB are 2 completely different animals!
  • 3 2
 So following that logic you are saying Honda/Yamaha/Kawasaki/Suzuki either get there parts for free or produce everything you see on their bikes in house? Neither of which are the case. Face it, the mtb industry will charge what it thinks the market can bear. If we want lower prices, stop paying (or I guess stop getting your moms to pay) these ridiculous retail prices. For example, my friend is a Giant dealer, the Trance X advanced retails for over 8k, his price (he wouldn't say exactly) just below 5k. Want more? OEM price for Fox 40's? Just over $500. The bike industry has disgusting margins. No way is Honda/Yamaha/Kawasaki/Suzuki making over 4k when they sell you a dirt bike. We are getting jacked and it's our own fault.
  • 3 1
 The bike Industry actually has fairly low margins compared to allot of other industries.
  • 4 0
 Every business has margins, and the more expensive the product the lower the margin. Are these margins are needed to keep the local bike shop in business? Yes, even CRC has a markup on their products, just not as much because they deal in larger volumes and don't have the overhead that the local bike shop does. Norco doesn't do online sales, or at least they didn't, that may have changed last year, but I doubt it. So Norco is setting the MSRP for the LBS who they fully support.

If a person wants a better price on their next bike purchase, become a regular, helpful, and pleasant customer at the local bike shop. Before they know it the shop will be knocking off 15%-20% off of the sticker price for that truly good customer. Keep telling them they are over priced and it can be had cheaper at CRC and the deals will never show up.

I understand as a consumer you want the lowest price possible, and that is fine, but there will be some sacrifices people will make in the long run.
  • 2 1
 @pimpedaline
"If a person wants a better price on their next bike purchase, become a regular, helpful, and pleasant customer at the local bike shop."

So you expect a customer to basically suck your cock for you to give him a deal? I take it you don't own the shop.
  • 2 0
 No, I am saying don't expect a LBS to match an online store without reason. If Joe Blow comes in demanding or expecting a deal he will get nothing. If you regularly buy from the shop, are polite over time you will become a valued customer and you will get special treatment. It is obvious from your negative defensive comment that you are incapable of being a valued customer so I doubt that you would ever understand
  • 2 0
 MX/MTB = apples/oranges. There's almost no margin in MX and also, no warranty for the most part, 20 seconds or 20 feet, whichever comes first.

Companies in the bicycle industry are different sizes and have different costs as a result, but they all have to be competitive on a price/spec level or their product won't sell. Therefore, margins on bikes at the manufacturing level can be different from one supplier to the next. Oh, I guess the weak economy isn't helping either.
  • 1 1
 @pimpedaline

Unfortunately it works the other way around, if a shop wants a loyal customer base it needs to give a little. This is why CRC and other online retailers are so popular. Customers don't owe bike shops anything.
  • 2 0
 Who said anything about owing anything, I am saying be a good customer there is no owe in that. Do you think that you should be able to walk into a shop and get a deal just because you came to that store?
Online stores do so well because they do not have the overhead that a brick and mortar store do so they can under sell. Do they give you any sort of personal attention? Do they go, oh I know this guy he comes in a lot and always has something good to say or makes us laugh, so we are going to give him an extra 15% off on his purchase? No they don't they set their price and have sales from time to time. There is little to no personal interaction.

I think there may be some sort of communication error going on here. Even though we speak English there are cultural differences between our countries. I don't see how you are getting "owe" from me saying be a good customer
  • 1 0
 do you actualy mean a guy bringing in loads of money or a guy bringing a good laugth with the "good customer" ?
  • 2 0
 The guy that brings both, and spends all the money is the perfect customer;p

A good customer is one that is a pleasure to deal with. While I was working in the industry I would rather deal with 1000 people that only bought a tube and were pleasant and a joy to serve, than 1 person that bought a $5000 bike, but was grinding me for a deal, or in a bad mood.
  • 1 1
 Do CRC do personal service? Sort of, a few weeks back I was invited to a private sale promotion they were having on the website.

I just don't understand why you expect someone to put up with the inflated prices of a bike shop for a while in the hope that they'll get a deal. If they'd bought from online retailers all along then they might not need the deal as they'd have been saving all along. Also, how often do people go to bike shops a year to actually buy stuff? In the 5 years I've had my bike, that I've continuously been upgrading, I reckon I've visited a shop 5 times, only to buy the things I need right now (brake fluid, cable, chain).
  • 1 2
 Shops need to learn to sell quantity and not try to make all there money on one deal.The mark up is rediculus.And why should one customer have to pay the overhead of a shop?The shop should sell more bikes and parts instead of selling just a few to pay for there overhead.Maybe every shop should have its own online store too? They would have a lot more customers and the sport would grow a lot bigger if the stuff was more afordable
  • 2 0
 I don't think you guys grasp the idea of owning/running a shop. Sales are the shops income, bikes labor parts, everything that is paid to the shop. From that income, like yourself there are bills to be paid. Employee wages, electricity, tools, the items they sell, insurance, and the things they give out to events and charities, then there is advertising and security as well, all this adds up quickly. Most stores do have an online aspect to them, but many bike manufactures wont let stores sell their bikes online, Norco is one of them. The reasoning being that the manufacturer wants their product assembled and adjusted by a qualified mechanic, selling the bike online and that can't be done.

Go take some economics courses or small business courses and I think you will have your eyes opened real quickly to the cost of running a business. I am no longer in the bike industry, I am a custom knife maker now. Its small time but my cost would blow your mind, and I am the only employee
  • 1 0
 I'm with pimppedaline here. There are a lot of factors of running a local business that all you online store fans are missing. In fact its the "we need/deserve everything cheaper" attitude that is destroying our world economy, but thats another topic. I worked in a very small shop for a few years and we were certainly one of the most successful (percentage wise) of the shops in our area? why? we give good service, they keep coming back, they don't pay full price. after a few years in business we became primarily specialist in high end road bikes, and not a single one of the bikes we sold, over 5k or so, sold for more than 1k under msrp. why? because when you give a good customer a deal, he'll buy everything else he needs for the bike too. which adds up quite nicely. living in a small town full of good people makes it easy to give deals too.

But there are also bad shops out there. If you're buying a bike that costs anything over 2k and you pay full price you need for find a new shop or be a better person. I've been in a different country and managed to get good deals just by shooting the shit with the employees for a couple of minutes. They are there because they love bikes too.

to Badburke, there is no way for a shop to simply increase the quantity of there sales, at least the kind of shop i'm from, the cheap bikes pay the bills and the nice ones are your profit. The only way to really expand your customer base to sell more bikes is to open new locations, which doesn't always work out, or really increase total profit unless you are in a greatly under serviced area. Sorry I'm a little to tired to put together a completely coherent post at the moment.
  • 2 0
 One day Wallmart will be selling mtbike's that are good for what we do! and all these high dollar company's will be pissed that they didnt make there bikes affordable.just like skate shops that got taken over by corperate skate shops.........im not trying to talk shit butt thats what will happen and will happen before you know it...we will get the same bike for 1/4th the price.....some big company will make a deal with the likes of wallmart and all the big bike company's will be tripping..just cause these companies have pride right now doesnt meen they will keep it....


dont hate me cause i see the future........
  • 1 0
 believe that , remember when iron horse was available at sport chek??? and the sold every model you had to order them but the fact was the sold the Sunday DH complete for 4000 .
  • 2 0
 And look at iron at iron horse now... that's right they're in she shitter. All the companies that have gone that way have lost a lot of credibility. Take Schwinn for example, complete crap in the big box stores. The actual bikes are the products sold with the smallest margins in a shop, shop's really can't afford to sell for the prices of online stores. If you really think all shops deserve to go out of business, you will be very sad when they do. What happens when you get a flat tire? on a saturday, that means you don't ride again till wednesday at best. If you don't have a tool you need to fix your bike? $350 for a truing stand and a lot of headaches. Bikes shops have there place in the cycling world, and they're doing what they can to keep their jobs, How would you like it if your job got outsourced to the internet? If you don't like them i suppose you don't have to go, but you'll have to be the last to complain when bike shops and every other form of local retail sales is sent to the interwebs and the economy is in the toilet because no one has a job...
  • 1 0
 The shops will still be there! they will just be owned by corperations that sell online too...Skate junkie your 18 and you were around 9 years old when all the local skate shops went out of business because corperate shops came to town and opened up shops all over town and in the mall. it will happen to bike shops too...dont worry you will still have a job and health insurance too possibly..i dont wish anyone to lose jobs...Just to let you know i have friends who own bike shops and i had friends who owned skate shops..
  • 1 0
 I see what you're saying, but bikes are very different than skateboards, My family has been into skating since the 70's So i actually do remember the boom and bust of all the shops around. But a skateboard has 3 different sized nuts, 8 screws, 8 bearings and a set of trucks, not much to deal with. A trip to the hardware store can fix anything that is repairable. Two of our local shops have gone to internet sales in the last 10 years, one of which has become very successful. both however now have shitty service because the owners care more about the warehouse in the back and less about the actual customer interactions that go on in the show room. To me this is unfortunate, and i never buy from anymore.
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