francescoswitch

They haven't invented anything particularly innovative. In the European market, the Vertical by Officine Parolin has been around for years. The concept is the same: save space, but with a lighter structure and without the need for adjustments every time you change bikes. Plus, its price is significantly lower, despite being 100% made in Italy.

In my opinion, the high price is pure strategy. They already know that the OEM market is their target. They’ll probably keep the aftermarket price very high, so when we see it as standard on some top-of-the-line bikes, the perceived value of the setup will be even higher, and we’ll be willing to spend 10-11k because, by adding up the value of the individual components, it will seem like we’re saving a ton of money... Then, on the "savvier" e-commerce sites, we’ll find it discounted by 300-400$, because somehow they'll manage to get their hands on supplies intended for the OEM market (a market with significantly lower purchase prices compared to those for retail stores). Meanwhile, both here and on other online sites, it has sparked more comments than any other recent innovation (whether people talk positively or negatively about it, the important thing is that they’re talking about it).