With the recent set-back of the automotive industry it comes as no surprise that the two German automakers Mercedes and BMW attempt to tackle new markets – albeit twin-wheeled promotional products. Both automakers have recently upgraded their promotional products with new bicycle ranges and startlingly enough there’s quite a discrepancy separation two brands offers – both from a functionality aspect as well as from a brand correlation angle.
What BMWs marketing department has in mind when it decided on a standard city cruiser model (with a little bit of MTB style thrown in for good measure) is beyond me. With a brand vision of “sheer driving pleasure” it’s rather astonishing that their venture into the realm of pedal power 2009 comes through a no-name aluminum frame complemented by the low-end Shimano Alivio group set.
The sourcing staff that stand behind this low cost approach must have forgotten (or completely ignored) the ideas of aligning corporate and purchasing strategies; the resulting bicycle is the equivalent of slapping a BMW logo on a Yugo.
The Mercedes’ bicycle range on the other hand is definitely more in line with what you’d expect from something coming out of Stuttgart: the road racing bike is delivered with a SRAM Red group set (top of the line), a set of DT Swiss 1450 Mon Chasseral wheels (the lightest wheel set of the DT Swiss RR range) on top of a no-name carbon frame (rumor says it’s a Carbotec frame but that’s not confirmed).
At 5000 Euro it isn’t exactly cheap; but lest not forget that the group set alone is 1 700 Euro and the wheel set will set you back another 1000 Euro. Add pedals, a carbon fork, head set, drop bars and there isn’t even much margin for the Mercedes brand.
March 12, 2010 at 8:47 am
When the 1 series came out, I did not enjoy it. Perhaps if it ended up closer to what the 2002 was and was (much) lighter, more affordable, and had a really wonderful I4 (turboed or not, I do not care) then I would enjoy it greater, but whatever. What frustrated me extra was the inevitable M type that ought to rationally be titled the M1. I thought that it just wouldn’t be correct to match up the two M1s. Then again, since the 1 series first showed in the US, the M division has created 2 SUVs that don’t even come with a manual. The Porsche Cayenne has one, was it that hard? Anyways, times are changing so go on and call it an M1. Greater to deliver a good, or possibly marvelous, vehicle rather than not build it at all just due to the fact a bundle of fanboys would get hurt.