This is a tough crowd composed of various media representatives and an extremely successful group of Trek retailers. To set the scene for you, we are gathered in a beautiful auditorium awaiting the “unveiling” of the new Madone. There are lots of throw away slogans in an industry filled with hype, but rarely is that hype backed up with genuine substance. The difference here is that Trek meant it. The new Madone would simply have “Zero constraints”, which is all well and good when marketing guys want a tag line for their next bike. They quickly came up with one overriding philosophy for the new Madone this mantra was the genesis of all future design considerations. As Burke tells the story the group of engineers was “sent to a conference room and we left them there”. Two years ago Trek’s president, John Burke’s gave some pretty simple marching orders, Burke told his engineers to simply “Re-define the road bike”. – Reported by Paraic McGlynn of The Bicycle Ranch –
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