| January 20/2004 | |
Luxury For PenniesThe ongoing democratization of luxury (read: quality retail goods at ever decreasing prices) has spawned a consumer’s market and bicycle fanatics everywhere are taking advantage of their more powerful dollar.
You can get more bike for less money! Quality bikes and cycling accessories at ever decreasing prices are making the sport of cycling easier and easier to get involved in. The world is slowly but surely becoming a global economy and consumers are demanding more for their dollar or peso or ruble. Manufacturers demand better value on their aluminum, wholesalers demand greater shipping options at steadily falling prices, and we, the end user, asks and receives more bicycle for the comparable buck. Witness other industries like airlines to see an example of dropping costs on highly desired, luxurious items. You couldn’t fly to London ten years ago for $199 CAN. Look at these examples. Twelve years ago, in the infancy of John Henry, a $3000 bicycle was considerably high end and generally a price tag reserved for Italian road bikes. Twenty one speeds were desired and suspension had not even adorned a mass consumer’s bicycle. Walk in today and find a twenty one speed suspended mountain bike for only $249.99. Add in lifetime free servicing, a lifetime warranty, and improved durability and you can see that cycling could become the hobby of choice as well as a vehicle with purpose.
Another fine example is a bicycle like the Norco Atomik. To have a genuine Freeride bike that could withstand regular aggressive use most would agree that the cost was in excess of $3500 CAN. Enter our Atomik and today you can have a real Freeride bicycle for only $2349.99. Seven inches of Marzocchi front suspension travel, six inches of rear wheel travel, a super durable frame, and high end components for as much as $1200 less than two years ago. Every niche style of bicycle, whether commuter bike, mountain bike, road bike, or youth bike, is seeing the same sort of decrease in price. The bicycle industry compares directly to the electronics and computer market with its increased value and decreasing prices. Like with computers and consequently the internet society has changed because of increased usage. Most people are surprised if you don’t use email and similarly if you don’t have a mobile phone. As prices dropped on existing technology it was able to take hold of society. As more people became users of this technology the fabric and infrastructure of cities and economies was forced to change to handle the increase. Consider words like wireless, wi-fi, cell phone, Ethernet, intranet, and browser replaced or existing with words like cycleways, cycle-cafes, lube stations, bike parking, and business by bike. Making a bike more affordable could have dramatic consequences on how city planning and park planning is concluded. With decreasing prices the winds of change will affect cycling. Luxury for pennies: It is an interesting concept and one that the power of masses has created. Each of us can take advantage of this power and educate others of the real luxury, which is cycling itself. Society as a whole will reap the benefits of a healthier and happier population. Willie Henry P.S. Do you want a brand new $1400 Brodie Bike for free? Could your bike benefit from $90 worth of our valuable technicians labour for am meager $15? Do you want to get ‘exclusive’ deals weekly and have a store discount? What about great deals when you go out for food and a pint? Would you be happy to get all this included with weekly rides and as a member of a group of like-minded, psyched-up cyclists? Then find out how you can become a member of John Henry’s ‘Pedals and Pints’ cycling club by clicking here. |
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