Mon 18 Oct 2010
I wonder at times about high-priced bicycles and the companies that make them. When the people involved decide upon the retail price, do they do it in all unblinking seriousness believing it an entirely valid amount, or do they nervously hunch over somewhat reflexively in wide-eyed incredulity, like they’re doubtful they’ll get away with such an outrageous thing.
Certainly I understand that R&D, and materials and manufacturing and design and components and craftsmanship and overhead and advertising all play important roles in bumping up that final figure. But when I see Cannondale’s Flash Hi-Mod 29’er profiled in the Health section of today’s L.A. Times and priced at five thousand eight hundred and ninety nine dollars, all my mild-mannered and rational understanding goes out the window and what I really want to do is storm their HQ, kicking all sorts of ass between the front door and the vault that keeps the documents showing the actual total per-unit cost as being $795.23. Or for the sake of argument let’s say it’s $1795.72.
For a bike. Not including the 200% mark-up. Or the sales tax.
Yet the folks there at Cannondale with the key to that vault in one collective corporate hand manage to staunch any snickering and straight-face you when they hold out their other collective corporate hand demanding payment of five thousand eight hundred and ninety nine dollars for what I’m sure they pretend is the privilege of riding such an exceptionally state-of-the-science mountain bike.
And it may be. But it’s still just a bike, one that’s sporting a huge profit margin.
I’m sure there are people out there with that kind of scratch who will oblige. Just as there are those who’ll fork over amazing amounts for designer blue jeans.
Now, I don’t want to squelch the evolution of bike technology. Like I said, I understand that there’s a pricetag attached to the latest and greatest and I’m all for making bikes betterstrongerfaster. I just will never accept a figure so exorbitant. Because I come at it from an insulted perspective that probably insults Cannondale and any other company charging such sums. I rode a $300 track bike for more than 6,000 miles until the frame weakened a year ago. Then I sent the manufacturer the old frame and $119 for a replacement frame, and I’ve been riding that ever since. Prior to that I put more than 5,000 miles riding a 1970s-era 10-speed someone had thrown away and that I invested a few hundred bucks returning to rideable condition.
My mountain bike: a $350 expenditure purchased over the internet more than seven years ago.
My most expensive bike? A 2000 Giant OCR-3 for which I paid $500.
The most expensive bike I ever bought: a $900 Klein that I returned less than a week later wondering how I could’ve been such a sucker.
Even if I had a spare five thousand eight hundred and ninety nine dollars hanging around and could get past the ridiculousness of making such an obscene purchase without having myself committed to an institution for the financially inane, do you think I would actually go up in the Verdugos or the San Gabes and actually ride the thing?
No, I wouldn’t. I couldn’t. At that price, it would be a far better thing to hang it on the wall as testament to wretched excess then to risk getting such a masterpiece dirty!