Coasting is Shimano’s new component group and marketing campaign designed to get 160 million, non-cycling Americans to start riding again.
The bike for the other 161 million? Yesterday I got my first, hands-on look at the fruits of Shimano’s new Coasting product initiative. Only three manufacturers (Raleigh, Trek and Giant) are licensed to make bikes with Coasting and I gave Trek’s offering, the “Lime Light” a closer look.
Shannon Bryant ofShimano Marketing At the closing ceremony of the National Bike Summit, the Shimano marketing duo of Shannon Bryant and David Lawrence hit the stage to tell the story of Coasting. Shimano embarked on this initiative five years ago when they teamed up with premier product design group IDEO. That was the start of … Read more
[Photo by Kris Schamp/Bike Gallery.] Astute reader Allan Folz noticed an in-depth article on Shimano’s new Coasting component group in the current issue of Hemispheres Magazine (the in-flight publication of United Airlines). Back in May, Portland was chosen of 15 “bike-friendly” cities to be part of a special pre-launch marketing campaign for Coasting. Since that … Read more
“Not a lifestyle, not for fitness: it’s an experience. People like the idea of riding a bike just as they like the idea of going to the park, farmer’s market, lake, picnic, outdoor music/arts, festivals or chatting with neighbors. Unfortunately most people don’t do it as often as they would like.”-from Shimano Coasting marketing materials … Read more
[Click photo to enlarge.] [*Update: Kris Schamp from the Bike Gallery has posted some up-close and detailed photos of the Trek Lime.] A while back I posted about how Shimano had chosen Portland as a pilot city to unveil their latest and greatest component group called Coasting. This new group is supposed to revolutionize city … Read more
[Shimano’s new “Coasting” group.Photo: BRAIN] [Via Bicycle Retailer and Industry News] Shimano is investing millions of dollars into a new component group called “Coasting” that will target new cyclists. They plan to roll out the new group to only 15 cities the first year starting in March of 2007. According to a story in Bicycle … Read more