What drives the bicycle industry to repeatedly produce more bicycles and e-bikes each year than the market can absorb? Sunk costs. Economies of scale. Ride it out the door. A bike for every price. Model year.
The bicycle industry marketing machinery doesn’t know it yet, but the new gold standard is about sustainability. It is about how we wean ourselves off of N + 1 (unquestionably the most dissonant and wasteful marketing campaign in history).
This version of the Ultima features thru axle drop outs, 28 mm tire width compatibility, dual Di2 mechanical routing, braze-on front derailleur hanger, flat mount disc brakes, tapered head tube, the down tube A-D logo and the distinctive Graz Rose Silver finish.