Swap your old mountain bike for a new one and save 20 per cent on a new purchase - that's one of the sales promotions Specialized is offering from 1 March to 15 April with the Spring into Spring" campaign launched. The old bike can also be a saddle or handlebars - the US brand is not as strict as it was with the scrappage scheme for cars when it comes to the "exchange programme". The time-limited special offers include numerous models from the 2016 vintage, e.g. six models of the Stumpjumper FSR, four Epic or five Enduro models. S-Works variants are not included. As an alternative to the 20 per cent discount on new "exchange" purchases, you can also choose Specialized equipment free of charge for the equivalent of 20 per cent of the RRP.
Specialised dealers must purchase a minimum quantity
We have learned that Specialized is reducing the purchase price of the affected bikes by 20 per cent for this campaign, which only applies to new orders. However, in order to benefit from this, the participating dealer must purchase a minimum quantity.
The measure sounds like a response to the Initiative from US competitor Trekwhich reduced selected models by up to 20 per cent from February (BIKE reported in 4/2016). When researching this story, Specialized had stated that they were not planning anything similar. Industry experts suspect that the current price reduction - similar to that of Trek - is a small and, above all, very early clearance sale. It's no secret that 2016 Specialized models are among the more expensive on the market and are therefore perhaps less competitive. In addition, retailers are currently experiencing a reluctance to buy. Random conversations with dealers give us the impression that business with new mountain bikes, especially high-end MTB fullys, is not exactly booming at the moment. More on the reasons for this soon in BIKE. Here you can find the Specialised dealers participating in the campaign.
Specialised campaign raises questions
Specialized's campaign raises questions: What does a dealer do who already has the bikes on offer at a reduced price in his shop and has purchased them at the original RRP? At least during the campaign period, the RRP of these models will not be sustainable. This devalues his stock. And what happens after the end of the promotion, which is limited until 15 April? Will the bikes then be re-labelled to the old RRP? Insiders claim that Specialized will not compensate its dealers in this case. We have heard that some Specialized dealers, out of frustration, now want to offer the entire range of the US company at a reduced price.
However, if you look at the campaign from a different perspective, it may be a welcome door opener that will attract customers to the bike shops. Anyone interested in a Specialized MTB should strike now! Instead, anyone who has just bought a new bike at list price should be frustrated. Incidentally, the name of the campaign is "Sprint into spring". It is running worldwide. Specialized refuses to make an official statement on the subject.
Giant reduces bike prices in the USA
After Trek and Specialized, Giant has also reduced its retail prices in the USA. When asked whether this is also planned for Germany, Giant Germany Managing Director Oliver Hensche said: "This is a local and time-limited sales campaign by Giant USA. Giant Germany has no plans to adjust the prices of the current models." Cannondale and Scott have not yet commented. Rocky Mountain is not planning such a campaign, nor, according to our information, is the issue being discussed by companies such as Cube.
The US industry magazine Bicycle Retailer recently reported that companies had 250,000 more bikes in stock at the end of 2015 than in 2014 - an increase of 44 per cent. Bicycle sales have been sluggish in some countries for several months, the bike boom in the USA has levelled off and sales of expensive bikes in China have slumped. Business journalist and industry expert Jo Beckendorff knows: "Overall, the situation is no longer so rosy. E-bike sales are putting pressure on trekking bike sales in particular. The more e-bikes are sold, the fewer trekking bikes are sold."
We also suspect that customers are currently postponing a new purchase. 2016 bikes have become more expensive and predominantly heavier, while the still unfinished Plus format is causing uncertainty. Nobody wants to bet on the wrong horse now. And then there are certainly bikers who are flirting with the purchase of a high-quality e-MTB. But ultimately, price reductions are a good opportunity to decide in favour of a new bike after all. We'll stay tuned...
Buy or wait - vote!
What do you think? Buy now or wait? When buying a mountain bike, is a favourable price or a large selection more important to you? Or are you put off by the current new prices or the confusing variety of technology? Vote in our online survey and select the answer that applies to you most:
