Diamondback Bicycles has introduced a comprehensive consumer direct purchasing program, ‘ushering in a new era in the bike buying experience’. The bike brand’s direct sales model will aim to deliver an ‘aggressive pricing structure for premium bikes’.
Over two years in development, the platform includes a ‘user-friendly web interface with bike customization options and online support, combined with direct shipping, easy-to-assemble bikes and convenient mobile service options’.
The centrepiece of Diamondback’s new consumer direct program is ReadyRide. Here, new Diamondback bikes priced over US$450 will be shipped direct to consumers 95% assembled. No experience is necessary for the final bike assembly, which typically takes less than 10 minutes to complete. The Diamondback website features ‘intuitive ‘how-to videos’ to assist in the assembly with expert mechanics available to answer questions via the site’s live chat feature.
“We completely overhauled our manufacturing, assembly and shipping process to create ReadyRide,” said Steve Westover, Vice President of Marketing for Diamondback. “While it typically takes a skilled bike mechanic over two hours to build a bike in a shop, Diamondback customers can now build their bikes within minutes. It eliminates a huge hurdle in the selling process and dramatically improves the overall online bike buying experience.”
Diamondback has also partnered with the Beeline Bikes mobile bike service. After purchasing a bike at Diamondback.com, customers can choose Beeline as a fulfilment option – then select the exact time and place for a completely assembled, new bike to be delivered directly to their home or business.
Diamondback’s new direct sales program has also driven the brand to adopt an aggressive pricing strategy for its performance road and triathlon product with ‘pricing at 30-40% below comparable retail’.
“Our new Podium Disc frames, the same one ridden by national champions like Brad Huff, will be available with a Shimano Ultegra Di2 build and carbon HED wheels for as low as US$3,700,” said Steve Westover. “You can’t buy a better bike for the price.”
In addition to ReadyRide, Diamondback also recently introduced its Custom Studio program, an online bike customization tool. Here, the interface allows customers to choose their bike’s components, colours and accessories. Then, each bike is hand-assembled in the brand’s Seattle headquarters by experienced mechanics and shipped in a custom box.
Final assembly is positioned as being quick and easy for customers. Currently available for the brand’s award-winning Serios and new Andean triathlon bikes, Custom Studio will soon expand to include Diamondback’s Podium road racing bikes and other high end models.
Earlier this year, Diamondback announced the signing of retired pro cyclist Tom Zirbel to its triathlete team. Zirbel, who recently set the US hour record in cycling, joins Diamondback’s growing athlete roster, which includes Jordan Rapp, Michael Weiss, Ben Collins, Rachel McBride and Matt Russell.
Born in Camarillo, California, in 1978 and today based in Kent, Washington, Diamondback ‘designs and builds performance bicycles for every rider at every level’. With roots in the BMX world, and ongoing innovations in road, triathlon and full-suspension mountain technologies, Diamondback adds that it ‘continues to build a legacy of quality, service, and community’.
