Shimano Introduces 2008 Coasting Bikes

Business Wire, Sept 24, 2007

Shimano Partners With Ten Manufacturers To Expand Casual Cycling Efforts

IRVINE, Calif. -- In efforts to expand the market for casual cycling, Shimano, the world's leading manufacturer of bicycle components, today announced that seven additional bicycle manufacturers will produce bikes equipped with its Coasting components in 2008.

The 2008 Coasting line includes the following manufacturers:

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In 2003, Shimano teamed up with innovation and design firm IDEO to develop the ideal casual biking experience. In 2007, this new biking experience made its debut with Coasting bikes from three top bike manufacturers, Giant, Raleigh, and Trek.

Coasting's initial success among new and returning riders attracted an additional seven manufacturers for 2008.

In the development of Coasting, Shimano and IDEO conducted research about consumers' bike riding experiences. The goal was to understand what would motivate a non-cyclist to ride a bike. After interviewing and observing U.S. non-cyclists, Shimano and IDEO found that most consumers had fond memories of riding a bike as a child, and were interested in riding a bike in the same way today - just for fun.

"This has been a groundbreaking year for Shimano and the cycling industry - we're excited that we're working together to motivate the world of non-cyclists to join the Coasting experience," said Dave Lawrence, Shimano's senior manager of product development and marketing. "With the combined efforts and successes of the Coasting initiative so far, we anticipate that this expanded partnership will continue our goal of growing the industry."

Based on the extensive research, Shimano's designers created a bicycle component group that is simple, comfortable, affordable and easy to use. The Coasting group is geared specifically for the rider who wants to coast rather than climb. It features an automatically shifting 3-speed system designed for casual riding, and includes a computer that shifts gears as the rider increases or decreases the bike's speed. The component group also includes a coaster brake, which allows the rider to brake by pedaling backward rather than with a hand brake lever. The automatic shifting technology is hidden, and the experience is designed around the user's needs.

For more information about Shimano Coasting, please visit www.coasting.com.

About Coasting

Coasting is a casual bike experience for the millions of Americans who remember riding a bike as a kid and want to relive that experience effortlessly. By using a human-centered approach to the design and determining the consumer's needs, Shimano - in partnership with 10 bicycle manufacturers - developed the ideal bike that combines automatic shifting with a stylish, simple design and function for riders of any ability. Each bike features Shimano's Coasting components. The bikes are easy to ride, the technology is hidden, and the experience is designed around the casual user's needs. Shimano is the leading manufacturer of bicycle components and fishing tackle equipment. Founded in 1921, Shimano is headquartered in Japan with 30 offices across 22 nations. www.coasting.com