Oh Lord, won't you buy me a Mercedes-Benz … bike?

0 Comments | Insight on the News, Dec 9, 1996 | by Cynthia Long

The world-renowned luxury car company has come out with a new zero-emissions vehicle featuring disc brakes and front and rear suspension. It also weighs only 24 pounds, runs on two wheels and even may improve the health of its operators.

Mercedes-Benz dealers have begun selling the first-ever all-terrain mountain bike that "parallels the safety, quality and comfort of Mercedes automobiles." The design of the bike was a collaborative effort between Mercedes-Benz and AMP Research Inc., a producer of high-tech bikes and cycling components. The head of the company's California design studio is a mountain-bike enthusiast and a personal friend of the head of AMP Research; the two sketched out designs for the vehicle on a cocktail napkin over drinks one night.

The lightness of the bike is due in part to a frame made of Alcoa 6013 aluminum tubing. Its carbon-fiber fork legs are more than three times stronger than the conventional variety and contribute to a low unsprung suspension weight for better handling. Its patented rear-suspension uses a "Horst-link" swing arm - an often-copied design which, unlike many, works independently of pedaling force or hard braking. The swing arm is controlled by a rear shock absorber with a double-sealed stainless-steel shaft and adjustable coil spring.

The front and rear disc brakes provide twice the stopping power of conventional cantilever brakes and 10 times the brake-release speed. The self-adjusting system includes stainless-steel discs, insulated pads and hydraulic twin-piston floating brake calipers operated by insulated cables. Because the brake surface is halfway up the wheel rather than on the wheel rim, they work well even in wet and muddy conditions.

The Benz bike comes in "Ultra-Blue" with the Mercedes name emblazoned zoned on the frame and the company's logo on its head and seat mount. The frame comes in two sizes: standard (19 inches high) and large (21.5 inches). Mercedes is asking $3,300 for its model, which includes a travel case that fits into the trunk of most cars. Competitors offer bikes priced between $2,500 and $5,000.

Ken Enders, general manager for parts and service marketing of Mercedes-Benz of North America, says the bike allows the car company to enter a new market segment with a wider range of buyers with diverse lifestyles. "We've taken a fresh look at our entire accessories program," he tells Insight. "Part of this initiative is the new Mercedes-Benz all-terrain bike, which resonates with the core values of our cars - safety, comfort and quality - and matches the lifestyles of our active owners."

According to Fred Heiler, spokesman for Mercedes, some manufactures sell only roof racks and key chains as accessories. "In addition to the new bike, we have a wide range of merchandise which is directed toward people who may aspire to own a Mercedes but can't afford one. You don't have to own a car to buy our accessories," he says.

The bikes have been available since June and already sales are exceeding predictions for 1996. "We expected to sell 100 to 150 bikes this year but will probably double that figure and sell 300 to 400 before the end of 1996," says Heiler. "Next year we're expecting sales of 500 to 700."

Along with a line of bike accessories, the Mercedes-Benz all-terrain bike is sold at select dealerships throughout the United States. Depending on the interest and market of the area, some showrooms have demonstration models and others have brochures. Orders and purchases are made at dealerships and servicing of the bikes is performed by authorized AMP Research bike shops.