Diamondback launches new consumer direct program, ReadyRide
By RoadBikeReview July 18, 2017
Editor's note: This story has been updated to correct that the 30-40 percent discounting applies only to premium-level road and triathlon bikes, not to the entire product line.
KENT, Wash. (BRAIN) — Diamondback Bicycles has launched a new consumer direct purchasing program that has been in development for more than two years.
The Accell-owned brand is promising aggressive pricing — it says 30 to 40 percent below comparable retail pricing on its premium road and triathlon bike models, including the Podium, Serios and Andean series bikes. Other bike models will be sold at MSRP. Bikes retailing for $450 or more can be shipped directly to the consumer 95 percent assembled. The company says its ReadyRide assembly takes less than 10 minutes to complete.
"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 offers assembly and tuning tips with many videos on its website. The site says that experienced mechanics can assemble a bike in 10 minutes, while "never-ever" mechanics might take 60 to 80 minutes.
Customers also can choose to have their bikes assembled and delivered by mobile repair service Beeline Bikes at no extra charge. Beeline does not have operations in all markets, however.
Westover said the program allows low retail pricing.
"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 $3,700," Westover said.
In addition to ReadyRide, Diamondback also recently introduced its Custom Studio program, an online bike customization tool. The web interface allows customers to choose their bike's components, colors and accessories. Each bike is hand-assembled at the brand's Seattle headquarters and shipped in a custom box. Currently the brand's Serios and Andean triathlon bikes are available through Custom Studio. Diamondback expects to expand the program to include Podium road racing bikes and other high-end models.
More information: ReadyRide assembly page.