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Cervelo
In 1996, Cervélo launched with two road and two time trial/triathlon models. It was immediately at the leading edge of bike technology; maybe a bit too much so as market acceptance was initially slow. But in the year 2000, the International Cycling Union brought in quite restrictive equipment rules, and many cutting edge bikes became illegal. Cervélo had anticipated the new rules and unveiled a complete new and vastly improved model line. Where its competitors were forced by the rule changes to take a step back or discontinue altogether, Cervélo opened up a significant technological gap and demand started to soar.
In 2003, Cervélo became the bike supplier to Team CSC, at the time the 14th team on the world ranking. Cervélo was by far the smallest and youngest bike company to ever supply a team at this level. Team CSC has been crowned the world’s #1 pro cycling team aboard Cervélo for three years. The partnership lasted for six years, until the end of 2008.
In 2009, Cervélo will become the first bike manufacturer in the modern era to have its own cycling team at the highest levels of racing. It will be led by 2008 Tour de France winner Carlos Sastre and sprint star Thor Hushovd. While it will certainly turn heads in races, equally important is that having our own team will allow a more effective use of professional riders in the development of new products. It is for this reason that other thought leaders in the bike industry are joining this project.
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