SRAM: Black is the new Red and white is the new Apex


Let’s assume you really care about the colour of your road bike components. Yes, yes…you’re not one of those people, but we’re talking about a purely hypothetical situation at the moment in which you pretend that you’re not the hardboiled road rider who’d ride a lawnchair balanced on a pair of hula hoops if necessary. You couldn’t give a rat’s ass what you’re bike looks like, nor what Boonen’s bike looks like. You‘re beyond aesthetics, but right now I need to talk about colour ways and coordinating like a nancy. Maybe you should skip this post. Still reading? Yes, your interest is strictly academic, of course.


SRAM & colour: What the hell? A few years ago SRAM created a flagship road component group, and in a move that still has their marketing people hi-five’ing each other, they named it “Red”….brilliant…it sounds like it could be the new fragrance from Dior or whatnot.

Then after a sponsored rider wins the Tour with their bits on his bike, they come out with a yellow-accented limited edition version of their Red…’cause you know, yellow=Tour de France. You can still buy red Red, but for a limited time and a dash more money you can buy a yellow Red….it’s not really yellow though (thank god), it’s mainly all black with yellow logos and no red whatsoever. Next SRAM introduces black Red, which is no more black like the Limited Edition yellow but does have a little red.

Now the model name “Red” seems like not such a good idea. Well, they needed to call it something I guess, and SRAM didn’t want to tap into old Sachs names like New Success.

NEXT UP!: SRAM’s entry level group Apex will be available in a white colour way for 2012….it won’t replace the current black Apex nor is it a special edition “Albino Apex”. Actually, the white Apex looks pretty good to me. Unfortunately, I don’t have any photos I can post, or at least I haven’t been able to steal any yet.

BTW, SRAM’s 2×10 philosophy for mtb drivetrains didn’t win over every product manager in the industry, so look forward to some 3×10 SRAM offroad options next year. But as for you roadies out there who are looking for a triple options…none for you.

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