Boardman Bikes Premium?

[Maherees]

Just been on the Boarman bikes site and wonder what happened to all the premium range they used to have ie those marked with a 9.0 onwards?

 

[vickster]

Looks to have died along with Cycle Republic and the Boardman performance centre. Not profitable enough and they probably realised cyclists won’t spend £2k on a bike from Halfords

 

[Ming the Merciless]

Looks to have died along with Cycle Republic and the Boardman performance centre. Not profitable enough and they probably realised cyclists won’t spend £2 on a bike from Halfords

More like it

 

[Maherees]

Pity, there was some good bikes in the range.

 

[vickster]

Pity, there was some good bikes in the range.

Presumably not enough buyers thought so, as they always seemed to be reduced!

 

[cyberknight]

from someone on the inside
new range for 2021 to be launched soon

 

[T.M.H.N.E.T]

Boardman are a bit like Planet X and Ribble(+others I imagine), they bumble along through life and every so often have an inspired moment, releasing a legendary frameset/build then largely disappear.

 

[bikingdad90]

from someone on the inside
new range for 2021 to be launched soon

I figured it was due as the current range is on sale. Any nice colours for 2021? All 2020 and 2019 bikes were a bit drab.

 

[cougie uk]

Some details here. They're nice bikes.

https://www.bikeradar.com/advice/buyers-guides/2021-boardman-bikes/

 

[Pale Rider]

Halfords, in common with the supermarkets, are very keen on having a brand hierarchy in their marketing.

In your local supermarket, their may be a basic value tin of beans, an own brand tin, Heinz, and at the top, an organic or premium brand tin.

In the case of Halfords' bikes, it is Apollo, Carrera, Boardman, and premium Boardman.

 

[Moodyman]

Objectively, they're great bikes and good value for money. But I think the 'premium' range is a tough sell.

Cycling has a degree of snobbery and there are many cyclists who won't ride a Boardman because of the Halfords connection.

 

[Maherees]

Pity, as they helped me get into cycling after constant knee surgery stopped me playing running sports anymore.

 

[vickster]

Pity, as they helped me get into cycling after constant knee surgery stopped me playing running sports anymore.

Couldn’t other bikes have done that?

 

[Maherees]

Yes but to the novice cyclist Halfords was more accessable.

 

[Cycleops]

But because it’s more accessible the brand can never rise above it‘s image and that was the problem for Halfords as @Moodyman correctly says and pushing it up the premium hill was just never going to work.

Having Apollo, which are complete dross, and Boardman as own brands means Boardman are always going to suffer by association.