Halfords bizarre bad branding!

[WrightsW5]

I heard they are bringing out their own brand of bikes and calling it '13'. I expect that has wiped out many potential sales!

[andrewk]

Good, I certainly hope so, maybe I'll be able to buy a cheap decent bike once they remainder them.

[s1965c]

You think the name's the worst thing about them? Look at where they've mounted the brakes...

[Neil C]

Which bike are you referring to?
There are fifteen different 13 Brand bikes on their website.

Edit- Had a look at them all and now see that all the rim-braked bikes have the calipers in "aero" locations.
That should get me home about 2.7 seconds earlier on a day ride. What am I to do with all that time?

[Si]

You think the name's the worst thing about them? Look at where they've mounted the brakes...

Is that not just a pre-emptive strike against their own mechanics putting the fork on backwards?

[gaz]

They seem to have mounted the logo upside down and back to front .

[Spinners]

I quite like the CX bike even though it's got 8-speed Claris on it.

Hope it works out for them.

[Redvee]

You think the name's the worst thing about them? Look at where they've mounted the brakes...

Given the people who'll buy the bikes, I give it 9 months of use before the callipers start giving problems.

[JohnW]

You think the name's the worst thing about them? Look at where they've mounted the brakes...

On the one I looked at - on their website - the No.13 was painted/transferred/printed on the frame and front forks upside down.

The location of the front brakes was something of a fad in time-trialling circles in the 70s, but never really caught on - I think because of the potential danger if any part of the brake ensemble broke, or came off. They must have an explanation for it, but it's not for me.

As for the location of the rear brake - again they must have an explanation for it, but to me it simply defies common sense.

[Bicycler]

'13' Explained/ Rider Luck

Wind slippery shapes that drop your mates. Surefooted handling that turns gamble into guarantee on the trickiest trails. Tyres that shrug off broken glass or potholes in puddles. We've designed every 13 Bike to roll the dice in your favour every time you ride so we've celebrated that with our name and logo.

Since the dawn of racing time, riders getting the 'unlucky' 13 number have pinned it on upside down to reverse its powers and turn it into a talisman. Thinking smart, defying convention, creating the advantage, seizing the ride. That sounds like the perfect twisted wisdom to us, so it's why every one of our bikes has a reversed number 13 on the back of the seat post.

After all, with bikes designed to lead, people are only going to see a logo they're trying to follow.

It's all a bit sports orientated for my tastes. Marginal gains, wind tunnels, aerodynamics, "seize the ride" - all that jazz

Everyone will be reassured to know you get a full 2 years frame and 1 year component warranty

Incidentally does anybody else think this a bit odd given that the obvious competing product range is Boardman (which is owned by Halfords)?

[hazeyblue]

Hope it works out for them.

Yeah, so do I.

[Psamathe]

You think the name's the worst thing about them? Look at where they've mounted the brakes...

Maybe they just assembled the bikes a bit wrong ay the photo session. You can picture it, photo people, marketing people, engineers all standing around holding bits of bike wondering "where could this bit go". Then at the end wondering why they have so many nuts, bolts and bits left over.

Ian

[Bicycler]

Nah, they are advertising the brake positioning as a selling point. Marginal gains in a wind tunnel stuff

It's a wonder I can push my bike through the air with two whole panniers on it

[Psamathe]

Nah, they are advertising the brake positioning as a selling point. Marginal gains in a wind tunnel stuff :roll:

Marketing/PR/spin. They took the photos, then marketeers had to come up with some words (or explanation). And they remembered they took the photos on a windy day and ... a new slogan is invented.

They either have to pretend it's deliberate or admit an very embarrassing mistake. Which do you think senior management would rather do ?

Ian

[pioneer]

Hmmm... my Specialized Rockhopper (1988 model) had the then trendy U brake under the chainstays. Can't remember what hype the marketing men rolled out for it being there, but it was very powerful and would easily lock up the rear wheel. It's power was the good thing (provided you remembered it!), but it also got very dirty very quickly. Even worse ofcourse if actually going off road.
I suspect the 13 bikes have suffered the same fate. Commonsense and years of cycling wisdom ignored at the altar of marketing.