· 4 min read
Once upon a time, in the grand marbled boardrooms of global OEMs (Original Equipment Manufacturer), a decision was made: Real products must cost real fortunes.
The reasoning?
• "R&D costs, old chap!"
• "Prestige branding!"
• "Protection of intellectual property!"
Cue dramatic music and plenty of self-congratulations.
Meanwhile, quietly in the industrious corners of China, a different plot was unfolding. "That’s a mighty fine bicycle frame you’ve got there. What if we just... made it too?"
And thus began the global industrial farce: Innovation. Inflation. Imitation. Implosion.
A cautionary tale: Carbon fibre bicycles
Take the world of high-end carbon fibre bicycles. Once the crown jewel of engineering prowess, these machines now regularly command price tags north of £10,000; some even pushing £20,000 for a bit of lightweight tubing and two wheels.
The narrative goes: "Top-tier materials! Cutting-edge R&D! Wind-tunnel tested! Olympic-grade performance!"
Lovely stuff. Stirring, even.
Except... reality bites rather harder:
• Most of these frames are manufactured in China or Taiwan
• Costs of labour and production remain relatively modest
• The "groundbreaking" R&D often leans heavily on computer simulations, CFD testing, and AI-driven design tweaks — tools that have slashed traditional R&D costs significantly
• Some "new models" are little more than a dusted-off old frame with a slightly angrier paint job
Yet prices have soared to such ludicrous heights that you’d expect the frame to pedal itself and pay your mortgage while it’s at it.
Meanwhile, in China...
Factories that once built frames for prestigious Western brands still have the original moulds.
Patents have expired.
Processes have been perfected.
And so, Chinese manufacturers are now producing high-quality bikes, often virtually identical to Western offerings, but at a fraction of the cost.
They’re no longer just cheap knock-offs; they’re often genuinely excellent products, sold direct to the global market, slicing through the pretence and pomp like a samurai sword through warm butter.
Western brands: Hoist by their own petard
Faced with cheaper competition; and customers waking up to the fact that they’ve been paying for marketing brochures, not miracles, many high-end Western cycling brands are now wobbling financially.
Some have been bought out. Others are scaling back production. A few are teetering toward administration.
And all the while, they continue to price their offerings as though R&D was still done by candlelight with slide rules, and every frame was hand-forged in a Swiss monastery by monks who had taken a vow of aerodynamic excellence.
Spoiler: it isn’t. It’s done by AI in a nice air-conditioned office, using simulations run in the cloud.
Greed vs. sustainability: An honest reassessment needed
Here’s the uncomfortable truth:
• AI and digital tools have massively reduced R&D costs
• Manufacturing efficiencies have made production cheaper than ever
• Customers are more informed than ever before
And yet, pricing strategies seem firmly stuck in the past; laced with the kind of brazen markups that would make a 19th-century London pickpocket blush.
If Western brands truly want to survive:
• Quarterly bonuses need a trim
• Profit margins need a rethink
• Customers need to be treated as intelligent participants, not hapless cash cows
Because make no mistake: the world will not, and should not continue paying £12,000 for something they can now buy (near identically) for £3,000.
Brand loyalty is not built on extortion. It’s built on respect.
The future: Make original the sensible choice again
OEMs need to stop trying to cling to prestige pricing models built in an era where information was scarce and manufacturing was exotic.
Price fairly. Offer genuine value. Respect the customer’s intelligence. Reinvest sensibly.
When the cost difference between an original and a "copy" narrows, customers will choose authenticity every time; not because they’re bullied into it by marketing, but because it makes sense.
Otherwise, Western brands risk becoming tragic relics of their own arrogance, peering out from liquidation sales while China pedals off into the sunset.
Because at the end of the day, if you treat your customers like fools, don’t be surprised when you end up selling to an empty room.
This article is also published on LinkedIn. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.
