Disgraceful, sexist marketing by Superior Bikes

[King Boonen]

I'm posting this here as it makes my blood boil! We do not need this kind of absurd rubbish in our sport:

From the website:

"LIGHT, MANOEUVRABLE AND STYLISH

Female cyclists do not generally need to push their limits, race against time and increase their adrenaline when riding rough downhill trails. They just want to enjoy the time spent in nature on the bike, and their expectations from the bike are completely diff erent than men's. They look mainly for safe, easy and, of course, stylish bikes that have good and natural handling.

Bikes that can briskly ride on asphalt surfaces and are reliable even in a more rugged terrain. Bikes that can be easily mounted and safely dismounted at any time... Allow us to introduce our MODO collection, specially designed by women for women."

http://www.superiorbikes.eu/en/collection/mtb-lady/

http://www.cyclingweekly.co.uk/news/latest-news/twitter-reacts-to-manufacturers-sexist-blurb-on-female-mountain-bike-range-175003


It's an utter disgrace and irony in the fact that they actually sponsor some very good female riders is not lost.

 

[shalgo]

That is not just sexist, it is remarkably stupid. Do they really think more women will want to buy their bikes if they market them that way?

 

[jmdirt]

WOW! Not smart! While this is true of some woman, its also true of some men. My wife rides for fun and fitness, and rarely pushes her limits, but as I read it to her she was "open mouth" offended. Superior needs a new add person.

 

[King Boonen]

So they're come out with a correction and apparently everyone seems happy.

My main issue, sexist, ridiculous text aside, is their narrow-minded assessment of women's cycling priorities. I have no issue with them offering bikes like this, in fact I applaud it, but to aim such bikes solely at women AND to advertise them as their only womens MTBs (the other bikes are not gender specific but these are) is still a big problem. I know more men who these types of bikes would be applicable for then women. They are hybrids, pretty much every large bike company in the world offers hybrids, but only this one sees it fit to try and push them solely on female riders. Other companies do it right, this lot just don't seem to get it.