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In my opinion what doomed the company was their incredibly poor customer service.
The shop where I work was the #1 Serotta dealer in the USA around 2000-2001. Even back then when customers would ask about their bikes we would call the factory and no one would answer the phone. No emails would be returned. Rather than throw Serotta under the bus we would have to make something up.
Even recently people on this forum have had the same complaints. This changed only after Bill Watkins took over. By then the company was almost over the cliff. Too little too late.
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