Serotta: Return of the Legend

[mcteague]

Originally Posted by rapid_ti

I don't think Ben has any desire to build up a huge business. He seems to be producing small quantities with a small team, all of whom have no desire to retire.
By the way, he exhibited at the Philly Bike Expo, someone here in the forum reported on it and posted pictures.

I decided on a Serotta because he knows bike fitting like no other and because my wishes were realized 100%. And no, I'm not a dentist!
I presented the result here:
https://forums.thepaceline.net/showthread.php?t=292597

Maybe I missed it but who is making his frames now? From reading these posts it appears to be outside the country. If so, why the top level price?

Tim

[Elefantino]

Originally Posted by mcteague

Maybe I missed it who who is making his frames now? From reading these posts it appears to be outside the country. If so, why the top level price?

Tim

The name. Can't be anything else.

[Elefantino]

Originally Posted by rwsaunders

I had a 2000 Legend that I never should have sold, although I found a 2001 CSi a year or so ago that rides just as well and looks just as good. Tough to beat Ti though, in terms of road feel and being able to wipe dried worms from your frame with lemon Pledge.

Lots of knowledge shared and bikes/parts bought and sold on Paceline over the years, and many folks here were brought together by Ben et al through the Serotta Forum. I will always be appreciative of that, so good luck to Ben and his clients and long live the dancing banana.

Remember the wooden wine box?

[54ny77]

I like turtles.

[marciero]

Originally Posted by mcteague

Maybe I missed it who who is making his frames now? From reading these posts it appears to be outside the country. If so, why the top level price?

Tim

Of course you cant find that information on the website, which is a hodgepodge of mixed domain names, overlapping content, circular and non-sequitur links, and inconsistent and jarring graphics layout and transitions.

You could be generous and say they are focusing on the building of bikes, or you could say the website is a reflection of the lack of focus and clarity in the brand, and frankly, of lack of organization.

That sounds harsh but this is coming from someone for whom the Serotta name has a bit of cache based on the classy bikes I remember from when I first got into cycling. I have a hard time connecting that past to what they are doing today. Maybe what they are doing today is great. But its definitely different if they are not building the bikes themselves.

For example, back in the day wasnt the tubing proprietary? They had their own blends of steel produced according to their spec. At one point werent they even fabricating or drawing their own tubing? These kinds of things were characteristic of the brand. Apparently they are trying to draw on that whole legacy but it is not clear if or how those things are connected to what they are doing today.

[Rabaja]

I have two Serottas, a 2003 Legend and a 2013 Ottrott. Best bikes I’ve ever owned. Stable, precise, durable, light. One thing I really liked about the old Serotta is that everything was done in-house. Doubt I’d go for the new iteration.

Fwiw, here are the weights (added Parlee for comparison). 64 cm frame, similar parts, tubeless:
- 2003 Legend (eTap 11, Fulcrum Racing Zero Comp): 18.5 lbs
- 2013 Ottrott (9200 Di2, Fulcrum Racing Zero Comp): 17.9 lbs
- 2023 Parlee Zero Disc (9200 Di2, Princeton Carbonworks Alta): 17.4 lbs

These bikes are not inexpensive. But I get one only every ten years and they have provided exceptional value imho.

[PaMtbRider]

The tubing is proprietary and is sourced from overseas. They are welded, finished, and assembled in upstate NY.

The pricing is what it is. Our most recent bike purchase was a Bingham for my wife about a year and a half ago. Pricing was similar if not slightly less than a new Serotta.

Serotta sends out promotional emails on a semi regular basis offering discounts or free upgrades. I'm not aware of Bingham, No22, Hampsten... typically doing this. Perhaps this is baked into Serotta's pricing structure. Lots of people need to feel they are getting a deal. Offering a "limited time" price appeals to many. I think they also offer a Serotta loyalty discount. Lynskey is well known for this marketing strategy. I personally am not fond of it.

[Fat Cat]

It's always fascinating to see the criticisms leveled by persons with no experience or vested interest.

I can't afford anything like that many $ for a bike. I do have two steel Serottas and am scheming on an early Legend. I do what I can.

[benb]

It's been said here in one way or another but I think it basically comes down to the simple fact that if you want to sell a bunch of $14k bikes you need to be really really cool and in the moment.

You better be all over the radavist or whatever, or have a World Tour team riding your bike. All the cool kids gotta want that bike really, really badly.

Serotta had that at one point but hasn't for a long time.

I don't know what the route is to getting that cool again, but it seems like you gotta find some way to come back at a lower price point and build that cool factor.

And yes I had a custom Serotta I paid full price for brand new, made for me. Not speaking from total ignorance or separation. One of the first cycling friends/mentors I had rode a Serotta so they were cool for me from just about day 1. I also have/had a couple local connections.

[NHAero]

Originally Posted by Fat Cat

Snip
It's always fascinating to see the criticisms leveled by persons with no experience or vested interest.

We don't have experience running a bike company. But we have a lot of experience commissioning and paying for high end custom bikes, so why isn't that applicable here? I'm saying that for my money I'm going to choose as direct a relationship with the designer and actual builder as possible, which is why I worked with Brad Bingham. And though it was expensive, it was less than the new Serotta being discussed here, and with somewhat higher end components.

Commenting on the new bike and its price and equipment is a legitimate exercise. It doesn't mean any of us don't wish Ben well, and aren't appreciative of what he accomplished in the past.