If you’ve been eyeing a new Lauf gravel or endurance bike, they just became a lot more accessible – and affordable. While they had enjoyed solid sales in a few key Midwest U.S. and other markets, it made more business sense for Iceland-based Lauf to switch to a consumer direct sales model.
The decision to move to a direct sales model was not made in haste. Pre-COVID, their team had rotated on nearly continuous two-week stints traveling the U.S. to visit dealers and hold demos for years. But in order to get their bikes out to more riders, they have introduced their Direct To You sales program.
Drop shipping means dropping prices
They’ve dropped prices across the board by about 25%. In the U.S., their Weekend Warrior Builds see near $1,000 discounts. But something like the Ultimate build goes from over $10k, to around $6k. Just bought a bike and bummed about the new prices? If it was within 30 days, you can contact Lauf and get a store credit for the difference.
The price drop also extends to customers in the UK and in Europe, though the new discounts aren’t as much since the pricing seems to have been lower over there to begin with.
Of course a consumer direct sales model will require the customer to assemble their own bike, but in our experience Lauf bikes arrive mostly pre-assembled. Even for an obsessive mechanic, bolts were properly greased and almost everything was properly adjusted. Completing the build requires you to install the handlebar, seat post, and front wheel.
But the new pricing isn’t all of the news…
Size Specific springs on True Grit SL forks
