Depending on where you buy it, the new Framed gravel bike could be called the Baja or the Gravier. It’s the same frame, just with different paint and name to differentiate between those sold direct on their website and those sold through bike shops. More on that in a minute.
The important thing is you can get a carbon disc brake thru axle gravel bike frameset for $999 and a complete bike for around $2,000. It’ll also have the upgrade option of TRP HyRD brake calipers and Framed’s as-yet-unreleased PUB carbon wheels…
The Framed Baja will be sold through independent bike shops…
…and the Gravier is sold direct on Framed’s website. Frame weight is around 1,100 grams (claimed). Pricing is TBD (look for them to be about $2,000 with SRAM Rival), the bikes start shipping by end of February. When they do, you’ll be able to upgrade to their new PUB gravel carbon rims, with either their 6-pawl PUB hubs (+$550) or DT Swiss 350 (+$650) hubs. Full tech specs and details on those new rims, plus new fat bike rims to accompany their current 80mm wide option, coming soon.
The geometry chart serves both bikes. The Gravier comes in your choice of black/gray or black/white.
Now, about that sales strategy:
“If we put something online, dealers invariably have customers coming in asking for the bike,” says Erik Jordahl, Framed’s GM. “That happens with our fat bike – the Wolftrax is sold in stores, the Minnesota and Alaskan are sold online. But those frames are different; dealers get something unique from what’s sold direct online. So we occasionally let it slide if a dealer wants to sell one of the others to keep their customers happy.”
With the gravel bike, they wanted to make it easier for shops to satisfy their customers, but also (and primarily) because they weren’t sure what the volume will be. So, running with a single frame SKU minimizes inventory risk and actually gives the IBD a wider range of options than Framed will sell direct through their website. If you want a SRAM equipped bike, you’ll be able to get it either through your local bike shop or direct from Framed, same price either way. But, none of the consumer direct bikes will come with Shimano parts. If you want a complete bike with a Shimano drivetrain, you’ll need to go through your local dealer.
Why do it this way? Besides the inventory management, it’s quite simple: Erik says consumers are shopping online more and more, so the smart brands are setting up shop there in some manner. But dealers can help spread the gospel, and some customers (wisely) enjoy being able to walk into a shop and touch, feel and test ride a bike before buying it. So, best of both worlds.
