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Serotta brand relaunching in 2020 w/ titanium road, all-road, and gravel bikes!

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The Serotta name is well-known in cycling, and they’re slated for a triumphant return in 2020, stating “Act II begins.” They’re taking orders now, with deliveries expected in the summertime. The company will focus on metal bikes, with plans for titanium, aluminum, and steel.

After decades in business, Serotta shut their doors in 2013. While they built with a variety of materials, they are best-known for innovations in titanium. Appropriately, their initial offerings for the re-opening are three titanium models:

  • Duetti (road)
  • Modomio (all road)
  • Scappero (gravel)

Pricing for complete bicycles will range from $7,900 to $11,500. A $2,000 deposit is required to secure your place in line, for fastest possible delivery. We will update this story with more information as it becomes available.

Serotta.com

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Ol' Shel'
Ol' Shel'
4 years ago

SEROTTASPEED? I hope not. I can’t find where they’ll be produced on their site.

What killed off Serotta, in it’s last iteration? I recall some nice tapered-tube designs from the ’90s, and an odd-looking rear suspension design. Did Serotta suffer from the addition of Independent Fabrication?

Cheese
Cheese
4 years ago
Reply to  Ol' Shel'

“the frames will mostly be fabricated and finished on the US east coast”

Tim
Tim
4 years ago

Wonder who the owners are, if there’s some connection with what came before, or if just the name was bought.

Paul David
Paul David
4 years ago
Reply to  Tim

According to Wikipedia and their own web page, Ben bought is bringing it back. (Ben Serotta)

Robin
Robin
4 years ago
Reply to  Tim

It’s Ben Serotta.

Gerald
Gerald
4 years ago
Reply to  Tim

I thought a couple of Canadians bought Serotta and named it No 22 and used their old NY facility for manufacture.

b
b
4 years ago

Ben got his name and brand back?

Dinger
Dinger
4 years ago

I thought their steel was more innovative in that it was more different than what existed in the market at the time. The Ti stuff was also great, but there were other similar things being done at LiteSpeed, for instance.

Morten Reippuert
Morten Reippuert
4 years ago
Reply to  Dinger

An better done at Seven & Merlin (in the late years they where made in the other end of the shop – but teh design was Tom Kellog)

Adam
Adam
2 years ago

Nobody did titanium like Serotta. They swaged, butted and manipulated titanium unlike any of those mentioned here. They also used proprietary tubing in Colorado concept titanium.

I have have a Serotta CHT presently as well as two Moots, a Seven and have had Litespeed, Lynskey, Merlin and the list goes on. They were all nice bikes, but none compare to the work done on the Serotta. None are even close. I had a No22 built and that is really the closest thing IMHO since they came over and brought the tooling from Serotta.

The amount of extra work that went into the higher end Serotta titanium bikes are still pretty much unmatched anywhere as far as how much work and the level of detail even present day.

blahnblahblah
blahnblahblah
4 years ago

Coors Light Serotta Colorado the best ever!!!

Crash Bandicoot
Crash Bandicoot
4 years ago

That’s awesome and a apropos that they’re doing a gravel bike. If my memory serves me correctly Ben was one of the first to look at increasing fork trail and lowering BB height on road racing frames to improve stability through high speed corners.

matt
matt
4 years ago

Nice to see them coming back. It does seem a bit silly to make both an “All Road” bike and a “Gravel” bike

Crash Bandicoot
Crash Bandicoot
4 years ago
Reply to  matt

All road always seems like a logical evolution of endurance bikes. E.g. most of the design aimed at Comfortable on road use but capability off-road that surpasses a normal endurance bike. As good as gravel bikes have gotten and even with a set of slicks you know you’re not riding a road bike when you take them out on a group ride.

j pontbriand
j pontbriand
4 years ago

very wellsaid crash!

Jim
Jim
4 years ago

Having built many dozens, possibly even hundreds of Serotta’s while working as a bike mechanic at one of the largest Serotta dealers in the world, and having built and ridden many other competitors’ bikes, in my opinion Serottas were the very best built and best riding frames on the market, bar none, whether steel, Ti, carbon, or carbon/Ti. The swaged steel or Ti tubing was a hallmark of Serotta bikes. Having built and ridden more bikes than I could possibly count, while now a bit old school in several respects, I think those old Serottas are still some of the very best riding bike out there, along with a select few other bikes (that I shall refrain from naming so as not to start that argument), not for a racer, weight weenie, aero geek, or people who think that a harsh jiggly ride means a bike is good, but for everyone else who wants to spend a long day in the saddle. Some credit of course was due Ben, but a great deal of the credit went to the amazing craftsmen and designers who worked for him, such as Kelly Bedford. Many of the factory workers, welders, etc., went to work for 22 after Serotta collapsed. Kelly went out on his own making great hand-built bespoke frames. Hopefully this latest iteration of Serotta bicycles can avoid what to me seemed to be the a series of what in retrospect were poor business decisions that plagued Serotta for years and that ultimately led to the bankruptcy of the brand under Devine Cycling Group in 2013.

Bryin
Bryin
4 years ago

I rode a Serotta built Slim Chance back in 1999, it was a great bike and one of the few I wish I never sold… I do not have much interest in a the reboot… seems like they will be overpriced. I just got custom Kish ti road frame with Reynolds butted tubes for $3300. DELIVERED EARLY. (if you ever bought a custom you know how big an endorsement that is) And the folks making the Serottas may be as good as Kish is, but they won’t be better,

j pontbriand
j pontbriand
4 years ago

i hope it’s ben serotta, who got shafted 7 years ago in what amounted to be a hostile take-over. all iknow is i rode a few of his bikes with the “clorado concept” tubes years ago and they were some of,if not the best bikes i ever rode.

Derek Hill
Derek Hill
3 years ago

I am still riding my Serotta CSI (steel frame/fork) and love it. Looking forward to their next chapter, but probably not looking forward to their pricing.

Scott McClure
Scott McClure
3 years ago

I still have my 19-year old Colorado III with carbon F1 fork. I love that thing – not sure if I would want to make the switch to Ti, especially at a high-four to low-five figure price point.

Rick Graf
Rick Graf
3 years ago

had a custom frame made in 2010
Price was $3,500
2010 Classique Ti OS Big Boy.
Titanium frame, Carbon Forks
i am 6’6″ 260 pound – will ride this frame forever …. Great bike, get compliments from people who know bikes. I am a 35 mile 3-4 times per week rider in Minnesota Summers. Best choice i made….

John clements
John clements
3 years ago

Hi there. I had a CAD steel bike with carbon fork and seatstays. The handling was so perfect that by simply leaning your head to one side would direct the bike into a corner. A new version of this bike with the bigger tyre clearance would be very tempting

Adam
Adam
2 years ago

No22 consists of some of the old Serotta crew including Scott Hock and welder Frank Chenchitz. Bryce and Mike bought the tooling and machines from the defunct Serotta/Saratoga Frameworks. They are built In Johnstown NY.

Craig Smith
Craig Smith
2 years ago

I recently received my custom Serotta Duetti. I’m 6’9″ tall, and the bike is roughly 67cm. I had it equipped with SRAM Force eTap AXS groupset, HED Belgium wheel, and White Industry hubs. The process working with Ben and his team was awesome. Ben made sure I had a good fit; he worked closely with our local folks at Revolutions in Fitness (also great team). I went in for four separate fittings; one specifically for seat, and a final fitting just to make sure everything was perfect with the real bike.

The bike is beautiful. I get loads of comments not only about the size but about the design, welds, etc. It also rides great! I feel so much more of my power is now getting to the road. It’s more smooth, corners way better, and it’s much more comfortable that my previous (custom steel/carbon) bike. Because of COVID supply chain issues, the process took about one year but it was well worth it.

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