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Serotta Debuts New “Colorado Ready Custom” Bicycle Deal

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Serotta has introduced a line of prêt-à-porter semi-custom steel bikes with the hopes of introducing a new generation of folks to their brand.

Without dropping the coin to get the full custom Serotta fit and build experience, their new Colorado Ready Custom program builds up a bike for under $4,000 using one of 18 “ready custom” frame sizes developed from their 38 years of bike making experience.

Shown above is the Colorado with green trim. Check past the break for gray and a closeup of the headtube. Oh, and the full press release…


PRESS RELEASE: Serotta, leading manufacturer of hand-built bicycles for over 38 years, introduces the Colorado Ready Custom, at under $4,000 for a complete bike. The new model will preview at Interbike, and highlights the company’s devotion to quality for a wide range of cycling budgets.

“We’re really excited to introduce Serotta’s unrivaled performance to a new generation of cyclists,” states Founder Ben Serotta. “The Colorado Ready Custom incorporates all our all of bike building and fitting experience and puts it into a package that is more affordable and accessible to those who wants to experience the caliber of a Serotta ride.”

The heart of the Colorado Ready Custom is the frame.  Designed and crafted by hand in Serotta’s state-of-the art facility with painstaking attention to every detail each showcases Serotta’s blend of form, function and heritage. Behind the highly responsive, smooth ride is the C5S Colorado Concept triple butted tubing, exotic steel engineered and produced exclusively for Serotta by Columbus of Italy. The 18 Ready-Custom size configurations are based on analyzing the tens of thousands of actual custom frames the company has produced over its 39-year history.

With the Colorado Ready Custom, Serotta also introduces its Tried & True build packages.  Whereas most bike builders water down component lines to cut costs, Serotta takes a no-compromise approach to parts selection.

“These are great value recommendations we’d make to our friends and family.  They perform with great reliability and of course the cockpit supports our approach to proper fit…hence the name, Tried & True,” says Steve Fairchild, Director of Dealer Sales.  Tried and True kits feature parts from SRAM, Shimano and other leading manufacturers like Deda Elementi, 3T and Selle Italia.

The results are bicycles with superior fit and performance from stem to stern enabling the Colorado owner to ride faster and farther with the least amount of effort in the greatest comfort. The Colorado Ready Custom will be available beginning this fall through the nationwide network of Serotta dealers or by contacting Serotta directly through Serotta Concierge, the company’s on-line presence.


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