Originally Posted by
Quel
What marketing does Cervelo even do? Nothing compared to Trek or Specialized, that's for sure. They get word of mouth marketing mostly, because they are great race bikes.
Cervelo spends a lot of money getting top pro riders on it's bikes. That's marketing, and it works among the demographic likely to buy Cervelos. Trek and Specialized, and all the other big race bike companies do the same thing. Other forms of advertising are targeted more at casual riders, and Cervelo doesn't really sell anything in that market.