They are Cervelo's price point bikes. The only lower model is the $2600 RS.

Performance-wise, your not really losing much to SRAM's upper level groups...with the exception of weight and the Zero Loss on the Red rear shifter. Cervelo specs all their bikes with base model Fulcrum 7 wheels. Like many have said...ditching the Fulcrums would be a good place to start. The contact points are already pretty decent being from 3T and Fizik. Possible upgrade after the wheels may be the cranks.

As for upgrading the Rival drivetrain...its not really necessary...unless you wan to reduce weight and all some bling.