A most excellent article, thanks for the link!

I don't think Campy is like GM. There's no aura, or fanaticism for most of their products. They are also at one time, produced the highest annual production/sales numbers.

A more comparable company would be Harley Davidson. One that also had a checkered past, bounced back and holds a position of most desired product in their industry. Expensive, exclusive, niche, fanatic following, and well-marketed. But like the article's reference to the lawsuit to protect a 'reputation', Harley tried similar at their height, by claiming the sound of their exhaust should be patented. The sound of a V-twin is theirs and theirs alone by reputation.

Like so many of such high-end companies, it will depend on how well they can keep their reputations and mystique, to stay alive. Once the buying public in that segment dies out, no one cares.
It's interesting to read how low the USA market is towards their annual sales. I got the feeling that execs have decided to not focus on the USA market, perhaps thinking it's a lost cause due to our population's disposable/cheap/low-quality mentality. Could also be that Lance and Shimano and now SRAM is too big an image to tackle. But they once arrogantly dismissed this market before, when mountain bikes were invented here, and it didn't turn out to be a local fad.