I had this conversation with my local Trek dealer and a few others in the industry. A theory is this could be the eventual replacement for the Madone. The Madone has been around s few years. The Domane is new enough there probably won't be much changing it for awhile (other than the Domane Classic). The Emonda seems to try to fit in between the two but overlaps more on the Madone side. Not saying the Emonda will replace the Madone, just a possibility (more of a conspiracy theory)