Originally Posted by
Koyote
Oh, yes, definitely a good business move for Trek. The typical Garmin cycling item has only a 25% (or so) markup from wholesale to retail -- e.g., a $600 1040 Edge computer probably cost the dealer around $480. That's a pretty thin margin. An LBS would probably prefer to sell the Trek radar unit (esp if it performs as well as Garmin) just for the likely larger margin.
It might be a somewhat easy sale to people "afraid of cars" (but who wouldn't necessarily want to spend $$ on an head unit they might not understand, especially, against familiar smartphone apps).
Note that Garmin has a phone app for the Varia.
https://www.garmin.com/en-US/p/716691