Step 0: you are the dominant brand so you arrogantly charge inflated prices
Step 1: competitor companies arrive but you turn your nose at them
Step 2: your stuff is overpriced but doesn't actually perform any better
Step 3: nobody buys your stuff because people are actually rational
Step 4: your poor popularity means few bike shops sell and service your stuff
Step 5: the lack of service becomes yet another knock against you
Step 6: you arrogantly double down on the luxury farce
Step 7: you go bankrupt and your brand name is bought by the Chinese

lol...