Spent a bit of time on Surly's website today, and I love it. While their website is slick, their comments are not those of marketers, more just the guys who make enough money making great bikes that they no longer have to convince us, the buying public.

Here are a couple of selections I particularly liked:

We've made some edits based on questions or concerns people raised, but have left it mostly untouched. Unlike your mom.

And anyway they're fugly.

Saddle WTB SST Comp , Steel rails. Black vinyl. Feels pretty o.k.

We sell this as a frameset only, and advise that to properly make use of the option this frame provides, a certain level of mechanical aptitude is required. You have been warned.

If you’ve ever wanted a little more float and traction to get you over the hills and through the woods to Grandmother’s House of Ill Repute and Freestyle Taxidermy, consider the Moonlander.

I note, however, that they are after a new marketing manager, I hope that their new one doesnt kill off this style.

Disclaimer: I own a LHT, and love it. I have been on a few short tours, and on the last one was heavily loaded, and had to ride a km through deep mud in socks and sandals. I didnt want to put my feet down. My bike performed beautifully, much better that I expected it to.

z

Nice Post..

Surly is Nuts, but I love 'em anyway!

- Slim

The best marketing is able to pass itself off as something else. Don't fool yourself into thinking the Surly attitude isn't carefully honed.

Actually I would say given their target market, they are very good at marketing. Maybe not traditional marketing, but your average Surly riders aren't typical riders either. They know exactly what they are doing and who they are speaking to!

Yes, "they" are praying on us poor souls. Be careful and trust no one. Buy only from those you are sure are sincere. OK?

Well, since I'm sure no one is sincere, I guess I'll have to start growing bamboo to build my own bike. But can I trust myself?

Down with capitalism! Vive la revolution!

But what I was actually saying is, don't buy things just because the company website seems cool. That said, I own a Surly.

I love their style as well.

Tis marketing with a different target market.

You Should know , by now, the actual stuff is all made Abroad ..
CAD design specifics and drawings, emails quickly from MN,USA to TW,ROC
as does the line of credit to pay for it.

When it comes to marketing Surly is a mean, clean running machine, much like my Long Haul Trucker is as a bicycle. I love their products, and I enjoy their marketing. If it works for them To make a little more $$$ so be it...

Drinkin' the Kool Aid, EKW

Now that they've finally changed the color of the Pacer (I've been waiting to buy one, but refused to because of "british racing green"), I'll let the insinuation about my mother being a ***** slide

Dig my LHT and will gladly give them my money again. Thanks guys!

Oh... sorry mods.

Agreed. I like them, I like their bikes. At this point, the only way to get away from corporations is to buy custom, and I can't afford that yet.
Love my LHT too.

Abroad?

Oh noes!!!

I was made Abroad too, I guess that means I am no good huh?

z

Exactly. I used to work in an ad agency. We had a couple of clients we did this kind of work for. It was fun.

I enjoy the website. The blog is pretty funny, too. I don't think it's that they don't need to sell people on their products. I think it is a niche market but there is plenty of competition from other steel bike makers. All in all, Surly has fun "marketing" and I am satisfied with my CC.

edit: after a few posts on this subforum, I realized I am inadvertently advertising for Surly. Surly is for my CC, Laika is from what I've named it, Laika Pilgrim. Oh well...I like their bikes.

I have yet to enjoy a full glass of Surly Kool-Aid, but I did get a sip (note forks):

Does the fork make much of a difference from your previous fork?

A huge difference... of course it replaced the cheap OE suspension fork so that was to be expected!

LOL those are great RealCyclist.com has some good stuff intermixed on their site as well.

I don't really find this sort of advertising appealing. It could have something to do with getting older or working in the financial industry but I prefer a more professional approach.

Have some more koolaid. Surly is part of the Quality Brand Products corporate conglomerate which includes Salsa, Problems Solvers, All City, etc. This is not a company of 20 people working out of brick building in the soho district. The whole Surly thing may be cool marketing, I appalaud the courage to be different, but it is as intentional as the fire red rims on your fixie.

As long as their manufacturing plant continues to crank out quality frames, I don't care what their advertising plan is. I bought my Cross Check based on owners' reviews posted here, and value/price point. They make (a few) decent, durable bikes stocked with mid-range components for people who want a reasonable priced vehicle they can beat the snot out of and not feel bad about getting it dirty and scratched up.
Then they make crazy stuff like the Moonlander.

My favourite description of anything in their specs was regarding wheel components:
Spokes - DT 14g, silver. Spokey.

Actually Surly IS a company of about 20 people who only work on Surly at QBP and they are responsible for everything except manufacturing. They really live the brand everyday and have fought for their independence. And yes indeed it is housed and was formed at QBP (Quality Bicycle Products BTW) which is not a corporate conglomerate but a privately held company that mainly distributes bike parts to shops in North America. The vast majority of employees at Q work on that effort.

Surly and their other small bike brands have absolutely benefited from the proximity to the industry, the product knowledge, and the distribution which comes from Q. But to dismiss it as a calculated corporate marketing shill is an uninformed opinion and frankly insulting to the dedicated bike nerds that invented, market, and ride the Surly brand every day. But trust me, they don't care what you think.

Surly the next rivendell?