A few days ago, San Carlos, California’s Ritchey announced the unification of their high-end carbon fiber line. All carbon bbike bits will now be under the SuperLogic nomenclature. So, that means that the brand’s highest-grade carbon handlebars. seatposts and stems will carry a single name.
The move is designed to cut through confusion that had built up around the brand’s carbon fiber offerings. Now there is a straightforward way for riders to identify what they’re getting.
“We found that people got confused when there was a WCS alloy part and a WCS carbon part, and then we made it worse with a few of our stems,” Kevin Putzke, general manager of Ritchey Asia, said. “We do them in a finish called ‘blatte,’ and although they are aluminum, the black finish looks a lot like carbon. People would say, ‘I’ve got the carbon bar and stem,’ and we’d look at them and go, ‘Yeah, not really.’”
The SuperLogic name isn’t new. Ritchey originally used it to describe its lightest carbon components. But now, after the streamlining, it’s being applied consistently across the entire premium carbon fiber range.
With carbon, it comes down to the raw material you’re putting in before it goes into prepreg or anything…it’s the actual fibers,” explained Putzke, “They’re made to different levels and different weights; the highest ends are going to be the most expensive. What becomes a SuperLogic product starts with a strength and weight target. Not a cost target.”
It’s in the Name
The name itself goes back to founder Tom Ritchey’s “Ritchey Logic” design philosophy. A philosophy that was developed around practical, functional engineering. SuperLogic is essentially the extension of that thinking, applied to the brand’s highest-spec carbon materials. And it’s building on nearly 20 years of carbon component manufacturing.
The most recent addition to the lineup is the SuperLogic Mountain Bars. Ritchey has also indicated that more SuperLogic products are on the way across all of its product categories.
Check out more at the link below.
ritchey-streamlines-premium-carbon-bike-bits-under-superlogic-name
