WHISTLER, British Columbia (BRAIN)—Norco unveiled its 2012 line in Whistler, British Columbia earlier this week, highlighting three new bikes, appealing to a wide variety of riders.
“Just getting out to ride our new bikes was the highlight for me,” said Dustan Sept, marketing manager for Norco. “To be on these new bikes—that’s what we work so hard for.”
Roughly 20 cycling media outlets had the chance to demo 60 demo bikes including Revolver—a 100-millimeter travel 29er. Build on the Norco’s new A.R.T. suspension platform, the Revolver combines technologies like a tapered headtube, integrated dropouts and custom hydroformed tubing. The end result is a 29er that’s stiff and lightweight.
“It’s definitely growing for us,” Sept said of the 29er category. Revolver models will retail for $5,375 - $2,325 and be available in October/November.
New for 2012 on the downhill side is Aurum. “We worked on this bike with our downhill team,” Sept added. The new bike actually started out as just having a few revisions to the current platform, but then it quickly swelled into a complete redesign from the ground up.
Norco’s new Gravity Tune geometry on the Aurum optimizes suspension kinematics and frame sizing for average rider height and weight in each frame size. By varying chainstay length—keeping it proportional to the front center length—Norco was able to ensure consistent rider weight distribution over the wheels in each frame size. Aurum models will retail for $7,350 - $3,550 and will be available in October.
Norco may be known for its mountain offerings, but the company is definitely making more of a push in road, as evidenced by the new road endurance bike Valence. “It’s for people that might not be racing, but want that performance bike,” Sept said.
Valence features a taller headtube for a slightly more upright riding position, which makes for a more comfortable ride. Valence models will retail for $5,399 - $829 and will become available starting in September.
—Jason Norman
jnorman@bicycleretailer.com
