no one ever listens to poor zathras

the real future of serotta, if it has one?  the 3000 dollar stock titanium road racing frame.  i've said it before and i'll say it again.  if you have a (reasonable?) stock carbon road frame and a killer, uber-expensive aluminium racing frame, what's left?  the stock, titanium road racing frame.  not a fucking long-low, bullshit fender bike.  not some idiotic, old-man, high-headtube frame.  a real, tweaked, tight racing frame.  stock sizing only.  no stupid, thousand dollar, douchey flame paint jobs.  make (most of) 'em to order, but have the shit on hand to build and ship them pretty quickly.  use the top-shelf straight-gauge ti tubing, and make them ride like the best racing frames, and deliver them at a great price.  with their ludicrous and fucking obscene pricing structure, serotta is swirling around the bowl on their way out.  clearly their brain trust is a loser crew; if they don't adopt a racing mindset and use their titanium fabrication skills to their best use at the right price, it's adios motherfuckers.

if they really want to prove they have giant balls and want to be players in the racing-style bike game, serotta could also offer a stock steel racing frame and fork at ridiculously low price, sized just like the titanium racing frames, every cm from 48-65, perfect for people who know better and are on the tightest of budgets and want a proper-fitting racing frame that comes in more than 3 sizes.  or maybe those people have the serotta ti racing frame already and want a second frame but don't want to spend another three grand.  something.  serotta had better come up with something, and way back in ancient history they know how to make a world-class racing bike.

if the road and mountain frames start to make money, they could add cross to mix as well.  it sure sounds better than flushing your brand with dentist's bikes that nobody wants.

update: with friends like these...you are fucked if you are serotta.  i bet richard sachs is really, really happy he didn't decide to make sachs frames, inc. a bigtime factory 35 years ago...