Mavic’s innovations awarded at Eurobike

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From Next magazine issue4/2010. Text by Ilkka Järvimäki

The prestigious jury based its decision to award the Huez racing shoe mainly on the shoe’s light weight and bold color. “The product radiates speed,” said the jury in its statement.

Available in bright yellow or modest white, the Mavic Huez weighs only 270 grams in UK size 8.5. The weight of the shoe affects the power and efficiency of cycling. The lighter the mass to rotate, the better. The shoe must also convert the power into movement as efficiently as possible. Comfort also plays a role in all this.

“In Mavic’s cycling shoes, overall performance comes from the Ergo solutions, which improve comfort and fit, and the Energy structures, which enable efficient power transmission,” said Michel Lethenet, Mavic’s head of PR, at the company’s eye-catching stand in Friedrichshafen.

Better together

The Mavic Cosmic Carbone SLR wheels are packed with innovations. Designed to be used with clinchers, the wheels are extremely aerodynamic thanks to their 52 mm carbon rim. Their brake tracks are treated with Exalith to improve braking efficiency, reduce rim weight and give the wheels a stylish look.

Mavic highlights the benefits of wheel-tire systems. The best and most expensive models in the range always come with Mavic’s own Yksion tires. A pair of wheels with tires weighs only 2,239 grams.

“A good road wheel offers a good balance between lightness, stiffness, aerodynamics, durability and comfort. In addition, it must be reasonably priced,” said Lethenet, describing the challenges dealt with in product development.

Patience instead of fads

Lethenet used highly rational arguments when describing the background to Mavic’s success to both jury members and end-users.

“Mavic is not involved in the fashion business. We make nothing but high-quality products that benefit from our long-term R&D and close cooperation with cycling professionals and enthusiasts.”

The results of the process are clear to the eye. The world’s best cyclists train and compete using products that are also available to any recreational cyclist.

“Mavic wants to make the best possible products for each purpose of use. This calls for continuous work and patience. Going after every trend and fad does not fit in with this philosophy,” said Lethenet.

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