Trek's Project One truck is the grand daddy of all demo trucks.
While in Sedona, checking out Trek’s latest 29-inch offerings the Fuel EX 29 and Remedy 29, they dropped another big announcement that their Project One customization program which had been available on road bikes for years would now be offered on select mountain bikes models.
Thanks to similar customization programs from popular brands such as Nike, Quicksilver as well as a host of car companies, consumers are becoming more and more used to being able to have an increased say in the products they buy. This rings especially true for riders who are willing and able to shell out big bucks for a high-end bike. While there are certainly mountain bike companies offering customization, even down to the frame geometry, this is usually reserved to small builders that only make a handful of bikes per year. No one even close to the size of Trek as a company is offering this level of customization.
Three options for road, three options for mountain. If Project One continues to grow the way Trek hopes it will, maybe well see custom long-travel sleds on the mountain someday.
The initial Project One mountain bike options let you choose from the top-tier options of their most popular bikes in the cross-country and singletrack trail categories: the Superfly 9.9 SL, Superfly FS 9.9 SL and Fuel EX 9.9.
For Trek, this is not about simply letting riders choose the paint color on their bike. Trek also lets you pick which suspension, drivetrain, brakes, and so on all the way down to which grips that you want. This level of control lets the rider get exactly what they want, right out of the box.
The back wall of the Project One truck is covered in inspriation for your own color combination.
This customization is especially helpful when you consider the different demands that mountain bike companies try to satisfy from the varying regions around the world. Product managers constantly struggle with tough compromises when spec’ing models. Everything from tire choice, to handlebar width, to the number of chainrings on the drivetrain can be considered choices which are dictated in part by the types of trails in different regions. For instance, while many Europeans, especially those riding in the Alps, swear by the 3x10 drivetrain, many in the states don’t think you need more than two chainrings anymore. With Project One, Trek doesn’t have to make those tough compromises for their top-tier offerings.
It's not just about the frame color with Project One. For mountain bikers, the biggest benefit may be the component customization by getting to pick out everything from wheels, suspension, drivetrain and brakes all the way down to the grips you want.
To support their program, Trek invested in what is essentially a mobile Project One showroom. The impressive rig must have cost Trek a pretty penny, but it is a truly effective show of force that will be attracting attention across the country as it travels around to major cycling events throughout the year.
The Project One truck is equipped with wi-fi so especially interested riders could even order their new bike right on the spot.
Behind every good demo truck is a good demo dog. "Libby" keeps an eye on things in the Project One truck.