Style, speed, grace

Press, 9 November 1978, Page 18

Style, speed, grace

Cycling is . . “The perfect mechanical complement to the human

body.” Str said the seventeenth century mathematician and philosopher Descartes, and perhaps he was thinking of man increasing his unaided speed three or four times, or of

improving his efficiency rating to number one among moving animals and machines. Or, perhaps like the American writer William saroyan, he was referring to “the style, speed, grace and purpose - ’ of a cyclist. Whatever, when 40,000

calories equal the energy output of one gallon of petrol, a man, woman or child can travel a long way by self-propulsion. But the fact that the bicycle uses no petrol and very little oil, that it is practically silent, and causes no pollution are secondary reasons for the

bicycle’s sudden boom in popularity. ; Today the Western | world loves the bicycle I because it is an enjoyable and economic way of ach- ■ ieving and maintaining | health. The bicycle helps control body weight, improves the cardio-vascular j system, promotes a lower I heart rate and blood pres-

sure and increases strength and endurance. A growing concern for physical fitness and the effects of environmental pollution, accompanied by a nostalgia for simpler technologies have boosted world production figures to over 59 million bicycles annually.

Before the 1950 s the bicycle was regarded as a commonplace item. Traditionally manufacturers were small family businesses, catering largely for a juvenile market, (highrisers, choppers etc). The bicycle boom of the late 1960 s took them by surprise, but as a result production more than doubled between 1970 and 1973. Manufacturers expanded production and re-tooled plants to cater for the new growth in demand which was accompanied by radical changes in design and shape. Always regarded as a vehicle for sports and leisure, the bicycle now had an exciting new adult market which demanded a sophisticated light-weight machine with a slender frame. Today consumers

demand a light-weight multi-speed bicycle; with caliper brakes and either

five or ten derailleur gears.

The concept of the bicycle differs throughout the world. In Asia and Africa, bicycles are the work-horse of the people — they are used to transport goods to the market and are often a status symbol. In the U.S.S.R the bicycle remains a major means of transport rather than a health or sports item.

But in New Zealand, increasing demand for sophisticated, light-weight styling, flamboyant colour schemes, promotion and advertising have transformed the bicycle from a means of transport into a socially acceptable consumer item used for healthy leisure activity. People become cyclists first and foremost for recreational purposes, but market surveys show us that bicycles are also used as a means of transport to school or college, to the shops, and to places of work in that order.

The expanding consumer

interest in the bicycle reaches all ages. From three to nine years, there is a traditionally steady market. The Healing Sprite and Sixteen models cover this age group more than adequately. Bicycle ownership numbers are

highest in the ten to fourteen year-old group, where a bicycle is considered a necessity. Apart from juvenile models and novelties, this group also accounts for a substantia! amount of light-weight model sales. Lo-Lines, Cruisers, Dragsters and 10 Speeds satisfy the demands for speed and mobility from this group.

The new very, large adult market, of the fifteen to twenty-four yearolds offers the greatest opportunity for growth in sales. Demand is for lightw eight, multi-speed bicycles in bright colours, principally for recreational use. Our light-weight 10 Speeds give full facility for recreation, transport and healthy outdoor involvement.

At twenty-five and over there is an increasing demand for tourist and sports bicycles with two or three speeds. There is a marked swing towards bicycling in all age groups for economical, ecological and health reasons, and innovations and improvements can be expected in all models to keep up with the more varied and discriminating market.

Contributed by A. G Healing and Co. Ltd.