It eliminates a huge hurdle in the selling process and dramatically improves the overall online bike buying experience.”ĭiamondback has also partnered with the Beeline Bikes mobile bike service. “While it typically takes a skilled bike mechanic over two hours to build a bike in a shop, Diamondback customers can now build their bikes within minutes. “We completely overhauled our manufacturing, assembly and shipping process to create ReadyRide,” said Steve Westover, Vice President of Marketing for Diamondback. The Diamondback website features ‘intuitive ‘how-to videos’ to assist in the assembly with expert mechanics available to answer questions via the site’s live chat feature. No experience is necessary for the final bike assembly, which typically takes less than 10 minutes to complete. Here, new Diamondback bikes priced over US$450 will be shipped direct to consumers 95% assembled. The centrepiece of Diamondback’s new consumer direct program is ReadyRide. Over two years in development, the platform includes a ‘user-friendly web interface with bike customization options and online support, combined with direct shipping, easy-to-assemble bikes and convenient mobile service options’. The bike brand’s direct sales model will aim to deliver an ‘aggressive pricing structure for premium bikes’. Diamondback Bicycles has introduced a comprehensive consumer direct purchasing program, ‘ushering in a new era in the bike buying experience’.