BMC + Campagnolo: AG2R Citroën spec team bikes UK bound

Monday, 16 January 2023 Simon Cox

Tour Down Under fans will already have spotted the new AG2R Citroën Team bike; the Campagnolo Super Record EPS equipped BMC Teammachine SLR01.

So it’s with interest that I asked Jamie Herd, Marketing Coordinator at ZyroFisher if the brand new BMC Teammachine SLR01 – as ridden by AG2R Citroën Team for the 2023 season – will be offered in the UK, equipped with Bora Ultra WTO wheels and the Super Record EPS groupset. Answer: “Yes.”

The Italian groupset and wheelset manufacturer has an undeniably loyal UK following – fair to say there’s no such thing as casual Campy fans. However it’s also fair to say that, over the past 6 or 8 years, a number of Italian bike brands have chosen other groupset manufacturers for their UK bound bikes, possibly reflecting brand perception challenges in the UK.

For a section of UK customers, looking for performance focused bikes, the influence of product being ridden, and winning races, at WorldTour level is significant. Retailer insights routinely back this up.

What’s interesting here is that it feels like, in the UK, Campagnolo is starting to see a resurgence, with new riders interested in experiencing Campagnolo for the first time. Ironically, for many, it’s not the swashbuckling riding style of Tadej Pogačar that’s got them looking at Campagnolo. Its Ekar.

A 13 speed, ultra lightweight gravel groupset has opened more doors in the UK than any other product from Campagnolo in the last 10 years. “Give me proof” I hear you shout. A certain American bike brand specc’d Ekar on one of their gravel bikes, marking the first time in a decade they’d equipped a bike with Campagnolo. It rapidly sold out.

Capitalising on the success of Ekar, and the Levante gravel specific wheelset, Campagnolo has recently announced a partnership with Rapha, introducing Rapha Cycling Club (RCC) members to Campagnolo equipped gravel bikes at Rapha clubhouses globally. A logical premium brands partnership, and an influential marketing move.

What’s all this got to do with BMC and AG2R Citroën Team bikes?

As conversations about reshoring ring loud around the industry, has there been a better time to introduce customers to Campagnolo? A brand with Europe based manufacturing. A premium product, partnered with a team counting 20 Tour de France stage wins to its name, including stage 9 of the 2021 Tour, with Ben O’Connor.

ZyroFisher are the UK distributor for BMC bikes, with AG2R Citroën Team bikes available from Mid 2023.

Chicken Cycle Kit are the UK distributor for Campagnolo.