IDEO and Shimano's resulting strategy spoke to these factors with the development of a reference design for a bike to inspire designers, original equipment manufacturers, and independent dealers. The bike is the embodiment of "pure riding," with innovative components from Shimano enabling lower maintenance and increased comfort. The strategy also included a campaign called "Coasting" to raise awareness among casual bikers and educate independent dealership staff about the singularity and value of the new offering.
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