Core77

A bicycle built for fun

By Mark Vanderbeeken - March 13, 2007

in Object Culture

An American industry survey recently revealed that the number of casual bikers had dropped nearly 50% in the previous decade, whereas the number of cycling "enthusiasts" has nearly tripled in the same time. That means that there were more than 160 million Americans currently not riding bikes.

Japanese bike part manufacturer Shimano set out to reach out to them. With the help of design consultancy IDEO, they created "Coasting," a bicycle that's "smart enough to shift gears for you, keep you comfy on those casual rides around town, and one that will permanently put a smile on your face."

More on the user-centered research and design process on Putting People First.

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chocomunky

17 years ago

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The kind of people that ride this bike people dont ride in the rain. Ill bet that brown stripe on your back isnt dirt. Its poo-poo.
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C Frank Kellogg

17 years ago

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When are they going to figure out that no one wants a brown stripe up their back or front, especially not casual bike riders. Someone please put fenders on these things.
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