All

Few broad (highly speculative) thoughts as it pertains to Santa Cruz. First, I think its a bit of a fool's errand to say a brand is no longer "core" because they've grown or a more affluent buyer all of a sudden has taken interest. Yeah, maybe its a little bit of a sell-out type of thing to see 52 year old dentists driving Sprinter vans owning your product, but my Brother in Christ, this is capitalism. To a degree this is the point. To add, the entire company is owned by a multinational conglomerate. So any thoughts of "soul" or...

Oof. This could be the beginning of the end for Santa Cruz being know as “core” company. They were already losing that foot hold, but man, Pon is making quick work to potentially dissolve this brand into mediocrity.

Remember when everyone was criticizing Shimano during the pandemic when it was impossible to get their product but they refused to ramp up production? Whos laughing now haha

I'm more interested in how the reaction to price increases will go for companies that have had year+ long firesales. It's one thing to discount a product even if it is 40-50% for a bit as that's how most 'sales' work, but how do you justify a price increase when your product has been even just 20% off for over a year?