Revolutionary rather than just evolutionary progress: this approach to the development of bicycle components made it possible to set new standards in the industry. Optimisations of stiffness and weight ratios brought decisive competitive advantages. Fundamental design innovations characterised the design language and made the products recognisable at first glance as groundbreaking developments. The functional advantages were noticeable, and the design language made these advantages visible. Due to these qualities, the products could be placed in a higher priced segment.