Hello,

yes, I'm aware of this quite prolific side of their business.

But I was wandering if becoming title sponsor in 2020 was the sign of more.
More than their usual partnership, technology (aero, carbon, ...) and marketing (putting a sticker and showing some nice pictures of the "co-engineered product" aside a very phallic McLaren F1 - preferably not one with a Honda engine :-)

Are they planning a real shot to the bike industry ? Creating a bike brand, or buying and re-naming an existing brand ?

OK.... probably no one is going to answer "Yes, this is secret, but here are the first pictures in wind tunnel of some bike..."

This is not business rocket science however. If LVMH is buying Pinarello, as they only purchase luxury brand to make them more profitable, it is because there is potential to sell extra pricey bikes in good numbers. At least it was the plan. LVMH business model is simple (same for Kering) : you buy a luxury brand, a bit down the slope, or "under used" and move up the hype and visibility to sell products at 90% gross margin. And.... it works.

Is the bike market identified as getting a growing "Luxury high-end" segment, with potential to sell gobs of super pricey bullshit bikes to mostly ignoring customers ?
Was the chinese market the target... you know, lot of peoples there with big (or not) money willing to be nice consumer and get luxury product... ? And this vision disappearing with bad economic news in China ?
Was Pinarello under-performing ?
Where are the plans and only carbon pieces made of the Lotus 112 ?