"Trek I think is trying to enter a new market they have yet to crack"
Chip,
It's a bold and interesting move on Trek's part. It could be very good for them.
My sense of what happend is that the game has changed quite a bit and the playing field has evened out at a much higher level in the triathlon bike buisness. A few years ago there were only maybe two companies, QR and Cervelo who were REALLY delivering on what triathletes needed/wanted. That's all changed, now as just about every bike manufacturer, Trek included is offering very good bike product for triathletes. The main beneficiary here have been triathletes themselves. The range of the selection and choice has never been better.
As for Trek, specifically, they have always been in the market, albeit not with the best product offering in past years. However, the TTX and Equinox lines meet and exceed possibly the offerings of all the other players in the market. As I said, the playing filed is getting very even.
Steve Fleck @stevefleck | Blog