January 28th, 2021 12:00am
As they say, all good things must come to an end. This year will end the 40 year run of the familiar yellow support vehicles dawning the Mavic brand name in Grand Tour events around the world.
There is no doubt that the Shimano will do a fine job taking over the duties, but I for one still need to morn for a bit longer. I was fortunate enough to ride in one of these vehicles while shooting photos during the Tour of California. But my fondness for the yellow vehicles began years before like most of my generation when american racers starting winning and Mavic was very much front and center of the coverage.
The decision to relinquish the role was driven my financial challenges of the last few years and the selling and reselling of the brand. The future is looking bright with new ownership in Mavic, but it will take a bit to turn around and that usually means cutting costs. No doubt its a costly endeavor to cover the world supporting spandex laden riders. Mavic will continue to produce some of the finest quality product in the industry and get their focus back. But that doesnt mean we wont miss their presence at the races. So for now, Bon Voyage Mavic.