How ENVE Launched an Affordable Wheel Collection
Today, April 9, 2020, we have witnessed perhaps the biggest news for carbon wheel manufacturing in recent memory as ENVE launches the Foundation Collection. With three new wheelsets priced at just $1600, Utah-based ENVE hopes to get its most well-known product on the frames of more global consumers. Given that premium, made in the USA, road and mountain wheelsets typically cost well over $2000, the move could disrupt an already super competitive space in the bike industry. Here is what we heard from Neil Shirley, ENVE’s Influence Marketing Manager on the launch:
“Today we’re releasing a new line of wheels called the Foundation Collection, which will allow a greater number of riders to get into an ENVE wheelset. Although we’re able to achieve a lower price point, as you’ll see, the new collection is ENVE through and through.”
ENVE 45 side emblem decals
How It Happened
With 13 years of experience and a reputation in crafting the world’s most premium wheel offerings, ENVE has earned its credibility through performance and quality. Three years ago the team moved into a new building that offered unparalleled control of every step in the wheel making process from design, prototyping, testing, and manufacturing. This allowed the company to optimize nearly every part of their business, driving costs down to enable a more economical product with the same pedigree as their high-performance wheels. The Foundation Collection starts with 3 wheelsets including the MTB focused AM30, and 2 road offerings in the 45 and 65. We expect these wheelsets to perform well, in retail as well as some potential OEM situations. Additionally. we hope to see the company release a gravel specific option in the Foundation lineup in the not too distant future (fingers crossed). More details on the three wheelsets below.
ENVE wheels are handmade in Ogden, UT
ENVE 45 & 65
At 45mm deep, the ENVE 45 is a versatile workhorse of a wheelset equally at home racing a fast four-corner crit and exploring the road-less-traveled. With proven aerodynamics, tubeless compatibility, and pothole protection, the ENVE 45 is ready for wherever you want to take it. The ENVE 65 is a modern speed specialist in every way. Triathletes and road racers will love the best-in-class aerodynamics and stability the 65mm deep wheel has to offer. To top it off, tubeless compatibility and pothole protection give it added versatility.
Foundation Collection Road - Key Features:
- Best-in-class aerodynamics for the most efficiency per dollar you can get
- Wide Hookless Bead for optimal tubeless performance and pothole protection
- Made in Ogden, Utah, because in-house manufacturing allows us to achieve things others cannot
- Just like all our rims, they are protected by ENVE’s Lifetime Incident Protection and 5 Year Factory Warranty
- The ENVE 45 and 65 are immediately available at ENVE dealers and through enve.com
ENVE AM30
The meaning of the term “All-Mountain Bike” is changing every day. To some it’s a sled racing enduros on the weekends, while to others it’s a hardtail ripping through endless singletrack. No matter how you define it, the AM30 is a best-in-class wheel for all over the mountain.
Foundation Collection MTB - Key Features
Application: Trail, All-Mountain, Enduro
29″ Wheelset Weight: 1852g (Boost)
27.5″ Wheelset Weight:1748g (Boost)
30mm internal rim width
Gravity rated impact strength
Rim shape tuned for compliance and damping
Lifetime Incident Protection and 5 Year Factory Warranty
Handmade in Ogden, Utah
Pandemic Timing
While some may see the timing of a new product launch at this time a bit unsavory, I greatly appreciated the thoughtful consideration ENVE gave on the decision to move forward. We learned that the decision was made based on three primary factors.
Development the the Foundation Collection had clearly been in the works for some time, with the planned launch already delayed due to COVID-19.
ENVE saw a great value in continuing some brand strategy for the jobs and livelihoods of their nearly 200 employee workforce.
Local bike shops around the country could see this is a welcome opportunity to generate some business.