What Happened to Campagnolo?

Well, Campagnolo posted record profitability in 2020, 21 and 22 - 23 and 24 have been tougher, admittedly - that's a global issue and in the face of simply ridiculous pricing by competitors who have a massive over-production to cope with ... but what many don't really "get" is that as a family owned business, Campagnolo have many fingers in many pies. I work very closely with them and they are the *only* company I work with, out of about 40 really active accounts, to whom I extend credit terms - and I am not planning to change that - theyre doing OK, having re-invested very heavily in those "boom years" of COVID.

World Tour has less than nothing to do with the health or otherwise of a company - Zipp are unrepresented, for instance - and yet they are wholly owned by SRAM, so if presence / absence in the WT was any metric, they'd be cklased as "dead in the water" too. The same is true of a good many other brands - OK, it's true that as a component makers (of whom there are few) as opposed to a wheel maker (of whom there are many) presence / absence is noticed ... but it's not indicative, or rather, because of the way that sponsorship of components is now heavily influenced by bicycle manufacturer, the picture is a lot wider than it was even 10 years ago - if other component makers are making very attractive offers to OEM based on over-production, it should be no surprise that those bicycle brands will want to push those brands on their high end bikes & therefore, expose them through the teams. I haven't checked yet this year - but in 2023/24, of the 18WT teams, only 8 listed their component suppliers as sponsors or partners ...

Tooling, in terms of the dies etc, for everything Campagnolo have ever made, is still in the factory - but it's not the dies that are the problem. It's the heavier metalworking capacity and the fact that there's a massive opportunity cost in rolling back to a retrogressive product that shares little in materials technology or manufacturing with the current offering.

Maybe (and it's a radical idea that I know some business people have trouble with, I know), but maybe, Campagnolo are happy the size they are ... maybe they don't want to go down the retro line (very un-Italian anyway) and cost themselves a stack of cash to do that, to "grow", only to have to retrench in 10 years time or less - they are currently selling not only everything that they make but - crucially - everything that they *can* make, at the moment. That's where the opportunity cost would lay were they to "go retro" ... what would they have to "not make" or develop, or publicise, in order to make that viable?

The retro bubble based on "wasn't it lovely in the old days" will only last as long as there are people who remember the old days and are in a position to pay for the nostalgia. For one thing, they still have to be active cyclists, or, not to put too fine a point on it - alive. It's a limited timespan thing.

As a practical (and less morbid) example, I bought a Triumph Spitfire 1600 a few years ago - always wanted one in my 20s, couldn't afford it then - bought it and sold it within 3 months - why? Rose tints - I'd forgotten how much better modern cars perform compared to current offerings.

There's a massive risk that Campagnolo would have the same issue - new customers would fit their repro 9s kit and want to know where their 32 x 34 bottom gear had gone and, there would be exactly the same harping on about quality - because we all have those rose tints about how good it was in the old days - you can guarantee, just as when Colnago launched the Arabesque, there were hordes of people comparing it back to their 1980s built Master (which they no longer have to *really* compare it), Campag would suffer the same comparison back to something that never really was.

Half the people here are complaining that the product isn't innovative enough, the other half want to roll the clock back to the latter part of the last century ... so, working 6 years ahead, as component makers do (approx 6y from concept on a new range to commercialisation, same for Shimano, I would guess the same for SRAM looking at their refresh rate) , how to square that circle?
Some very fair points, well made. For me, I am probably very sentimental about Campagnolo, but I just can't quite square their current groups in terms of design and functionality with what went before. I can't really see the timeline in design terms. Are they following trends, are they struggling to compete, is SRAM really biting at their ankles?

I have no answer to these questions. But I know what I like, and what I don't.
 
Those last polished groups from campagnolo sell very strongly when we have one, like centaur 11 2018.
But there's a risk that If campagnolo starts marketing for the retro styling, they will be even more closely associated with "performance products of the past".

They dropped the ball big time early 90s with the arrival of dualcontrol levers and mtb, have clawed their way back into relevance in the last decade or so, and won't want to be found sitting on their hands again.

If most people (i didn't say 70%😉) want a derailleur that looks like a stealth zombieknife, operated by an app on their iPhone, then that's where campagnolo 2025 needs to be. 😁
 
Those last polished groups from campagnolo sell very strongly when we have one, like centaur 11 2018.
But there's a risk that If campagnolo starts marketing for the retro styling, they will be even more closely associated with "performance products of the past".

They dropped the ball big time early 90s with the arrival of dualcontrol levers and mtb, have clawed their way back into relevance in the last decade or so, and won't want to be found sitting on their hands again.

If most people (i didn't say 70%😉) want a derailleur that looks like a stealth zombieknife, operated by an app on their iPhone, then that's where campagnolo 2025 needs to be. 😁
In certain markets, the polished alloy groups sold - but not in every market - Centaur 11 is still in the range but in black only - ditto Veloce 10s. In terms of manufacture, it's the same capacity drain at the factory - polish and black anodise, polish and clear anodise ... so why change? Volume, pure and simple. Some markets wanted a mix of silver and black but some were ordering almost no silver .. and the "no silvers" won on volume. They're also the markets where most growth is projected ...

As I say, if what Campag were making was based on my personal preferences, some of the current tech wouldn't be there ... but fortunately for Campag, they are not guided by a 60 year old mechanic who likes tensioned wires and springs ... :-D
 
Some very fair points, well made. For me, I am probably very sentimental about Campagnolo, but I just can't quite square their current groups in terms of design and functionality with what went before. I can't really see the timeline in design terms. Are they following trends, are they struggling to compete, is SRAM really biting at their ankles?

I have no answer to these questions. But I know what I like, and what I don't.
Timelines:

In 2015, the 4 arm crankset (actually a logical route to fixing a problem with front derailleur precision with large chainring to chainring tooth number (in terms of percentage) differences was launched.

It was needed in 11s for better shifting at high applied torques anyway - hence both Shimano and SRAM developing 4 arm solutions (or Miche with 6 arms ...) but it was also a step along the way to later 12s offerings and an increased emphasis on 50 x 34, and the (re)introduction of 48 x 32 and now, 45 x 29.

Smaller transmissions is not a new idea, nor unique to SRAM - so they aren't chasing a trend, as such, there ... many will remember companies like GoldTech offering "Microdrives" back in the 1990s on MTB groups - and, in fact, Campagnolo, on their ill-fated MTB groups, used a 20T cassette sprocket as the inner chainring on their (for the time, very compact) 20-30-42 MTB cranksets.

You may have noticed, 2018 and the launch of HO was not a complete group redevelopment - only one carbon crankset, one set of levers (H11), the only parts that got a complete revamp were the rear derailleurs (and that wasn't a particularly radical one and would probably have been done anyway) ... why? Because 12s, even if it was still 18 months away from commercialisation, was already in late prototype ... so, given tooling and pre-production time on the 4 arm cranket, protyping in 2014, 6 years from "let's go" to full commercialisation.

I know how long EPS took and even with a slight mis-step in 2009 (which in retrospect was probably a good thing as it saved Campag from doing what Shimano did - launching 10s Di2 only to have to replace it less than 2 years later with 11s), which delayed it until 2011 (by which time the full Campagnolo 11s ecosystem was in place), that was actually longer than 6 years - a lot longer. I saw the first prototypes of what would become EPS in 1996/7 ... the operating principle of driving the RD in both directions with a motor, with steps controlled fully electronically, was in place then.
 
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From an interview I saw (it's on Youtube somewhere but I can't find it), around a decade back the Campagnolo management realised that as a small privately financed company they didn't have much chance trying to compete head-to-head with a multination like Shimano so decided to go their own way - if Shimano wanted to sponsor the whole pro peloton, let them etc etc.
Shimano - approx 14000 employees
Campagnolo - approx 800 employees (including those at Fulcrum).
 
So that's almost 18x more.

And then consider that shimano outsource more than campagnolo:


Shimano annual turnover: 3 billion$
Campagnolo 120million$

That's 25x more.
Wow, that's a LOT less than SRAM at $725 million, 3500 employees. That's a surprise right enough.
 
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