Shimano, like Apple, believes it suffers when pre-release information is leaked on the internet. Like Apple, Shimano keeps a tight control on who can say what, when and who to.
Usually, Shimano keeps schtum about product speculation but late last year the rumour-mill went into overdrive, with blogs and news sites claiming the Ultregra gruppo would, for sure, go push-button electric in model year 2012. Think Sea Otter.
Di2 – Digital Integrated Intelligence – gets rave reviews for its auto-trim crispiness but you need to be a consultant surgeon on NHS overtime to afford Dura Ace Di2. Di2 Ultegra would bring battery-powered shifting to a much more affordable – but still high-end – price-point. Even some non-pro racers could afford it.
Shimano always makes OEMs swear to secrecy upon pain of non-supply, and journalists privy to advance drooling have to sign away in blood their first born. So it’s obvious that any info circulating on the froth and piffle that can be the internet will be unconfirmed at best.
Odd, then, that Shimano Europe felt it needed to release a statement. Get ready; blink after the ad and you’ll have skipped it.
"On the Internet some information was published about Shimano Ultegra Di2. Please note that this is not official Shimano information."
So now you know.