Evans has made a bold move to draw in the cycle consumer by slashing its prices on all non-sale cycle clothing, parts and accessories with immediate effect - by five per cent - doubling the recent VAT cut of 2.5 per cent.
“Times are tough for many people at the moment,” says managing director Mike Rice. “Cycling is taking the nation by storm, beating fuel and transport costs and making the nation healthier. We’re hoping our new price reductions will make cycling even more affordable than ever and encourage more bums on saddles.”
The decision to cut deeper than the VAT cuts worth is especially brave considering recent fluctuations in exchange rates and varying raw material prices which have affected the cost of production and are forcing distributors to steadily increase prices.
“Retailers are doing all they can to protect consumers from these rises and the VAT reduction certainly helps in the short term” says Rice, “One thing is for sure though, and that is bike prices will never be this cheap again.”
Evans Cycles are also working with employers utilising their own-brand Ride2Work programme which takes advantage of the government’s Green Transport Plan allowing all British employees to save around 50 per cent of the price of a new bike.