eColnago !

Wow.. There is a whole ebike line from Colnago.. Why did they bother? Doesn't look like anything special, and you know the price will be special!

http://ebiketips.road.cc/content/news/colnago-unveil-seven-e-bike-range-731
The quick answer is likely they want in on the trend. And maybe the Italians need their own premium brand. Ford F150 has been the best selling pickup since 1977 and the best selling vehicle in the US since 1981. Toyota and Nissan now offer full size pickups. Not better, they just offer them. Why bother... money! Why not I guess.
 
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