Roadmachine Gen 1 (2016) was the first model designed by the new in-house design team at BMC and many ways it was a turning point, both for the brand and for the design team. It was the first model showcasing the new design language, the company’s first road bike with disc only, and the first road bike to feature the new integrated cockpit. Not only did this model reach a lot of new customers for the brand, it also influenced many other bikes from competing brands in the years to follow.

Torgny’s comment: “The media reception and sales numbers were really good and this meant from then on there was a lot more confidence in the new design direction from the stake holders. A key factor in all this was the good collaboration with engineering, product managers and supply chain, who all understood the added value of good design and were willing to walk the extra mile to help achieve it.”

Photo Credits: BMC