We will be straight-up about it: we don’t get the correlation between ripping a beauty of a smokeshow in a Plymouth Duster and the sales plan for a brand-new bike, but we are not complaining one bit. Specialized Bicycle Components builds high-end bikes for mountain and road use. They build higher-end stuff that is meant to hold up to use and abuse. We get that…bikes aren’t something a lot of us have thought about since the day we got our license, but there’s some trail-riders out there who can really appreciate what Specialized can put together. Recently, they brought out a new model, the Diverge, which is a dirt-road capable road-style bike. To show off their new design, they tapped two-time World Champion rider Peter Sagan and made a deal with him: take the new bike and a film crew, and just send back footage.

Apparently, it was Sagan who felt that slapping a set of red-burning tires onto the back of the Duster was a good idea, and while whipping donuts always sounds like a good time, we’d love to have been a fly on the wall at Specialized when that footage came back in. While Sagan is in the competition world when it comes to bikes, Specialized sells to a broad array of individuals, many of which look at bikes as a great way to put one foot forward ecologically. How do you think that particular group took seeing this?