BMW Group's DESIGNWORKS USA Wins Prestigious ''red dot award'' for High Performance Bicycle Saddle Design

    LOS ANGELES--May 8, 2001--A revolutionary new bicycle seat designed by DESIGNWORKS USA, a BMW Group Company, has been honored with the "red dot award" for product design by a panel of international design experts.
    The award, given to the Trico Split-Rail Saddle bicycle seat for its creativity, quality and overall design, will be presented June 25, 2001, at the Design Zentrum in Essen, Germany, one of Europe's major design shows.
    The Trico Sports Split-Rail Saddle, a collaborative design with California-based Trico Sports, is the first anatomical saddle that is fully adjustable in the cushion width and frame firmness to custom fit the saddle seat to the rider. It allows the cyclist to ride in unsurpassed comfort while allowing optimal support and maneuverability on the bicycle.
    Established in 1954, the "red dot award" has become one of the most prestigious and influential design competitions in the world. The Trico Split-Rail Saddle will be displayed at the special exhibition, "red dot award: product design 2001," that opens June 25, 2001.
    Following this special exhibition, the bike saddle will be exhibited for a year at the International Design Exhibition (IDA). The IDA, housed in the unique setting of the former Ruhrgebiet colliery Zeche Zollverein, is the largest exhibition of contemporary design in the world.
    From ideation to creation, the saddle took about one month to create, a very short time period in design standards. "We wanted the seat to protect against artery damage as well as be visually different and have shelf appeal," said Paul Yates, president and CEO, Trico Sports. "Research indicated that both sexes need relief not only in the rear of the saddle, but along the whole length of the saddle to protect nerves and arteries from compression. The split in the saddle allows for rear cushion width adjustment for proper support of the sit bones, to increase cooling and minimize chafing and to relieve pressure on the perennial area."
    "Trico had to establish themselves with a unique and proprietary product for the marketplace. Attention had been raised regarding ergonomic bicycle seats, so we knew we had to design something new, functional and medically correct to serve as a flagship product for Trico," said John Cook of DESIGNWORKS USA, product designer of the Trico Split-Rail Saddle.
    The Trico Split-Rail Saddle has a suggested retail price of $120.00, can be purchased at independent and specialty bicycle stores across the country, as well as through catalogs. Visit www.tricosports.com to determine the nearest retail outlet.

    About DESIGNWORKS USA

    DESIGNWORKS USA is BMW's U.S. design studio. It is headquartered in Newbury Park, Calif., with a branch office in Munich, Germany. DESIGNWORKS USA is one of the world's premier design firms, providing BMW with a direct connection to Southern California, a region recognized for its influence on innovative and trend-setting automotive design.
    The company also attracts an eclectic list of third-party clients for product and transit design projects within the consumer electronics, sporting goods, furniture, lifestyle, transportation and airline industries.
    Founded in 1972 and currently headed by president/CEO Henrik Fisker, DESIGNWORKS USA's vision is to keep the company at the cutting-edge of innovative design and to positively affect the lives and lifestyles within the industries that it serves.

    About Trico Sports

    Trico Sports was founded in 1984, by the Yates family, to fulfill a family member's need for a comfortable saddle. Over the years, that one comfortable saddle has grown into a full line of performance saddles, recreational saddles, grips, gloves, saddle pads and the Iron Case(R). As the only U.S. saddle manufacturer, Trico Sports' office and factory near Los Angeles employs nearly 100 people, dedicated to combining comfort, performance and technology.

    About the "red dot"

    The red dot was developed by Peter Schmidt Studios in Hamburg and decorates internationally leading design. Manufacturers and designers use the "red dot" globally as a marketing instrument, positioning themselves among the leaders in quality and design. Consumers view the "red dot" both as a guarantee of quality and as an aid in decision-making.