5. The market

After talking about inventions and iron, steel and carbon, about races and champions and how Campagnolo always managed to somehow get the spotlight pointed at its products, in this episode we deal with another great challenge for the Vicenza-based company: the market itself.Studying the competition has always been at the heart of the company's strategies. We look back at its origins, from when Tullio came up with the brainchild of emphasising the victories of the champions who used his gearshift by taking out ads in the newspapers, through to today, an era of commercial globalisation; decades have passed and the scenario has completely changed: here we'll tell you how Campagnolo evolved to keep up with the times.Logo illustrated by Osvaldo Casanova.