Masi-Rexart Brochure — Masi, the Bicycle of Grand Champions: Masi-America and the Carlsbad Factory (Cover and Spread)

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M

MASI

REXART

[A cover on cream stock printed in black and red. A giant outlined slab serif M is filled with black and white photographs of a rear derailleur and freewheel, a chainset, a pedal with toe clip and strap, a head badge reading M MASI AMERICA with a band of stars and stripes, a top tube with a Faliero Masi script signature and ribbed shift levers beside a brake caliper above a tire; a band of white stars and black rules sits beside the word MASI.]

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MASI-THE BICYCLE OF

There is a reason for Masi’s international reputation. And there is a reason Masi is known as the “Bicycle of the Grand Champions”.

There is only one Masi road bike: The Masi Gran Criterium. There are no other models. None are needed. Faliero Masi put everything he knows about cycle racing and production into the development of his Gran Criterium. No other bicycle builder stakes his reputation on the fact that he produces only one model — and that one is the best in its class.

And now, another class of bicycle is being added to the Masi line: a track bike. Like the Gran Criterium, it is destined to take its place as the best of its class.

Masi. The name has the same meaning in Europe as it does in the United States and the rest of the world: Bicycle of the Grand Champions.

The Masi Gran Criterium has achieved world-wide fame as a superb road machine. The list of European professionals and amateur bicyclists who belong to the Masi Gran Criterium Club reads like an international “Who’s Who” of Cyclists. The new Masi track bike will expand this list to include top U.S. and international track riders.

Eddy Merckx rides a Masi. He owns more than 20. Other European professional riders like Vittori Adorni, Felice Gomondi, Patrick Sercu and Mapes, the five-time world champion, are typical of the caliber of riders who ride Masi. They can explain the Masi Mystique — that almost indefinable and unexplainable feel of the Masi Gran Criterium and a keen awareness of its exceptional performance.

Nationally known American cyclists also ride Masis. When the editors of Bike World Magazine completed a survey of racers while gathering data for their book: All About Bicycle Racing, Masi was among the most frequent bicycles listed as being ridden by both men and women riders.

And the list of American riders who own Masis is rapidly expanding now that Masi has established production facilities in the U.S.A.

MASI — AMERICA

Until recently, there were only two ways to obtain a Masi in the desired size and color:

[The left page of a spread on white stock, with a red headline that continues across the fold and two columns of black text. Inset photographs show a down tube decal reading MASI GRAN CRITERIUM with national flags and a head badge reading M MASI AMERICA; the rear half of a road bicycle with a black saddle, chainset and rear derailleur runs off the right edge toward the fold.]

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GRAND CHAMPIONS

mail order or by going to Milan where the Italian Masi factory is located. This posed a number of problems, the least of them being the difficulties encountered in ordering by mail or the cost of traveling to Italy. Communication was difficult due to the language barrier. Once this was overcome, there were the usual delays involving months of waiting for the order to be completed. Next came the added costs of shipping the bike from Italy to the U.S., paying import duties, and insuring that proper shipping papers and bills of landing were in order. Such were the frustrations encountered by the large number of Americans who wanted Masis.

It was primarily because of these problems that Masi was persuaded to establish a factory in this country in 1973. Masi personally came to America to oversee production in order to insure that his exacting standards of excellence were met. The Masi production plant, located in Carlsbad, California, is larger and more modern than the Masi factory in Italy. The Carlsbad Masi plant is the biggest facility of its kind in the U.S. that is devoted to the exclusive production of top quality racing bicycles.

MASI-REXART

As the American-made Masi became increasingly popular, it became clear that better distribution and service could be achieved through an East Coast facility. To accomplish this, MASI-REXART was formed in early 1976.

Masi-Rexart is an affiliate of Rexart Cyclery, headquartered in Jersey City, N.J. The facility will serve as a distribution center to help insure immediate delivery of Masi bicycles. Such distribution facilities will provide a complete inventory of frame sizes, colors, and optional equipment. Shipment will be made the day after orders are received. This avoids the need for extensive dealer inventories and excessive cash outlays for additional showroom models. The formation of MASI-REXART makes it easier than ever before for professional and amateur riders to purchase the Masi of their choice.

The 504th standard-equipped bicycle produced by Masi-America was used for all photographs in this brochure.

[The right page of the spread, continuing the red headline and the text from the left page. Three inset photographs show a chainset, down tube shift levers above a brake caliper and a bottom bracket shell with an M cutout beside a pedal; the front half of the road bicycle, with taped drop handlebars, a water bottle and MASI on the down tube, fills the lower left.]