Colnago goes direct to consumer with new €16,780 C68

A white, blue and gold Colnago C68 on a black background
(Image credit: Colnago)

Sixty-eight years since Ernesto Colnago founded the Italian brand, Colnago has today unveiled what it describes as 'A New Colnago', as it launches a new bike, a new business model, and a new way of securing ownership of its bikes. 

The bike will mark those 68 years with its name, called the C68, and will be positioned as the brand's top-tier offering, with a hero build price set at €16,780. The new business model involves the opening up of a direct-to-consumer sales channel in Europe and the UAE, in which consumers can configure and buy directly from the Colnago website. The third change - the securing of bike ownership - comes via leveraging blockchain technology with an NFT effectively replacing the traditional certificate of ownership. 

Josh Croxton
Associate Editor (Tech)

Josh is Associate Editor of Cyclingnews – leading our content on the best bikes, kit and the latest breaking tech stories from the pro peloton. He has been with us since the summer of 2019 and throughout that time he's covered everything from buyer's guides and deals to the latest tech news and reviews. 

On the bike, Josh has been riding and racing for over 15 years. He started out racing cross country in his teens back when 26-inch wheels and triple chainsets were still mainstream, but he found favour in road racing in his early 20s, racing at a local and national level for Somerset-based Team Tor 2000. These days he rides indoors for convenience and fitness, and outdoors for fun on road, gravel, 'cross and cross-country bikes, the latter usually with his two dogs in tow.