It seems that every year I purchase a new bike, that bike is faster, lighter and better looking a mere 12 months later. For 2009 I rode a Norco Fluid 1 which was probably the best All Mountain Bike I have ever owned. The bike is fast, light, versatile and can really take me down whatever I throw in its way. My fluid has seen everything from XC racing to epic enduros and even a Super D. But… Now that I have seen the 2010 models, I am like a child on Christmas Eve awaiting the arrival of the 2010 Faze SL. That will be my personal bike for 2010 as soon as it is available.

The 2010 bikes are showing clean, sleek graphics and sporting lower pricing in conjunction with CNN’s financial apocalypse coverage. Looking through the 2009 lineup you will notice a few highlights such as the integration of Carbon into the XC lineup, larger diameter seatposts for use of a Joplin and the specing products such as the Hammerschmidt, 2010 Boxxer and even the Gates Belt Drive. Here are a few highlights from the new lineup:

The 2010 Norco Team DH Features a new front triangle Sram Drivetrain, Saint Cranks and the 2010 Rockshox Boxxer Team fork. This bike is faster than ever and priced at $5780 CAN or $4750 US the bike is much more affordable than  2009. The Team DH also has a younger brother the DH coming in White and retailing at a modest $3699 CAN or $2630 US.

The Empire for 2010 comes in two different price points as well. The Empire SE is spec’d with A Marzocchi 55 TST 2, FSA Gravity Lite Bar, Stem and Crankset and Avid Elixer brakes. When it comes to a full-on slopestyle rig, the Empire is it. The SE retails for $4075 CAN or $3399 US while the Empire 5 comes in a$t 2675 CAN or $2295 US.

The Faze SE is the Pereguin Falcon of marathon bikes. 120mm of travel with a Fox 32 FRLC fork, XTR drivetrain, Raceface cranks and DT wheelset will keep you rolling for hours. Built for speed, distance and any hurdle along the way the Faze is versatile, light and most importantly fast. $5695 CAN $4825 US

The Team Carbon is a brand new carbon mold for 2010. Using HTR and EPS Technology in conjunction with  Thermoplastic Mesh have come together to create Norco’s lightest mountain bike ever. Tipping the scale at 19lbs, the team carbon is outfitted with a full Sram XX groupo and Eason XC-1 wheels. The lightest and fastest Norco cross country race bike ever. If you want to know the price then you probably don’t want the bike. . .

The CRR SL brings the same Carbon technology from the Team Carbon into road world. Utilizing BB30, an integrated seat-mast and a tapered steertube, the CRR-SL is a race ready rig straight out of the box. A Sram Red drivetrain with Mavic wheels and a Ritchey cockpit keep the bike light, fast and ahead of the pack. $5695 CAN $4795 US

There are some big changes for 2010; new technology, improved parts and a few dollars saved. Prices are down and Bikes are up, check out the full lineup on the 2010 Norco website which launches Sept. 1!

What is a better way to ring in the July 4th long weekend than by trying out some bikes? This year, after celebrating Canada day the Norco crew headed south to Blackrock Oregon for a demo day sponsored by the BRMBA. We started this demo last year and there was such a great response that not only did we return, we were joined by Giant, Kona, Felt, Diamondback, Transition, Cove, Evil, Brodie and 5-Ten. What a turnout!

The morning started out at about 9:30AM with a lineup 20 deep. By 10:00 the bikes were all out and people were smiling. The day started off in a flury and as people relayed in and out trying new bikes the general feeling was one of excitement and drooling over the bikes being ridden. With a selection of bikes featuring the Fluid LT, Empire, Vixa, Six, Shore and Aline the trails had met their match. Whether you were riding up and screaming down on the LT or hitting the gaps on the Shore, there was a bike for every person and a bike for every trail.

All day there were three trucks shuttling bikes and people up the mountain. Anyone who has ridden in Blackrock before knows that usually you are hoofing it to the top. What is usually a 1 or 2 run hill was for some people a 5 or 6 run day. Not taking advantage of the bikes, the shuttle and the company would be a mistake for anyone who could have come out but didn’t.

The day at Blackrock was probably the largest western Demo in a mountain biking environment. 2010 will undoubtedly be even bigger so mark your calender and will will we waiting for you next year.

See more photos on the Norco Bikes Flickr Page

Happy Trails,

Dustan

Ryan has been preparing his video-blogs - watch for new posts soon.

Ryan is always ready for a good climb.

The three of us - It is hard not to smile.

Ryan trying some 'Long Travel' Trials

Ryan Dropping off on his LT

Darcy Riding down Butterfly

What a view!

Winding down the switchbacks.

Running out of light just made the view better.

* I realize that hyperbolation is not a word, but it should be!