Part 103 is the catalog of Bridgeston Roadman in 1974.

Roadman was put on the market on 1974 as new model of general sports bicycle. Back in those days, Shine Star (ST-10), Sprinter (SR-10) were typical models of general sports bicycle of Bridgestone. The specification of Roadman was almost same as them. The frame was die-casting frame which Bridgestone was skill at. The photograph of right side is a copy from the bicycle magazine new cycling issued in July 1974. As sale copy “it is the time you compose a bicycle by yourself”, Bridgestone began new sale method that customer choose basic model first, then compose bicycle with optional parts. It was unique idea that Bridgestone began to use gaudy color although most of sports bicycle were flat black.

Parts which can be chose was divided in four parts as Free choice part, Various parts, Accessories and item for Roadman, and Spare parts.

First you choose basic model from R-1, R-2, R-3, and R-4, then pick up handle bar, stem, gear cover, saddle, and others if you want. This is basic model. After that you can chose what you like from Variation parts and accessories according to your purpose such as daily-life riding, strolling cycling, and long range trip. This is your original bicycle. If you want to change function such as number of gear, tire for speed model, you can choose from the Spare parts.

This method was epoch-making sales strategy in those days. However, bicycle shop was suffered with various stock and complicated assenbly. So shop usually stocked only popular parts. Bridgestone seemed to get this idea from Celica of Toyota motors which was announced in 1970.

At the bicycle shop which I was work as part timer in those days, rear and front carrier, dynamo, safety levers, and folding baggage basket which attached to the side of rear carrier were popular.

Because Roadman became hot seller among school boys as daily life bicycle, school commuting bicycle, other mass-production maker followed this marketing idea for selling sports bicycle. Roadman which was sold by 49800 yen (basic model) became to be typical model of beginner sports bicycle.

Below is the image of 7 pages catalogue. I feel the catalog was intently made to emphasize the conception 'it is the time you compose a bicycle by yourself'.

Click images below, the large image 1920 by 1955 will appear in other tab.