This brochure was part of Shimano’s first campaign to establish itself in the West as a ‘quality’ manufacturer selling prestigious products, trying to shed its old image as a low cost producer of utility products.
It’s a pretty convincing effort, with its slightly strange hyper-realist photography and funky page layouts. You can detect a certain naivety in the thick cardboardy paper used and phrases like ‘it’s really almost a love affair between us and our product” (is it ‘really’ or ‘almost’?) - and I am sure that many a European manufacturer scoffed at Shimano’s presumptuous ambitions.
More fool them.