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At the top of the range, the Dura-Ace-equipped Ultra 940 CF comes with Zipp 303 carbon fibre wheels and a startlingly good finishing kit including a Deda carbon fibre handlebar, Vittoria Corsa tyres and a Fizik Antares R3 saddle, all for £3,500.
Jesus christ. Wheels are worth the best part of £2k retail. Plus the groupset. Madness.
You still have to ride something that says B-Twin though.
Decathlon's bikes look pretty good