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PRESS RELEASE Magura: MISSION PERFORMANCE Magura was the first company in the Bike Industry to manufacture hydraulic brakes and has continued to be a leader in brake and suspension technology for decades as products like the Gustav-M boast legendary status even to this day. But Magura hasn’t been content to rest on its reputation as a disc brake pioneer. Though others have attempted to challenge Magura’s technology and performance, the Magura Team has continued to raise the bar since the beginning. With all the technology, performance and low-weight packed into modern disk brakes, it’s fair to ask, “Can current disc brakes be improved upon?” Magura’s engineers insisted that it was indeed possible! As a result, the Bad Urach based Magura engineers embarked on an ambitious project that took the German company into uncharted technological territory. With Magura’s MISSION PERFORMANCE project, the company has thrown every resource available to them into the mix—world class production facilities, precision engineering, high-end product development expertise, and decades of experience in a bid to achieve one lofty goal: To build the best disc bicycle brake in the world, utilizing a new generation of groundbreaking technology. Our Goal: To create the best disc bicycle brake in the world. At Magura, we firmly believe that we make the best hydraulic disc brakes in the market, since it has been our core expertise for decades. But we also realized that to create another revolution in disc brakes we would need to change our way of thinking. We needed to study what riders are demanding. What do non-competitive athletes need? What do professional racers require? How do we create brakes that meet the needs of both average cyclists and hard-core racers? How do we overcome individual preferences? Our Method: We studied, listened, tested and repeated. The MISSION PERFORMANCE goal would not have been a success without the feedback of the world’s most discriminating riders, both recreational and professional. We consulted riders at the world’s biggest and best mountain bike festivals. We ran The Magura Crash Contest to gain insight on defects, failures and crashes that consumers have had riding various products from the world’s disc brake manufacturers. We utilized social networking sites to garner feedback from