Bikes are one of the highest taxed products in Brazil. Over 70% of a bike's price is comprised

of taxes. For comparison, cars are taxed at 30%. Furniture prices at 12%. That fact doesn't

get enough attention nor outrage between Brazilians for one reason: they just don't know

it.

To communicate that amongst the bike consumers, we decided to break the law.

We created The Outlaw Bike, a bike that pretends to be furniture so it pays less taxes. A

product designed to get the attention of all unsuspecting Brazilians.

Globally, the Bicycling magazine's goal is to reflect the biker's lifestyle and also to encourage

even more people to use bikes in their everyday lives. But, in Brazil, bikers face a powerful

barrier: high taxes. Over 70% of bike prices in Brazil are comprised of taxes, while furniture,

close to 12%. If you look outside Brazil, things are different. In England, bike taxes are close

to 20%. In Germany, 19%. In the U.S., around 8%.

To surpass that barrier, a magazine cover just wouldn't do. We needed a powerful way to

show how high these taxes really are. We needed a symbol.

We created the Outlaw Bike, a bike that pretends to be another product so it pays less

taxes.

It can be assembled both as a bike and as furniture. When assembled as a bike: 70% taxes.

When assembled as furniture: only 12%. It's built with the same parts and the same

materials. It's just put together differently. A small difference that makes all the difference.

After getting to know our bike, we asked bikers and bike lovers one thing: get off their asses

off and do something about it.

Over the years, lots of NGOs and consumer organizations have tried to outline the reason

bikes are so expensive in Brazil: the absurdly high taxes. But none have managed to really

connect with Brazilians. Their approach has always been based solely on numbers and

graphics.

That's why we needed a change in strategy. Instead of numbers, a symbol.

So, for it to become a symbol, first we had to get the bike out there. Get people to notice it,

talk about it, to understand why it was created.

That was the first step into turning the Outlaw Bike a spark of change.

First the Outlaw Bike was revealed at Bicycling magazine's website, talking directly to its

readers, people who are 100% committed to our cause. It's also going to be featured in the

magazine's next print edition. A video showcasing the bike was also sent to digital

influencers who fight for cheaper bikes for all Brazilians.

The bike has just began a journey through Brazil, being showcased at bike stores all over the

country. There it will reach those who are the most interested in seeing change: bike

consumers.

Since its launch in April, over 695.000 people have been directly impacted by the Outlaw

Bike, in the magazine's website and at several bike stores. Through e-mail marketing, over

70.000 people were reached.

The next step is an article in the print version of the magazine, which comes out mid May.

Besides that, TV media outlets have asked the bike for their own pieces.

Politicians are joining the discussion and so far, the response was 100% positive and the

bike has ignited a desire for tax reform among Brazilians.