By Nick Squillari
Pictures: Ben Lehner
There is a fundamental tension within many of the cycling circles that I move: ‘cycling is expensive’ seemingly forever insoluble with ‘street cred on the bike’. Ever since manufacturing moved to the Far East, ‘direct to consumer’ (read: cheaper) options arose. No lustre of the traditional brands. Typically, a copy of what already existed, but at a compelling price.
Only, like water and oil, it was impossible to combine the cost savings these factory-direct options offered with a product that your mates would not judge you on. Their reasons would be endless. Founded or not, you couldn’t be cool and work within a budget. The two could never mix. For years, we were perversely sold the narrative that ‘Made in China’ meant knock-off, not knock- your-socks-off.
That is changing – and fast.
We’re now at the point where these factory brands aren’t just closing the gap on the established brands, they’re flipping the script. Broadly as light (or even lighter), as responsive, and with modern rim designs. And, of course – fitting with the original desire – affordable. In a world where some of the incumbents are fat and happy, the insurgents are hungry. And hunger is good for the consumer.
Enter Magene
One of those brands with an insatiable appetite is Magene. A sneaky huge company (as YouTuber Shane Miller, aka GPLama, showed in a 2024 factory tour), it manufactures everything from power meters to smart trainers and smart lights. And now, for the better part of five years, wheels. Manufacturing for some very well-known western brands, it comes as no surprise that in short order the company has taken its Exar range from a solid, value-driven offering to one whose features are truly eye-catching.
The latest offering, the Exar Ultra DB508, landed with Cyclist for review, sporting a menu of product features that some established brands wish they could dine from: staggered wheel sizes (58mm rear, 50mm front), carbon bladed spokes, the (now out of patent) DT Swiss-style hubs, and hooked rims with a 23mm internal
rim width. All this comes in at a claimed 1,350g (mine were 1,354g, certainly a pass). They’re presently $1,999. That alone makes for one serious value proposition.
Read the full review in issue 76 of Cyclist Aus/NZ…
