ITERA - PLASTIC BICYCLE

Failure in Motion

May 7

Written By

1981-1985

This innovative plastic bicycle developed by a group of Volvo engineers was expected to revolutionize the Swedish bicycle industry. The bike was launched with the slogan, “The eternal machine - made of the same material as spaceships.”

However, the plastic construction was not sturdy enough, causing the bike to wobble. One journalist described the bike as “it looks like a crocodile but moves like an anaconda.” Manufacturing costs turned out to be double than expected. The Itera goes down in history as one of Sweden’s largest flops.