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MORGAN HILL, CA (BRAIN)—Specialized is offering consumers a special deal during this year's Tour de France: buy a qualifying Specialized road bike or mountain bike at a participating Specialized dealer, and earn up to $400 in free equipment.

Consumers purchasing a qualifying bike up to $1,000 will receive a $80 equipment credit; from $1,000-$2,000 they'll receive $150; above $2,000 they'll receive $250; and purchasing a S-Works will get them $400.

"First and foremost, we wanted to create a call to action campaign to get more customers into our dealers' doors to
help with sell through," said Tara Moeller, marketing manager at Specialized. "With the nerves of the economy, we want to make sure our dealers know that we are supporting in any way possible."

—Jason Norman