What Was the Panasonic PICS Program?
The Panasonic Individual Custom System (PICS) was a revolutionary semi-custom bicycle program launched in 1987 that allowed American cyclists to order personalized titanium or steel frames with custom geometry, component specifications, and approximately 1,000 paint scheme combinations—delivered in just 2-6 weeks via an innovative VHS-and-fax ordering system through authorized dealers.
Industrial powerhouse Panasonic transformed the custom bicycle
landscape in 1987 with the launch of PICS (Panasonic Individual Custom System), delivering personalized titanium and steel frames to American cyclists in weeks rather than months. This lavender and polished titanium example showcases the program’s ambitious scope: legitimate custom geometry, premium materials, and thousands of paint combinations—all coordinated through VHS presentations and fax machines in local bike shops.
