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Lord Sugar picks up new Pinarello... then moans about being stuck in his limo in traffic due to Cycle Superhighway works

Suggests that Boris Johnson needs “a whack”

Last week, at the Rouleur Classic show in London, The Bike Rooms presented Lord Sugar with a new custom designed Pinarello Dogma K8-S in Union Jack colours. He has since suggested that Mayor of London Boris Johnson needs “a whack” after spending an hour in his limo caught in traffic caused by Cycle Superhighway works.

The Pinarello K8-S was developed for the cobbled classics and boasts a suspension system for riding on rougher roads.

Sugar is reported to have said: “The Pinarello DOGMA K8-S looks stunning, especially in my new colours and I’m looking forward to experiencing the new suspension system which will make for a smoother ride on rough roads.”

However, since then, he has been back in the limo, complaining about London traffic.



The traffic was partly due to Cycle Superhighway works and a number of cyclists were quick to suggest that Sugar could avoid, and indeed alleviate, congestion by using his new bike.

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