That time frame would be correct. New season is considered August-September, mainly to co-incide with Eurobike and Interbike bike shows. (Taiwan is mainly a components/unbranded bike design show).
As most bikes come out of factories in China you have the following issues
1) some factories do more than one brand (but they keep the production lines seperate) so there could be delays.
2) Even though several samples are made, sometimes it isn't until production is in full swing that the designer finds there's something wrong.
3) Parts from suppliers- last year with the new Dura Ace, Shimano couldn't produce fast enough for demand, so they had to ration out the components. So Dura Ace level bikes came out late end of year.
4) Different markets get stock first- so USA and UK usually get their bikes first. However other markets might get a limited quantity as well.
5) Bikes are staggered production wise and therefore shipping wise. You usually find the high end bikes are mid to last produced- the most popular/ best selling bikes often are first.
6) Medium sizes are often made first- this is because it is the biggest seller and photography and display models look the best (too small or large bikes often don't look right, hence why display shoes are normally always mid-sized).
7) Shipping- oh the issues there! Delivery might be late and it misses the boat, customs might be going slow, dock workers on strike etc etc. That also affects timing as well as then distribution out of the warehouse and more.
But don't worry, you should be able to see photos by September as most bike companies have their catalogues and websites updated by then, but to see one in the "flesh", yes well you cannot have a totally set date and hence the airy fairiness at the moment. The bike shops don't want to upset you.



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