Well said Mr. Q', trials is a niche sport so the target market is very small. If 5 existing brands each have 20% of the entire market and the new kid wants 10% then he has to win approx. 2% from the other brands. How?
Sell it cheap to appeal to the cost concious buyers
Hope (never a great business tactic) to attract buyers that are willing to try something new
Try to convert buyers from other brands (much harder to do with a brand new and untested product)
Price is Xispa's main market share tactic. If the bike/brand establishes itself as an equal to all the others then the price will rise - it's always easier to reduce prices than increase though...