If there is a marketing edge that Trek’s latest top-end offering – the Madone 6 – has over its competition, it is this: Lance Armstrong is riding one in his comeback Tour de France.

Unveiled the day before the 2009 edition of the world’s greatest cycling race began, the Madone 6 is a full 150 grams lighter than its predecessor, knocking its weight down to a super light 890-odd grams.

In addition to the significant weight loss, the new ride has also improved in the stiffness stakes – 17% to be precise.

One of the key changes is in the fork, a Bontrager Race XXX Lite. This is 30 grams lighter than the previous component and, importantly, will also work to increase the comfort of the bike. An oval shaped steerer tube is included in an effort to soften vibration, reportedly by 15%.

A second key change is the seatpost, which is also 30 grams lighter than before and offers improved damping ability.

Cabling has been internally routed on this model, bringing it into line with the trend set by other top manufacturers.

For those concerned about longevity and getting bang for buck (and you would want to at this price), the good news is the frame will be compatible with the Shimano Di2 groupset when that technology becomes available this year.

The frame of the Madone 6 is bolstered by a new ‘Resin Right’ carbon moulding process, which Trek claims will increase the consistency and strength of the material.

The company is using this model to push more heavily for its direct order, customisable build option system too.

And it makes sense for riders who want the absolute best to be able to customise their bike before it arrives.

By browsing through the Trek website you can play around with the customisation options, playing with colour schemes, gruppos, stems, saddles and more.

In fact there are many different ways you can alter the bike before it ships. Just be prepared to pay for them!