Contact them and say so.
I posted a message on their FB page and sent an email as well. The thrust of my message was that I believe the market will bear whatever price increase is necessary for that division to become profitable and that they're in a perfect position to find out. They've announced the dissolution of the bicycle division but they're still making product and have all of the ancillary organs in place; what a perfect time to market test the response to whatever price hike is necessary!
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