I own a 2010 Tarmac Expert (Ultegra), and have been positively thrilled with it's performance. It was a close call between it and the Roubaix, but when it came down to the raw acceleration, I was sold. If you are looking for a road bike that performs like a true champion, you'll be sold too. Don't get me wrong about the Roubaix, it was a very comfortable and capable bike, but when I jumped on it, I just didn't get the feeling of acceleration I got with the Tarmac. I suppose, if I were riding cobbles or centuries, I probably would have went the other way. But since I am doing Sprint distance Triathlons, acceleration was more important to me.
Have to agree with Silverbursted, their is something about the way that the Tarmac takes off that sold me on it too. I am an 2007(?) and I have loved every day on it. It might be geometry, might be weight, frame stiffness, I don't know, but when you stand up it GOES. Also, this bike is nothing short of awe-inspiring in the corners (always a nice plus when you find a bike course with fast, technical descents).
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A WellBuilt project.