Same way as saracen? Build bikes people lust after but cant afford, then build progressively more low end bikes untill an accountant tells you to stop making £3k bikes as theres more money in £30 ones.
Think about it, do you think trek made more money from £7k madones as a result of lance's 7 TDF's, or from lower end trek 1000's? They peobably made more money from increaced sales of £300 'mountain bikes' than they did from the ones Lance was actualy riding!
Its a ballancing act, you have to make enough desirable cars (Ford GT), to sell a few mid range ones (ford RS/ST), to sell millions of basic bred and butter cars (fiesta). Ford could cut its raceing and maybe never have made the GT, but if it did how many fewer fiestas would have sold?