Aprilia USA, the North American importer and distributor of Aprilia Motorcycles and scooters has sent out an update on the recall for the 2010 Aprilia RSV4’s motor, saying that replacement motors from Italy have arrived, and that the company is ready to begin replacing affected machines. Aprilia USA expects the recall to take two to three weeks to replace every RSV4 motor sold in the USA, but it’s unclear how long it will take for the Noale brand to recover its lost footing with would-be Aprilia purchasers.
Blasphemy, heresy, stupidity, sacrilege, un-American, and downright irreverence. Go ahead, get all those words out of your system. I’ll wait. The default opinion of marketers, analysts, and the general population is that Harley-Davidson has one of the strongest brands in the United States, this being confirmed by the fact that every business student in America has studied Harley’s marketing efforts if they’ve ever taken a brand management course. So why would I start a three-part series on how to fix Harley-Davidson by arguing to change one of the most revered marketing houses in the motorcycle industry? Giving credit where credit is due, Harley-Davidson, or I should say its admirers in business school academia, wrote the book on demand generation marketing geared towards the baby-boomer generation. However, in defending this market position, Harley-Davidson has painted itself into a corner by only engaging a very small segment of the population with its product. Unless they redefine and reposition their company image and who it resonates with, Harley-Davidson is going to watch the continued erosion of its footing in the motorcycle industry, and also the continued deterioration of its only industry leading quality: its brand.
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After discovering a faulty component was used in a select number of RSV4 motors, Aprilia is recalling nearly 300 V4 superbike motors worldwide, including ever motor shipped in bikes to the United States. While the faulty component isn’t being named, early rumors peg the bike’s connecting rod bearing, which sidelined the company’s track day debut to the press several months ago, as being the problem piece.
To-date, there have been no known engine failures on customer bikes, but Aprilia isn’t taking any chances, and has motors already on the way from Italy. The company hopes to have the recall finished by February, and will be personally contacting each RSV4 owner. Press statement after the jump.
Taking a motorcycle off the computer screen and into real life is a difficult process, and we always enjoy seeing an insight to that undertaking. As such, we present to you some wireframe drawings of the 2010 Aprilia RSV4 R to drool over. On a side note if you’re in the market for an RSV4, these images are the perfect template for designing your own bike paint scheme. Photos after the jump.






