Victory Empulse TT — A Rebadged Brammo Empulse R

When Polaris acquired Brammo’s electric motorcycle business, and left the startup to be its electric drivetrain guru, much was talked about what would come to the electric motorcycle manufacturer. Therefore it is perhaps without surprise that today we bring you the Victory Empulse TT, which is basically a rebadged Brammo Empulse R street bike. We won’t waste words hyping a motorcycle that has effectively already been on the market for several years, but we will point out two things: 1) Brammo Victory has improved upon an already competent design, and 2) the addition of the cush drive could change our luke-warm opinion of the Empulse R.

Hero Acquires Unfinished R&D from Erik Buell Racing

Hero MotoCorp Ltd (HMCL) has filed paperwork with the Bombay Stock Exchange stating that its wholly-owned subsidiary, HMCL Americas, has entered into a settlement agreement with Erik Buell Racing, which sees the American arm of the Indian brand acquire “certain consulting project” from EBR for $2.8 million. The filing with the Bombay Stock Exchange reads: “”As part of the settlement agreement, HMCL Americas Inc has agreed to acquire the ownership of certain tangible and intangible assets of EBR Entities, free and clear of all encumbrances, for a consideration of USD 2.8 million.” The move is not surprising, since the projects and research in question are unfinished consulting work Erik Buell Racing was doing for Hero MotoCorp as a client.

These Are Not the Eagerly Awaited Suzuki GSX-R250 & All-New GSX-R1000…But They Should Be

These images are very likely not of the hopefully-soon-to-be-released Suzuki GSX-R250 & GSX-R1000 sport bikes, as their purveyor, Japanese magazine Young Machine, has a fairly horrible track record with these sort of things…but that doesn’t mean that we should ignore them. After all, here we see two very attractive offerings, which we hope the folks at Hamamatsu will take a long look at, as the Suzuki GSX-R1000 rendered here would be an attractive update to a name that was once the superbike to beat.

2015 Suzuka 8-Hour Endurance Race Results

In Japan, the Suzuka 8-Hour is a huge deal, but for the rest of the world, it ranks on par with the rest of the FIM Endurance World Championship. That’s kind of a shame, really, as the Endurance World Championship is the only motorcycle championship where we still see different tire manufacturers competing against each other, the bikes are beautifully technical in their own special way, and in the case of Suzuka, there are often heavy-hitters at play. This year was no different, with Yamaha fielding its “Yamaha Factory Racing Team” with two MotoGP stars, Pol Espargaro and Bradley Smith, along with factory test rider and MotoGP podium-finisher Katsuaki Nakasuga.

Recall: KTM 1290 Super Duke R

Attention 2014 KTM 1290 Super Duke R owner, KTM North America is recalling 640 units of “The Beast” for a fuel leak that may occur from the threaded inserts at the rear of the gas tank. Obviously, a fuel tank poses a safety hazard to the rider, not only for its propensity to combust, but its ability to degrade traction to the rear tire. As such, KTM will notify affected owners, and KTM dealers will seal the threaded inserts to prevent future fuel leaks. If the motorcycle shows evidence of an existing fuel leak at the threaded insert, the gas tank will be replaced. Of course, these repairs will be performed free of charge. The recall on the KTM 1290 Super Duke R is expected to begin in August 2015.

Erik Buell Racing Acquired by the Flying Spaghetti Monster

Social media and some assorted motorcycle news websites (first here, and now here) are feverishly reporting that Erik Buell Racing has been out-right acquired by Hero MotoCorp, during the company’s receivership auction, thus confirming the wet-dream conspiracy theories of Buellistas around the world. The report was first started by the stalwart news source Motorcycle.in.th, and was then elevated quickly into the realm of semi-truthfulness by a bevy of other news outlets. With the journalistic bar now set so low, Asphalt & Rubber feels comfortable reporting that there is indeed a new owner for Erik Buell Racing, but it is not Hero MotoCorp, but instead the Flying Spaghetti Monster — deity to the Church of the Flying Spaghetti Monster.

Official Details & Photos of the 2016 Honda Africa Twin

Honda has officially dropped details and photos on its highly anticipated adventure-tourer, the 2016 Honda Africa Twin. A continuation of the legacy by the same name, the new Honda Africa Twin is an off-road focused machine that will go head-to-head with the big ADV bikes already on the market. Built around a 998cc parallel-twin engine, which makes 94hp and 72 lbs•ft of torque, the Africa Twin tips the scales at the curb at 503 lbs (standard model, first photos after the jump) / 534 lbs (DCT/ABS models, shown above). What we think ADV riders will come around to is Honda’s off-road built dual-clutch transmission, which will have the benefit of making shifts while out of the saddle much easier, and giving clutch-free operation, much like a Rekluse clutch.

Gear Review: Arai Corsair-X Helmet

When it comes to helmet brands, Arai Helmet is perhaps one of the best known in the business; and when it comes to the Japanese company’s flagship model, the track-focused Corsair reigns supreme. So, it’s a big deal when Arai decides to update its ready-to-race helmet offering, creating the Arai Corsair-X in the process. This week, we got to test the new Corsair-X in the flesh, spending a full-day riding at Thunderhill Raceway in Willows, California on Monday — melting away in the 104°F heat — as well as riding around my new hometown of Portland, Oregon. So let’s cut the fluff, breakdown what’s new with the Corsair-X, and talk about what our impressions are of this top-of-the-line helmet.

Honda Africa Twin Specs Leaked with Hi-Res Photo

Last night we brought you a leaked video of the new Honda Africa Twin, which revealed the off-road oriented adventure bike in all its glory. Today, we get to see the leaked specs of the Honda CRF1000L (the model designation of the Africa Twin), along with what looks like an official high-resolution photo. The spec-sheet for the Africa Twin has long been something of interest for ADV fans, with the obvious questions being 1) how much horsepower will it make? and 2) how much will it weight. The answers are 94hp, and 458 lbs dry (467 lbs with ABS, 489 lbs with DCT).

Finally, Here is the Honda Africa Twin in All Its Glory

Honda has been teasing a six-part video series about the Honda Africa Twin, and the final installment has just leaked onto the internet. As you would expect, the video finally gives us the full monty on what the Honda CRF1000L will look like, along with some great action footage. Perhaps even better, the final installment of Honda’s video series also features a very interesting discussion with HRC riders, Honda engineers, and stakeholders to the Africa Twin brand. The discussion is very insightful to the development of the 1,000cc adventure bike platform, including off-roading’s first dual-clutch transmission (DCT).

The Business Case for the Husqvarna Nuda

09/20/2011 @ 2:56 pm, by Jensen Beeler7 COMMENTS

Not too different of an analysis from the one I did regarding the Ducati Diavel, the business case surrounding the Husqvarna Nuda is all about extending brand attributes, reaching new demographics, and putting more volume into sales figures. While I will reserve judgment on what the Nuda 900 is as a motorcycle for when A&R actually gets a chance to swing a leg over one, the positioning and reasoning behind Husqvarna’s first true-blooded street bike can be analyzed by us before the Nuda hits dealership floors early next year.

A Swedish brand based in Italy and owned by German company, there can be little wonder as to why Husqvarna suffers from an identity crisis. When the small, but eclectic, dirt bike manufacturer was brought into the folds of BMW, many loyal to the Husqvarna brand wondered and were concerned about what was in store for the company.

If brand loyalists were waiting for the first shoe to drop, then surely the release of the Husqvarna Nuda 900 & 900R is that moment. A departure from a history of motorcycles that like to get grime under their fingernails, the Nuda 900 represents Husqvarna’s attempt at a pure-street offering — a move both Husqvarna and BMW hope will pave the way for more street models, and thus more sales volume. The positioning and branding of the Nuda 900 is also especially interesting, as adding a street dimension to the Husqvarna name is certainly a new dynamic to the brand, but how to do so with parent company BMW looking over one’s shoulder is another affair all together.

I’m Ducati Superbike 1199 Superquadrata, Bitch.

08/05/2011 @ 5:35 pm, by Jensen Beeler4 COMMENTS

The tale that Facebook CEO Mark Zuckerberg’s business card at one point read “I’m CEO, Bitch” is in fact true. Perhaps tired of dealing with investors and businessmen that didn’t take him seriously, or perhaps the young entrepreneur faced a tough time telling industry specialists twice or three times his age how the world was about to change, ol’Zuck was surely responding to the titles others had placed on him. Enervated at hearing phrases like “that kid” or “the Harvard dropout”, Zuckerberg’s “I’m CEO, Bitch” business card was not only about the young CEO having an equal seat at the table, but also about his personal brand, and reminded whomever held the card that were talking to the creator of one of most popular websites ever on the internet.

If we can stretch that metaphor a bit further, the new Ducati Superbike has its own identity crisis in the eyes of the public. Like the Ducati Vyper and Ducati Cayenne that came before it, we were first introduced to Ducati’s new flagship with its internal name: Xtreme. Whether out of the desire to drive webpage hits by creating controversy, or just actually being that gullible/naive about the story, mainstream outlets began using the nomenclature as if the Bologna brand had adopted product names that tugged on a common heart strings from the Twilight faithful.

Cleverly deciphering Ducati’s secret model numbering scheme, more educated publications latched onto the more likely Superbike 1199 verbiage. There was over course precedent for this +1 trend, after watching the Superbike 998 become the 999. Knowing that Ducati would be releasing a ridiculously over-square v-twin motor with the new Superbike, we also learned early on that the new power plant would be known as the Superquadrata, which sounds far more clever in Italian than its translated English. With all these different names being banded about for the same machine, we wanted to definitely put the business card wars to bed, and say conclusively that the new flagship from Bologna will be called the Ducati Superbike 1199 Superquadrata.

Brand Confusion? Brand Reversion by Graham Smith

07/19/2011 @ 4:15 pm, by Jensen Beeler8 COMMENTS

Artist Graham Smith is helping play with our brand awareness today, as the British graphic designer has done up several companies’ logos with the name of another (usually a competitor). The effect is an interesting one, as your mind tries to sort out the shapes it recognizes with the name it actually sees, much like the Stroop Effect in psychology studies – an interesting phenomena where names of colors were shown in a font whose color was different than the name. When subjects were asked to say out loud the color used for the font, it often resulted in the tendency to want to say word shown instead. We had the same effect looking at Smith’s work, making this an interesting take on logo design and a bit of fun psychology all wrapped-up into one. Examples after the jump.

Moto Morini Finally Sold at Auction – €1.96 Million

07/19/2011 @ 1:03 pm, by Jensen Beeler4 COMMENTS

Finally finding a purchaser at its second auction, Moto Morini has seemingly been given a new lease on life after finding a pair of investors willing to back the Italian brand. Buying the company’s assets, but not the property where it resides, entrepreneurs Sandro Capotosti and Ruggeromassimo Jannuzzelli paid €1.96 million for the Moto Morini name, IP, and other proprietary assets.

With both investors saying they have an emotional tie to Moto Morini motorcycles, they also both come with some serious business acumen. For instance, Capotosti is the former chairman of the Banca Profilo and Jannuzzelli was the former VP and Group CEO of Camuzzi, an Italian energy group.

The Indian Gambit – Polaris Puts Harley-Davidson on Notice

04/20/2011 @ 6:33 pm, by Jensen Beeler27 COMMENTS

Before yesterday afternoon, I had a hard time getting excited about Polaris. I think they make snowmobiles…but I’m not sure. This is how engaged with their brands I was, but of course this has all changed with the news that Polaris Industries, Inc. has acquired Indian Motorcycle for still undisclosed terms. Covering the business strategy side of motorcycling for the past two and a half years, I can tell you that there are few moves or decisions that strike me as truly inspired, but that events of the past 24 hours are surly Mensa-worthy.

Before I can talk about Polaris and Indian, I have to talk about another motorcycle company: Harley-Davidson. Kingdoms are fated to topple, but looking at Harley-Davdion and its dominance in the American motorcycle scene, let alone in popular culture, the legacy of the Milwaukee company seems assured to endure the test of time. So many companies have tried to be the next Harley, and all of their failures reinforce that concept that no company does “Harley” better than Harley-Davidson. Virtually creating the the legacy cruiser segment, and Harley-Davidson’s success in this regard is also the double-edged sword that is slowly prostrating the Milwaukee brand.

If I had to give one piece of advice to a company wanting to compete with Harley-Davidson, it would be real simple: don’t. Seemingly at the risk of painting itself into a corner, Harley-Davidson has refined its marketing message so thoroughly that it has honed in on a particular type of rider, and exhibits such a distinct persona of motorcycling that the company’s identity has found itself heading full-speed down a one-way street of branding. Thus the low-hanging fruit of competing with Harley-Davidson is to go after the brand where it cannot go.

Ducati’s Deal with the Devil: A Business Case for the Diavel

03/07/2011 @ 4:38 pm, by Jensen Beeler35 COMMENTS

If you had told me a few years ago that Ducati would build a cruiser-segment motorcycle, I probably would have called you a couple cylinders short of a v-twin. Up until recently, mentioning the thought of the Bologna brand chasing after Harley-Davidson riders would have invited fisticuffs in most Italian motorcycle cafés. And even despite the launch of the Ducati Diavel, you can start a heated debate among loyal Ducatisti by bringing up Italy’s latest power cruiser.

Make no mistake, the 2011 Ducati Diavel is a controversial motorcycle…and that’s putting things lightly (at worst it’s a complete dilution of the Ducati brand). If the Diavel is Ducati’s deal with the Devil, then let me play the Devil’s advocate for a moment, and put forth the business case about why this motorcycle had to be built, and what it means to the Ducati brand — minus the pandering to the Ducati faithful.

Pierre Terblanche Leaves Piaggio for Norton

01/13/2011 @ 9:37 pm, by Jensen Beeler18 COMMENTS

While Norton Motorcycles finds itself currently in the middle of a relaunch period, having recently resurrected the brand at its Donington Park headquarters, being widely rumored to contend in MotoGP for the 2012 season, and just a month ago announcing that it would return to the North American motorcycle market, more changes seem in store for the historic British company. Announced today was the surprise move that sees famed South African motorcycle designer Pierre Terblanche moving from Piaggio, where he was working on revamping the Moto Guzzi line, to Norton Motorcycles.

Harley-Davidson Brand Drops 24% in Value – Threatens to Fall Off The Interbrand 100

09/19/2010 @ 4:19 pm, by Jensen Beeler26 COMMENTS

Interbrand, the leader in brand consultancy, ranks the Top 100 brands each year according to their brand value, with brands like Google, Coca-Cola, and McDonalds usually taking the top honors. Interbrand’s method looks at the ongoing investment and management of the brand as a business asset, and then assigns a dollar value to that asset.

In motorcycling no brand is worth more than the Bar & Shield of Harley-Davidson, and the Milwaukee-based company is an Interbrand 100 regular. Dropping nearly 24% of its brand value this year (the most out of all the Interbrand 100 companies), Harley-Davidson fell from 76th on 2009 rankings to 98th in 2010, losing over a billion dollars in brand value in the process.

Help Name That KTM 125

06/22/2010 @ 2:51 pm, by Jensen Beeler6 COMMENTS

KTM is looking for some help in naming its 125 Race and 125 Stunt bikes that were debuted at the 2009 EICMA show. When we saw these bikes launched in Milan, we couldn’t help but want one…even if they’re targeted towards kids. Knowing that the Austrian company’s relatively bland naming nomenclature isn’t likely to resonate with the kids of today, KTM is looking for some insight on how to capture this younger audience, and if they pick your entry you can claim a 125 Race or Stunt bike for your very own.

Hello Kitty Oil – Yes, You Read That

06/22/2010 @ 1:05 pm, by Jensen Beeler13 COMMENTS

Branding can be a tricky trade, especially when it comes to putting your mark on someone else’s product. The optimal goal is to find partnerships where both products benefit from being associated with each other. For Agip, the Italian gasoline and oil company, the obvious perfect partnership is one with Hello Kitty, the cute white cat that does $1 billion in business each year. After all, who doesn’t like their 11 year-old Japanese girls mixed with three liters of motor lubricant? Oh yes, we went there.