Six New MV Agusta Models Will Debut in 2016

Another more tidbit of news to come from the 2016 MV Agusta Brutale press launch (read the review here), is word from CEO Giovanni Castiglioni that MV Agusta will unveil six new models this year, ahead of the 2016 EICMA show. Castiglioni wouldn’t say which three models it would be, though he made hint with the above slide that three of them would be naked sport bikes, while the other three new models would be fully faired sport bikes. With these hints, it makes the guessing game fairly straight forward. We already broke the news to you that an updated Brutale 675 would debut in Q2 2016, with new Dragster 800 and Brutale 800 RR models soon to follow, with MV Agusta’s updated 798cc three-cylinder engine that now meets Euro4 emission standards.

Ride Review: 2016 MV Agusta Brutale 800

It seemed when MV Agusta debuted only a solitary machine at the 2015 EICMA show, the MV Agusta Brutale 800, with less power, more weight, and subtle design revision, that the Varese-based company had taken a step backwards from its forward progress. Now that we have had the opportunity to ride the machine in Málaga, Spain – we can see that is not the case. The new Brutale 800 signals an elevation of MV Agusta, from a brand with a shiny veneer and little beneath the surface, to a motorcycle company that can not only tug on the heartstrings of our moto-lust, but can also pique our more reasonable senses into seeing the substance beyond the glossy paint and subtle lines. Quite simply put, the 2016 MV Agusta Brutale 800 is the best machine to come from Varese.

Opinion: Why the Rossi vs. Marquez Controversy Isn’t Going Away in MotoGP, Any Time Soon

If the Movistar Yamaha launch at Barcelona made one thing clear, it is that the feud between Valentino Rossi and Marc Márquez will be just as bitter in 2016 as it was in 2015. In Barcelona, Rossi once again repeated the litany of charges he leveled against Marc Márquez at the end of last season. Márquez had decided early in the season he would try to stop Rossi from winning the title, had played with Rossi at Phillip Island, done far worse at Sepang, then stayed behind Lorenzo at Valencia to hand him the title. For Valentino Rossi, nothing has changed since Valencia 2015.

Ducati draXter Concept Debuts in Verona

Ducati is at this year’s Motor Bike Expo in Verona, and it has a bevy of concepts and customs it wants to show the world. The Italian brand’s trio of Sixty2 Scrambler concepts didn’t really spark our engine, but the Ducati draXter Concept is certainly of note and worthy of further scrutiny. The Ducati XDiavel was Bologna’s big reveal at EICMA this year, and while the cruiser model wasn’t our cup of tea, we might have to change our tune with this decked-out version of the machine. Ducati says that the draXter model interprets the XDiavel from a “sports” point-of-view, and the modifications made to the machine certainly do a good job of connoting a bike that leaps from the line.

KTM Made Over €1 Billion in Revenue in 2015

To put it succinctly, KTM is crushing it. In 2015, the Austrian company posted another banner year, which is nothing terribly new from a European motorcycle brand; but in just a few five short years, KTM has addd over 100,000 motorcycles to its volume of production. As such, the Austrian sold 180,801 KTM and Husqvarna motorcycles in 2015, making €1.02 billion in the process. This is a 14% increase over KTM’s sales in 2014, a 18% increase in revenue, and a 26% in income (€95 million, EBIT). This also makes 2015 the first time that KTM has exceeded a billion euros in revenue, and the fifth year in a row that KTM sales have increased. According to KTM, this makes them the fastest growing motorcycle company in the world.

The 2016 Yamaha YZF-R1 Is Ready for WSBK Duty

Yamaha is headed back to the World Superbike paddock, and it is not taking any half-measures in doing so. As such, the Japanese manufacturer has retained the talents of Sylvain Guintoli (World Superbike Champion, 2014) and Alex Lowes (British Superbike Champion, 2013), with the highly regarded Crescent Racing running the factory-backed team. Officially debuting the team today in Spain, along with Yamaha’s other racing programs, the Pata Yamaha Official WorldSBK Team should be a potent package for the pinnacle of production motorcycle racing, and we expect strong results from them, right off the bat. This is because the new Yamaha YZF-R1 had an entire year of honing at the national level.

Super Hi-Res Photos of the 2016 Yamaha YZR-M1

Debuting today in Spain, the Yamaha Racing factory MotoGP team took the wraps up the 2016 Yamaha YZR-M1 race bike, and debuted its team, which features riders Jorge Lorenzo and Valentino Rossi. Seemingly, not much has changed to the Yamaha YZR-M1, though the bike now features 17″ wheels and Michelin tires. Yamaha’s spec-sheet (full listing, after the jump) is sparse on specifics as usual, and thus is vague on its details – horsepower is listed simply as “over 240hp” for instance. Indeed, most of the changes to the Yamaha YZR-M1 reside beneath the fairings, with perhaps the most important changes coming to the M1’s ECU, which is now a spec Magneti Marelli unit that runs the unified team software.

Is Honda Preparing a Major Engine Upgrade for 2016?

It is no secret that Honda are struggling with the engine for the RC213V MotoGP. HRC have been making the engine ever more aggressive for the past three years, but in 2015, they finally went too far. The power delivery of the RC213V was too difficult to contain, even with Honda’s electronics, and HRC suffered their worst season in MotoGP since 2010. Things had not been looking much better for 2016 either. The engine Dani Pedrosa and Marc Márquez tested at Valencia and Jerez last November was at best a marginal improvement, with a bit more power at the bottom end, but still delivered in a very aggressive manner. Added to this, HRC have had problems with the new unified software which is compulsory for 2016.

Ducati Sold 54,800 Bikes in 2015 – Another Record

As expected from earlier sales reports, Ducati Motor Holding is posting a banner year for 2015. The Italian motorcycle maker says that it sold 54,800 bikes last year, a 9,683 unit (+22%) increase over the number of bikes sold in 2014. Helping break the 50,000 units barrier, the Ducati Scrambler line accounted for virtually all of Ducati’s sales growth in 2015, with over 16,000 Scrambler models sold worldwide. As we have reported before, this paints an interesting picture of what is going on behind Borgo Panigale’s walls. At a national level, we already saw the report that Ducati was on track for strong growth in the USA last year. Ducati now reports that Ducati grew by 14% in the USA for 2015. In Europe though, sales were even stronger, with the Italian market up 53%, the UK up 37%, Germany up 24%, and France up 22%.

Erik Buell Racing Sold at Third Auction, Will Live On Again

Don’t believe everything you read on the internet today. Much like the spirit of its riders, Erik Buell Racing refuses to go quietly into that good night. After two failed receivership auctions, the brand has now been acquired for $2.05 million via a third auction held Wednesday, and seems set for another revival. The winning party of this latest auction is the same winner from the second auction, Liquid Asset Partners – the same company that liquidated Buell Motorcycles when it was shutdown by Harley-Davidson, which makes for some interesting trivia. Walworth County Circuit Judge Phillip Koss approved the winning bid today, despite a similar bid from Bruce Belfer, the first auction winner.

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.

Let’s Hype This Bitch! – 60 Day Wait for the 2010 Ducati Multistrada 1200

05/24/2010 @ 2:30 pm, by Jensen Beeler10 COMMENTS

Ducati has reported that the first 500 initial pre-orders for the 2010 Ducati Multistrada 1200 have been filled, and there is now a 60 day waiting period for the new sport-tourer. Citing a strong reception to the Multistrada’s “four-bikes-in-one” capability, Ducati sees an additional 500 units to be sold in the coming months. This last statement seems sort of like a no-brainer, after-all another 500 bikes will be sold eventually, right?

Actually, the entire statement is sort of strange when you consider what 500 pre-sold orders really entails in a markets like the United States & Canada. With a plethora of dealers in these countries, the reality is that this statement amounts to dealerships pre-selling their initial inventory, which consisted of one or two motorcycles. Yes, the Ducati Multistrada 1200 is sold-out for the next two month, but when you ship only 500 units to the entire North American market, you can almost guarantee being sold out on a bike during its release, right?

Volkswagen Motorcycle Could be NSU Comeback?

04/15/2010 @ 3:10 pm, by Jensen Beeler9 COMMENTS

This rumor just doesn’t want to die (maybe there’s some truth in it then?), but talk continues about a possible Volkswagen motorcycle. This time the speculation centers around NSU an old german brand that VW bought back in the 1960’s. Known for its wankel-style rotary motors, NSU was the world’s largest motorcycle manufacturer in 1955, but sadly went out of business in 1969 when the failing brand (primarily due to its automobile division) was acquired by Volkswagen, never to be seen again or so it would seem.

Ducati Multistrada 1200 Video Recap

04/14/2010 @ 9:16 am, by Jensen Beeler1 COMMENT

How important is the 2010 Ducati Multistrada 1200 to the Italian company? Consider this, despite releasing a bevy of new and revised motorcycles for the 2010 model year, only the Multistrada 1200 has seen the Bologna company bend over backwards to market its sport-tourer with a bevy of videos. Part of this is due to the extra pocket change seen in the adventure segment of motorcycling, but an even more important reason for Ducati’s aggressive media push is the need for the Italian brand to stand for something more than just expensive sport bikes.

Before there were Hypermotards and Multistrada 1200’s, Ducati still saw the lion’s share of its sales come from the Monster line, despite the company being better known for its Superbike line. Unlike some other companies, Ducati was fortunate enough to realize that you can’t play in only one market segment, and began looking for new ways to expand it’s product lineup…thus the Multistrada 1200 was born. In an effort to keep up with all the marketing around the beak-nosed bike, we’ve compiled all of the Ducati Multistrada 1200 videos we could find, so sit back, grab a beverage, and enjoy them after the jump.

How to Save Harley-Davidson – Step 2: Shift Your Product Lineup into New Segments

04/07/2010 @ 5:54 am, by Jensen Beeler66 COMMENTS

35 motorcycles, 7 model lines, 4 chassis, 3 motor families, & 1 market segment, that’s Harley-Davidson’s product line by the numbers. Where many large production motorcycle companies might have 30 or so motorcycles that span the entire gamut of motorcycling’s different sub-markets, Harley-Davidson has put all of its eggs in the heavy cruiser market. This singular pursuit of one market segment has not only been the cause for Harley’s success, but also a significant contributing factor to the company’s recent downfall, which has led to a recently rumored leveraged buyout.

As the old idiom goes, one should not put all their eggs in one basket, which is exactly the faux pas being committed here by Harley-Davidson in its product offering. Businesses, especially public ones, should always have an eye on sustained long-term growth, and a key element to that goal is a well-diversified position in their appropriate industry. Taking this lens and applying it to Harley-Davidson, one can immediately see a portfolio that has been extensively mismanaged by focusing on only one segment of the total motorcycle industry: the heavy cruiser market.

What this has effectively created is a motorcycle company that looks like Alfred Hitchcock’s take on Baskin Robins: 31 flavors, but they’re all Rocky Road.

Ducati: We’ll Put Our Logo on Anything

03/18/2010 @ 12:49 pm, by Jensen Beeler11 COMMENTS

Ducati owns probably the most valuable brand name in motorcycling, and like many brands Ducati finds ways to monetize this asset by licensing it out to other companies. One great marriage and example of this is the Ducati branded apparel available from Puma, which sees both brands benefitting from a racing/apparel association. One not so great example of this concept however is the Toshiba Satellite U500 Ducati Edition laptop, which sees the vanilla of portable computers get stamped with the mark of Corse Rosa.

How to Save Harley-Davidson – Step 1: Redefine and Reposition The Way You Market Your Brand

03/08/2010 @ 6:50 am, by Jensen Beeler112 COMMENTS

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.

Erik Buell Racing Gets A New Logo

01/11/2010 @ 12:20 am, by Jensen Beeler10 COMMENTS

Now that Erik Buell Racing has moved into its new office space, the company has wasted no time in branding itself with a new logo. For the Buell loyal, this symbolism should look familar, as it plays heavily off the fairly fresh Buell Motorcycles logo.

In addition to its new logo, EBR has setup a Facebook fan page, and has begun working on a new website. Still no news on the 1190RR Euro-spec racer, but hopefully we’ll hear and see that soon.

Source: Facebook via SoCal Buell Rider