MV Agusta Relaunches in USA and Canada

It didn’t take long for the news to become officially official, but MV Agusta USA and MV Agusta Canada have come under new ownership, as the Italian brand attempts to relaunch itself in the North American market. Heading the new efforts is Urban Moto Group, headed by Joseph Elasmar, who imports MV Agusta, Benelli, EBR, Royal Enfield, and other brands into Australia. According to the their agreement, both MV Agusta and Urban Moto will co-develop the North America territories, with the aim of capitalizing on the region’s large market for big displacement motorcycles. “We are very excited to build a successful relationship with Urban Moto Group as a new partner also overseeing and developing the presence of MV Agusta in the USA market,” said Giovanni Castiglioni.

New Triumph Street Triple Debuts with 765cc Engine

As expected, today we get to see the 2017 Triumph Street Triple, with its new engine capacity: 765cc. The new engine displacement comes from both an increase in bore and stroke on the iconic three-cylinder motor, with Triumph using a new crank, pistons, and barrels in its construction. Three flavors of Triumph Street Triple will be available for 2017, with S, R, and RS-spec (above) machines being available, with obvious performance differences existing between the trim levels. As such, peak horsepower will be 113hp (S), 118hp (R), and 123hp (RS) – a notable boost over the 675cc machine’s 105hp. Meanwhile, peak torque has been improved from 50 lbs•ft, now to 53 lbs•ft (S) and 56 lbs•ft (R & RS). All the models tip the scales at 166kg (dry) according to Triumph, which is a 2kg reduction over the outgoing model.

Victory Motorcycles Ceasing Operations

Polaris Industries is starting the year off with some surprising news, announcing that it will cease operation of Victory Motorcycles and other related business operations to the brand. Scott Wine, Polaris Industries Chairman and CEO, explained the decision as coming down to basic business factors, with Victory not showing the growth and volume in order to sustain its continued existence. Polaris in its press release also cites the changing landscape of the motorcycle landscape, and that the resources and investments required to make Victory competitive going forward were too hard to justify for the troubled brand. Instead, Polaris will focus solely on its Indian and Slingshot brands, for the motorcycle space.

Triumph Set to Become the Official Moto2 Engine Supplier

The future of the Moto2 class looks secure. Reports from the UK and Austria are suggesting that Triumph has finalized a deal to supply the Moto2 class when the current deal with Honda concludes at the end of 2018. From 2019, Triumph will supply a new three-cylinder engine, probably based on the new, larger sports triple they are building for release in 2017. There had been uncertainty over the future of the Moto2 engine supplier since the beginning of this year. Honda had extended the deal to supply CBR600RR engines until the end of the 2018 season, but as the Japanese manufacturer was stopping production of its middleweight sports bike, it was clear that a replacement would have to be found.

Walt Siegl’s Dakar Inspired Ducati Hypermotard

This Dakar Rally inspired Ducati Hypermotard is the latest creation from Walt Siegl Motorcycles, and it comes with some very appropriate timing. Not only are we full-swing into the 2017 Dakar Rally, but this 1980s-styled Ducati comes during a week where we have been talking about my not-so-secret love affair with the Ducati Hypermotard. Again, we see the air-cooled version of this street-going supermoto being used as a platform for a unique work, though this time Walt Siegl has been commissioned to make a bike that rolled right off the sand dunes of Africa. The exercise centers around mostly the restyling of the bodywork, to give us a little nostalgia for when the Dakar Rally was actually held in its namesake in Northern Africa.

Mike’s Carbon Fiber Motus MSTR

The Motus MSTR is a beast of a machine, it just oozes raw power and torque from its 1,650cc V4 engine; and to compliment all that grunt, the MSTR also comes tastefully wrapped in painted carbon fiber fairings. But when a composites expert wants one of your motorcycles, painting those carbon fiber body panels might not be the best of choices – it may even be an affront the Gods of Internal Combustion. When customer “Mike M.” wanted to see show off the weave of the Motus MSTR’s carbon fiber bodywork, he opted for his machine to come sans the livery. We think that was a pretty good choice, and the gods are surely pleased as well. So, to help get the New Year off to a proper start, and to return to the appreciation of all things two-wheeled, we give you Mike M.’s Motus MSTR motorcycle – how’s that for alliteration?

10 Things to Look Forward to in Motorcycle Racing for 2017

The new year has officially started, the real world of contracts finally lining up with the world of motorcycle racing. Riders who swapped factories are now free of their old contracts, their new contracts having commenced as the world greeted 2017. That also leaves them free to post about the new season on social media again. Aleix Espargaro was so keen to do so that he posted right on the stroke of midnight. If the riders are excited, that gives fans reason to be excited too. Here are 10 reasons to look forward to 2017.

Michael Lock Talks About the Future of Flat Track Racing

As discussed previously on Asphalt & Rubber, flat track racing in the United States will have a comprehensive makeover in 2017. The series will be rebranded as the American Flat Track Series, and the calendar expanded to 18 rounds. At the Superprestigio in Barcelona last weekend, the CEO of the American Flat Track series, Michael Lock, sat down with Asphalt & Rubber to discuss the reasoning behind the changes. The expat Englishman came to flat track with a unique perspective; that of an outsider. He was an Englishman abroad, and brought fresh eyes to the problem of trying to grow flat track racing once again. The single biggest change is to simplify the structure of the championship with the GNC1 class now just for twin-cylinder engined bikes, with the GNC2 class using the smaller singles.

XXX: 21 Hi-Res Shots of the Ducati 1299 Superleggera

Did Santa forget to put a certain carbon fiber superbike under the tree this Christmas? Us too. Since we aren’t one of the lucky 500 people who will be receiving the Ducati 1299 Superleggera in 2017, we will have to make do with appreciating Ducati’s latest halo bike from a distance. Ducati officially lists the 1299 Superleggera as making 215hp and weighing 156kg dry, though with the installation of the included race kit that peak horsepower figure pops to 220hp, while the dry weight drops to a near-nothing 150kg. There might be a lot of talk about the death of sport bikes, but we argue that they have never been more intriguing. You won’t find any photos of the Ducati 1299 Superleggera at a higher resolution than the ones after the jump. Enjoy!

No Money for New MV Agusta Superbike, Says Castiglioni

To call the last couple of years for MV Agusta turbulent would probably be understating the situation. The company has struggled for financial stability ever since its re-acquisition by the Castiglioni family, and that struggle has recently come to a zenith with the firms debt restructuring and investment by the Anglo-Russian investment group Black Ocean. With that comes some harsh realities, namely that MV Agusta will not be producing a new superbike any time soon, as the cost of the project exceeds the Italian manufacturer’s capabilities – so said MV Agusta CEO Giovanni Castiglioni while talking to Alan Cathcart for Australian Motorcycle News.Instead, the company will focus on a new four-cylinder Brutale model, which will get a displacement increase to 1,200cc.

The Chrysanthemum and the Sword

12/22/2011 @ 9:11 pm, by Jensen Beeler105 COMMENTS

Talking to a colleague the other day, we came to a frank discussion about how the European motorcycle brands weathered the recession better when compared to their Japanese counterparts.

While there are many factors at play in this statement, there is at least a component of truth to the idea that strong brand integration helped spur the Europeans into setting record months, quarters, and years during a global economic downturn, while companies like Honda, Kawasaki, Suzuki, and Yamaha saw their businesses virtually collapse.

It is not that the Japanese manufacturers don’t have strong brands, it is just that their brands stand for something fundamentally different from those being forged by the Europeans.

While companies like Ducati, KTM, and Triumph are building entire communities and lifestyles around their motorcycles (hat tip to Harley-Davidson for showing them how), the Japanese continue to hang their hats on the attributes of their products.

Well-engineered, bulletproof, and relatively cheap, Japanese motorcycles tick all the right boxes when one is objectively measuring a motorcycle, but they are sufficiently lacking when it comes to creating lasting ties to their owners.

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.

Wisconsin Offers Harley-Davidson Branded License Plates

04/15/2011 @ 7:09 am, by Jensen Beeler8 COMMENTS

The great State of Wisconsin has begun to offer Harley-Davidson branded vanity license plates to its four-wheeled constituency. With the words “Share the Road” wedged underneath a double-dose of Harley-Davidson branding, the proceeds of the new plates will go to help fund State-sponsored motorcycle safety programs (a worthy cause).

Admittedly, we’re having a hard time with this story. On the one-hand, we love to see that motorcycle safety courses and programs are getting funded. There is a need to educate new riders, and to generally be good stewards for our sport and industry. On the other hand though, we generally frown on the commercialization of public programs, and while Wisconsin is the home of America’s largest motorcycle manufacturer, the whole thing just feels dirty.

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.

Yamaha’s MotoGP Team Still Without A Title Sponsor

12/28/2010 @ 7:46 am, by Jensen Beeler24 COMMENTS

After winning the MotoGP Triple Crown: The Rider, Team, and Manufacturer Championships, the factory Yamaha team finds itself in a difficult position looking for a title sponsor for next year. After Valentino Rossi’s departure to Ducati Corse for the 2011 season, Fiat, the team’s sponsor from 2007 until recently, dropped the Yamaha squad after its loss of the Italian rider (Fiat had long been associated with Yamaha because of the company’s desire to woo Rossi into the Ferrari Formula 1 team…that and the Italian helps sell the Italian made cars).

Perhaps under-appreciating the value of having Rossi on board a Yamaha bike in 2011, the tuning fork brand has now been left scrambling for a marquis name to help foot the bills for the next season. Despite having the reigning MotoGP World Champion Jorge Lorenzo and Rookie of the Year Ben Spies, deals with Petronas, Telefonica, and AirAsia have failed to materialize, despite lengthy rumor, meaning Yamaha’s corporate Blue/White livery might be spotted in Qatar (something reserved usually for non-sponsored wild card riders).

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?

Harley-Davidson Apparel is “Seriously Dangerous” Down Under

03/31/2010 @ 3:16 pm, by Jensen Beeler23 COMMENTS

Australian Harley-Davidson dealer, Rocky Harley-Davidson, recently released some new videos on the internet to help promote their bar & shield apparel. After all, one can’t merely ride a Harley-Davidson motorcycle, you have to have the appropriate clothing to fit your motorcycle lifestyle. The following is a loose interpretation of what the script looked like for one of those videos.

In our first scene, we see the protagonist dismount his thundering stead, with his Harley-Davidson shirt blazing like a forest fire. Confidently he walks by a bevy of women. Blonde, brunette, red head, it doesn’t matter…they are all powerless to resist the swagger and sex appeal that oozes from his cotton threads. These women are like deer in the headlights, waiting to be hit by his freight train of masculinity. This man, nay…God..walks down the street with his sunglasses firmly on at all times, keeping his gaze under control lest he fire laser from them at his next female victim, just like Cyclops from X-Men. Why? Because he’s seriously dangerous. Check the real thing after the jump, and yes…even a bonus video for the ladies.

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.