As the relationshit between Colin Edwards and James Toseland came to a crashing halt during the 2009 season, the Monster Yamaha Tech3 garage found a proverbial and literal wall erected, dividing the team in two. Now despite the cordial relationship between Edwards and newcomer Ben Spies, comes confirmation that the wall will continue its presence as the 3rd teammate in the Tech3 camp.
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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Colin Edwards has announced he is close to inking a deal with Tech3 Yamaha to stay on for the 2010 MotoGP season. With today’s announcement of Ben Spies staying in World Superbike for next year, the prospect of possibly two seats at the most sought-after satellite team has surely gotten the silly season gears turning.
Silly season continues here at Asphalt & Rubber. Next up on the rumormill is James Toseland, who is rumored to be looking at a return to World Superbike, possibly with the Alstare Suzuki team.

There is little doubt that teammates Colin Edwards and James Toseland are not on the best of terms right now. It all started when Toseland allegedly stole Edwards’s crew chief Garry Reinders. Not to leave no good deed unpunished, Edwards took Toselands crew chief, Guy Coulon, in kind. The flip-flop has left the Tech3 camp in a bit of disarray with both riders now touting how much happier they are, although still very bitter about the outcome. Now Tech3 boss, Herve Poncharal, has weighed in his opinion on the matter.






