If we asked you which Germanic company was the largest motorcycle brand by volume, you would likely guess BMW Motorrad…and you would be wrong. Snap! Displacing the venerable brand from Bavaria, which set its own sales record, KTM’s 2012 sales year of 107,142 units has handed the Austrian brand the distinction of being the best-selling Germanic brand worldwide (by a margin of less than 1,000 machines).
Shedding more insight on our previous news that Triumph is working on a small-displacement model for India and Southeast Asia, we now get more details on the project from the British company’s distributor in Indonesia, Rudhy Siswanto of PT Global Motorcycle Trading.
Expected to be a 250cc twin-cylinder machine that will play heavily on the styling cues of the Triumph Street Triple, the new model will begin production in 2014 at Triumph’s planned new plant in Narasapur, India, and go head-to-head with the KTM 200 Duke.
According to the folks at Indian auto site Zigwheels, Harley-Davidson is finally ready to get serious about the Indian market, and plans on developing and selling a made-for-India model. The entry-level machine would slot in below the current 883cc Sportsters, and be ground-up manufactured locally in India as well.
Zigwheels goes on to say that its sources peg Harley-Davidson executives from the US and India as meeting with Indian vendors and dealers in order to setup distribution of the new model(s). Expected to debut at the 2014 New Delhi show, the India-specific line will arrive in the 400cc-500cc range, feature a v-twin motor, and cost Rs 3.5 lakh ($6,381).
Evidence of a Yamaha’s 250cc sport bike, which is expected for a 2014 model year debut, continues to mount as India Yamaha Motor CEO Hiroyuki Suzuki confirmed that a “powerful” quarter-liter sport bike is headed for the Indian market after the next model year.
Taking the place of the 150ccc Yamaha YZF-R15 sport bike, and likely to look similar to the Yamaha YZF-R125 (shown above), Yamaha hopes to compete on a more level playing field with bikes like the Honda CBR250R, Kawasaki Ninja 250/300, and other models from Indian manufacturers Bajaj & Hero MotoCorp.
For some time now, we have known that KTM intended to bring a 300cc-class version of its KTM 125 Duke motorcycle to market, thanks primarily to a leaked product road map that covered the Austrian company’s product line-up clear through the 2014 model year.
Slotted to bring the KTM 390 Duke to the US market this coming spring, the leaked road map has so far proven to be accurate, and has two interesting machines listed for 2014: the KTM Moto3 350 & KTM Enduro 350.
Now confirmed by KTM’s CEO Stefan Pierer, KTM will debut a “faired” model (the KTM Moto3 350) and a “travel” model (KTM Enduro 350), which are based off the KTM 390 Duke platform, and will share the bike’s 375cc single-cylinder engine.
Hero may be losing ground to Honda in its smallest displacement categories in its home market of India, but the Indian brand is poised for good growth abroad. Already linked to a number of projects with Erik Buell Racing, Hero MotoCorp is said to be also eyeing the African and Latin American markets for its next international business moves.
Hoping to enter a few markets in Africa and Latin America by the end of the company’s fiscal year, Hero MotoCorp is cagey on specifics regarding its overall international plan. However, in September of this year, Hero’s CEO Pawan Munjal stated that the company would start assembly plants in Kenya and Nigeria, tipping those two countries as the starting points for the Indian company’s African market invasion.
As for Latin America, Colombian market is favored to be the first vector, with Munjal also tipping that Hero MotoCorp would establish an assembly operation in the South America country, and then presumably work its way farther north. The position also easily positions the Indian company for expansion south into lucrative markets like Brazil, Argentina, and Peru.
According to The Economic Times, India’s premier financial newspaper, Hero MotoCorp is working on a 250cc sport bike, in conjunction with Erik Buell Racing. You may recall that Hero and EBR have already agreed to a technical partnership, which also saw the Indian motorcycle manufacturer become Erik Buell Racing’s title sponsor in the AMA Pro Racing Superbike series.
After its break up with Honda in the Hero Honda relationship, Hero MotoCorp has been relying on other firms for its technical developments. The Economic Times suggests the same can be said for this 250cc sport bike, with EBR handling the development of the machine, while Hero handles the business end of things, namely the quarter-liter’s production and distribution.
Diving through KTM’s 108 page annual report for 2011, the Austrian company lists a couple of interesting developments in its Research & Development section. Partnering with Bajaj on small-displacement street motorcycles, the first obvious fruit of that labor was the KTM 125 Duke, and the subsequent KTM 200 Duke that is available worldwide.
We already know that KTM plans on bringing a 300cc version of the baby Duke to North America, and the Austrian company lists displacements in this project up to 375cc, a strong signal to the final displacement of the much anticipated KTM 350 Duke.
At Magny-Cours this weekend, World Superbike released its provisional calendar for the 2013 WSBK Championship. Subject to some change, maybe more so now that Dorna is in charge of things, the big changes to the 2013 calendar over this season is the addition of a round in India, as well as the American round moving from Miller Motorsports Park to Laguna Seca.
World Superbike returns to Russia again for 2013, helping the series branch out a bit from the Western Europe centrality. Along that same vein, both Misano and Brno are absent from the 2013 calendar, with the second race in June still to be announced.
We would expect Brno to get filled-in at this slot, since the Eastern Europe circuit has the right geography, solvency, and attendance support when compared to the Italian track. However, as always, time will tell. The 2013 World Superbike Provisional Calendar for 2013 is after the jump.
The concept that motorcyclists define themselves by the motorcycles that they ride seems like a fairly obvious notion to us, but you wouldn’t know it by most of the advertisements you currently see in the motorcycle industry. Some brands get the whole lifestyle approach to motorcycle marketing, with Harley-Davidson & Ducati being the two prime examples in the industry of how a motorcycle brand can mean more than just traveling from Point A to Point B.
An integral component to demand generation, the business side of this kind of branding is where marketing becomes less objective and more subjective. To be frank, the reason we have a scarcity of good ad campaigns in the motorcycle industry is because few motorcycle companies are a) willing to recognize the importance of lifestyle branding (for some, it’s a four-letter word), b) willing to acknowledge the craftsmanship that is involved with that kind of marketing campaign (or worse, recognize it if they saw it), and c) are willing to pay for marketing managers with that skill set (they aren’t cheap).
Unsurprisingly, the brands that do see the value in running these kind of campaigns are seeing it payoff in dividends. Have you heard of Russian sidecar maker Ural? How about MV Agusta? Yeah, we thought so. But yet, here are two companies that continually struggle to reach five-digit unit volume figures, yet have a cult following of owners and non-owners alike. I’ve waxed on about how larger OEMs like Honda need to create a more personal link with their product to consumers, so I won’t get into it again.
Instead, after jump find a small selection of Royal Enfield ads from the company’s Tripping campaign. Someone should have checked the international usage of the slogan “tripping ever since” — but that oversight aside, it is a pretty flawlessly executed demand generation campaign. Enjoy, and thanks for the tip 梁聰!