At the EICMA motorcycle show in Milan, Benelli finally gave the public a glimpse at its new TnT 899 Cafe Racer, after teasing us with spy photos of the bike out testing. While this was our first opportunity to see the bike in person, it was also the first time that Benelli released the 2010 Benelli TnT 899 Cafe Racer’s technical specifications. With 120hp at the crank, the baby TnT packs some power, and it will need it if it wants to haul around the 454lbs (wet) motorcycle it’s attached to. Pictures and more after the jump.
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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Like a young kid that sneaks down to the family room on the night of Christmas Eve, spying on Santa Clause as he delivers his bounty of presents, we’ve gone and spoiled maybe the biggest announcement to come out of Benelli for 2010. After catching the 2010 Benelli TnT 899 Cafe Racer out in the wild testing, it comes as no surprise that the bike has now been officially made public at EICMA.





