After debuting the 2010 Fiat-Yamaha MotoGP team and the new(ish) YZR-M1, news came out that the Fiat-Yamaha team, like many other teams before them, will not be sharing data between its two riders, effectively erecting a wall in the Fiat-Yamaha garage. The news was confirmed by Masahiko Nakajima, MotoGP Group Leader and Fiat Yamaha Team Director, that there will be no sharing of data between the two riders this year as they battle for the MotoGP Championship once again. The issue has already made its first divide, as Lorenzo and Rossi have expressed very different sentiments on the topic.
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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In these last months, some serious events at Monster Tech3 Yamaha have occurred. First, there was the crew chief swap that found Colin Edwards’ former chief, Gary Reynders, suddenly working with James Toseland. Then, there was the trash talk from Colin Edwards about the move, and Tech3 manager, Herve Poncharal, seemingly giving his blessing on the tom-foolery that was going on in his camp. After that, a physical wall was seen erected in the Tech3 pits that separated James and Colin from each other. And despite all this, James Toseland has kept a very low profile and refused to talk about the events that have surrouneded him, that is, until now. Continue reading to hear what Toseland had to say about himself, and the current state of the Tech3 camp.

Yamaha Tech 3 team have erected a wall dividing the garages of Colin Edwards from that of James Toseland. As we reported earlier in the year (here & here), the two riders had a falling out after swap in crew chiefs occurred. Following the conclusion of the 2008 MotoGP season, James Toseland was granted Colin Edwards’ crew chief Gary Reynders, an incident that Edwards was opposed to and has stopped the teammates from working together.

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.
Jorge Lorenzo has gone on the record that he doesn’t like the idea of the wall that divided the two Yamaha riders in 2008 will continue to stand in the 2009 season. Read more for clever responses by Valentino, and off-the-cuff Cold War references by myself.





