Another taste of what is to come at EICMA, Rieju has announced that they will be launching the RS3, a replacement for their RS2 50cc-125cc displacement sportbikes, at the EICMA 2009 International Motorcycle Show in Milan on November 9th. Designed in conjunction with ArianeTech Ingeniería and Xenophya Design, this little sportbike is sure to turn a few heads…unfortunately, just not in America. 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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Mac Motorcycles is entering into the fray as Britain’s latest motorcycle manufacturer. With a cafe-racer/chopper design, Mac is planning to have 4 models: the Spud, Ruby, Peashooter, and Roarer. All four bikes will be lightweight street cruisers, with no plastic, and nothing you don’t need except to just ride for the hell of riding.

According to Mark Wells, Senior Partner at Xenophya Design, the goal of the EV-0RR was to create an evocative and exciting concept that would inspire sponsors to buy into the electric sportbike concept. The electric bike is slated to compete in the Time Trial Extreme Grand Prix being hosted at the Isle of Man on the 12th of June this year. The EV-0 RR features a monocoque chassis, supported by its carbon-fiber fairings, a single-sided front and rear suspension, and twin electric motors. The engineers behind the EV-0RR claim it will have the power, weight, and speed of a 600cc sportsbike, which makes this a serious electric replacement to the standard gasoline-powered sportbike.




