The High Fives Heard in Milwaukee

There were high fives heard all over Milwaukee last week. Reading the headlines and stories that came from Harley-Davidson’s Mega Monday announcement, one could only conclude that the American icon was back. They did it. They were showing signs of life again. Boomshackalacka. No one saw an adventure-touring bike with knobby tires coming from the Bar & Shield brand, and the idea of a sport bike from Harley-Davidson seemed inconceivable just over a week ago as well. Milwaukee even impressed with its more “core” offerings, with the Harley-Davidson Custom being perhaps the first cruiser we would want sitting in our garage. It looks gorgeous, and is just sporty and modern enough to be “a real motorcycle” in our eyes…we think.

Ducati’s Project 1309 Reveals a New Diavel Coming

We didn’t hear too much about “Project 1309” from World Ducati Week 2018, which is surprising considering what the past has shown us about Ducati’s secret reveals, but the Bologna brand was once again giving a teaser to fans in Misano. In the past, World Ducati Week has been the place where Ducati showed us the first Scrambler model, and last year the event debuted the return of the Ducati SuperSport. This year, it is another new bike. A new Diavel, to be precise. Set to compliment the current XDiavel model, the new Diavel features the same 1,262cc DVT engine with variable valve timing, but puts it into the more sport Diavel riding platform. This means tucked in feet on rearsets, rather than the XDiavel’s foot-forward controls.

VW CEO Outlines Two Possible Futures for Ducati

The Clash’s hit song “Should I Stay, Or Should I Go” might perhaps perfectly fit the business situation for Ducati, within its parent company, Volkswagen AG. The Italian motorcycle brand’s status in the German conglomerate has for the past few years been held on a tenuous string. Rumor about its divestiture, its selling to another company, are constantly dogging the iconic brand. Talking to Bloomberg TV after Volkswagen’s quarterly earnings report, VW CEO Herbert Diess explained that there are two paths forward for Ducati, and one of them includes selling Ducati to the highest bidder. “We have to look which is the best ownership for Ducati,” said Diess to Bloomberg.

KTM’s Counter-Rotating MotoGP Engine Debuts at Brno

Ever since Jerez, when the Red Bull KTM Factory Racing Team debuted a new engine with a counter-rotating crankshaft, fans and journalists have been asking when factory riders Pol Espargaro and Bradley Smith would be able to use the new engine on a race weekend. KTM test rider Mika Kallio had been very positive about the engine during the Jerez weekend, and Smith and Espargaro had spoken in glowing terms about it after the Jerez test. KTM’s response was always that it would not be ready until at least after the summer break. Reversing the direction of crankshaft rotation is not as simple as sticking an intermediate gear between the crank and the clutch, to allow the crank to spin in the opposite direction while maintaining forward thrust.

Retro Livery Pops on the Suzuki GSX-R1000R Superbike

We are big fans of the creations that Team Classic Suzuki has been churning out. Stop what you’re doing right now, look at this Katana race bike, and try to disagree with our enthusiasm. It cannot be done. Taking their touch to the current Suzuki GSX-R1000R superbike, we see what this tire-shredder would look like in a retro-mod livery that is inspired by the bodywork found on the original GSX-R750. So far it sounds like the bike is a one-off, done by our friends across the pond, but we think Suzuki should seriously consider some throwback paint schemes in its lineup. Until then, items of note include a number of tasty Giles-made bits, straight from the Suzuki performance catalog, otherwise the bike shown here is pretty much stock.

BMW Plans To Launch Nine New Motorcycles

It might be still be summer, but our eyes are looking ahead to the new bike season in the fall and winter, where the major motorcycle manufacturers will debut their new motorcycles for the future. The big trade shows to watch are INTERMOT and EICMA, as these have traditionally been the venues of choice for new model unveils, prototype teasers, and concept debuts. One brand that is certainly going to be showing us some new motorcycles is BMW Motorrad, with the German company saying that it plans to launch nine new models in 2018. What those nine models will be is up for conjecture, though we have some good ideas, and some bad ideas, on what they could be. Let’s take a look.

Up-Close with the 2018 Yoshimura Suzuki GSX-R1000R Suzuka 8-Hours Race Bike

In all our coverage of the 2018 Suzuka 8-Hours endurance race, the name Suzuki has woefully not been in much of the conversation. This isn’t to say that the brand from Hamamatsu wasn’t present at this prestigious event, but its level of involvement and readiness certainly wasn’t on par with the other three Japanese brands. Fielding the Yoshimura Suzuki factory-backed team yet again, this year saw a big milestone take place, as Suzuki’s endurance efforts are now being conducted on the current-generation superbike. This has caused some issues in the paddock, most notably in the Suzuki Endurance Racing Team (SERT), which is Suzuki’s factory-backed team in the FIM World Endurance Championship.

Up-Close with the Kawasaki Team Green Suzuka Bike

The race-winner that could have been. Kawasaki Team Green was the Suzuka 8-Hours favorite coming out of Saturday’s Top 10 qualifying session, and the factory-backed Kawasaki team traded corners with Yamaha during the opening laps of Sunday’s endurance race. What looked like an upset in the making, turned out to be a fizzle, largely because of a poor fueling and pit stop strategy, which saw Jonathan Rea first run out of gas, and then stay out on slicks during a rain storm. As he tumbled down the asphalt, you have to wonder if the World Superbike champion saw his Suzuka fortunes tumbling with him.

Up-Close with the Suzuka-Winning Yamaha YZF-R1

This is it. This is the biggest, baddest, meanest superbike on the Suzuka 8-Hours grid. Setting the high-water mark in Japan FOUR YEARS IN A ROW now, the Yamaha YZF-R1 from the Yamaha Factory Racing Team is the pinnacle of the sport. And while the Yamaha YZF-R1 is a motorcycle that you can pick up at any dealership in the United States (so long as it isn’t for a Superbike Deathmatch), the machine on the Suzuka Circuit this past weekend is anything but ordinary. I sent our man Steve English down to the pits to get some shots of this mysterious machine, and the Japanese team was being “very Japanese” about letting us taking photos, as Steve puts it. That didn’t stop us from getting some photos though. Go ahead, go get a towel before you continue further. We’ll wait.

Harley-Davidson Outlines Its Future Electric Lineup

The biggest announcement from Harley-Davidson today wasn’t its adventure-touring motorcycle (though it looks interesting), and it wasn’t its new Streetfighter or Custom models either (one of these I like, the other not so much). The big news wasn’t the Livewire getting closer to production, though that is close to the mark, and where this story is ultimately headed. All of these announcement would have been worthy of their own day in the press cycle, but the real news from the Bar & Shield brand is a look at Harley-Davidson’s upcoming electric lineup, which is coming across as very robust, and shows a decisive plan for the future. I never thought I would see the day, but here it is. Harley-Davidson is going electric, in a big way.

A New Logo for Zero Motorcycles…And What Else?

06/04/2018 @ 12:53 pm, by Jensen BeelerADD COMMENTS

“I ride a Zero” or “my bike is Zero” always seemed like rather negative byproducts of the Zero Motorcycles’ brand to me. Generally speaking, a company should avoid associating their product as being zero or nothing.

Of course, the name is a cue to Zero Motorcycles emission-free motorcycles, using “Zero” as a call to action for those with a green agenda.

This always bothered me too though, since the market for environmentally conscious motorcyclists is incredibly small (at least when it comes to the ones that vote with their wallets), and the production of electricity in the United States isn’t exactly carbon-neutral, but I digress.

Secretly, I have always hoped that Zero would change its name. It would be a single step in a process that would require many, but it would be the bold first step.

The rules for such a drastic change are pretty hard and fast though – with the biggest caveat being that you don’t change a brand unless it is going to affect your bottom line.

This usually means that a company uses a rebranding to define a crack in time – a point where they either compartmentalize the mistakes of the past into the “old brand” while the “new brand” promises a new hope. You also see new logos when a company pivots in a new direction.

Unfortunately for Zero, neither of these examples seem to be the case, and that’s the rub. For Zero, I think you can make a pretty strong argument that the American electric motorcycle marque has its fair share of radioactivity.

Most of Zero’s baggage comes from its early days though, when the product was dreadful, the management team looked like a game of musical chairs, and the business decisions (especially on how to build a dealer network and support staff) were dodgy at best.

Crappy bikes, upset owners, and dealers with burned bridges… Yes, changing the Zero name could do wonders for the Californian company’s bottom line. So, let’s consider today’s news the Diet Coke version of that strategy, as Zero Motorcycles is sporting a new logo.

Continue Reading

The Chrysanthemum and the Sword

12/22/2011 @ 9:11 pm, by Jensen Beeler105 COMMENTS

Talking to a colleague the other day, we came to a frank discussion about how the European motorcycle brands weathered the recession better when compared to their Japanese counterparts.

While there are many factors at play in this statement, there is at least a component of truth to the idea that strong brand integration helped spur the Europeans into setting record months, quarters, and years during a global economic downturn, while companies like Honda, Kawasaki, Suzuki, and Yamaha saw their businesses virtually collapse.

It is not that the Japanese manufacturers don’t have strong brands, it is just that their brands stand for something fundamentally different from those being forged by the Europeans.

While companies like Ducati, KTM, and Triumph are building entire communities and lifestyles around their motorcycles (hat tip to Harley-Davidson for showing them how), the Japanese continue to hang their hats on the attributes of their products.

Well-engineered, bulletproof, and relatively cheap, Japanese motorcycles tick all the right boxes when one is objectively measuring a motorcycle, but they are sufficiently lacking when it comes to creating lasting ties to their owners.

Continue Reading