The Three Big Trends That We Saw at EICMA

The 2017 EICMA show has come and gone, and with it our glimpse at the new motorcycles that will arrive for the next model year, and beyond. EICMA week has always been my Super Bowl, as it culminates the year’s work, and also sets the tone for the upcoming riding season. Beyond just my limited world though, EICMA sets the trends and the expectations of the motorcycle industry. There is no trade show in our two-wheeled microcosm that has a larger influence than EICMA. So, while all the new models that we just saw are the week’s big headlines, it is really the trends and movements that will dictate the future of the motorcycle industry. For this round of the EICMA show, three major trends presented themselves in Milan, along with a few more notable occurrences.

ARCH Motorcycle’s Next Bike Won’t Be a Cruiser

ARCH Motorcycle is in Italy right now, and they just took the wraps off three bikes, one of which isn’t so much a cruiser, as it is a naked roadster model. Built using carbon fiber MonoCell chassis technology, a building technique usually reserved for ultra high-end sport cars and Formula 1 racing chassis, the ARCH Method143 features a potent 143ci (2,343) v-twin engine. Though, instead of the performance cruiser layout the company is better known for, the ARCH Method143 will have mid-body rearsets for the feet, and clip-on handlebars for the hands, making for a very sporty riding position. Backing up that notion is the use of Öhlins suspension, which includes a proprietary Öhlins FGRT series front fork with carbon fiber airfoil covers.

No One Seemed to Notice that the MV Agusta Dragster 800 RR Is New for the 2018 Model Year

We had to search high and low for information about the 2018 MV Agusta Dragster 800 RR – it doesn’t help that MV Agusta’s press site is offline right now – but it seems just about every news publication missed the fact that this attractive roadster got some serious changes for the 2018 model year. These unnoticed changes certainly are partially due to the fact that MV Agusta went without a press introduction at this year’s EICMA show, but it is also due to the company’s never-ending line of “bold new graphics” changes, one-off customs, and special livery designs, which only muddy the waters for when actual changes occur.

Kawasaki Ninja Z900RS Cafe Brings Modern to Retro

Kawasaki made an impression at this year’s Tokyo Motor Show, debuting the new Z900RS standard. The premise was simple there: take the potent Kawasaki Z900 street bike, and dress it in retro clothing. The effect was something that looked incredibly like the Kawasaki Zephyr of old, but with modern brakes, suspension, traction control, and even a slipper-assist clutch. Now we see that Team Green plans on already expanding the line, debuting today the 2018 Kawasaki Ninja Z900RS Cafe. Basically the Z900RS with a bikini fairing, this modern café racer should be a perfect fit for those riders that want an older looking motorcycle that doesn’t run like an older looking motorcycle. Mostly a visual exercise, the basic stats of the Z900RS Cafe don’t stray too far from the donor bike from whence it came.

Kawasaki Ninja ZX-10R SE Debuts with Track Goodies

For the 2018 model year, Kawasaki continues to develop its superbike package. As such, the 2018 Kawasaki Ninja ZX-10R SE brings some special new features, to earn those extra letters after its name. The big addition is the new Showa electronic suspension, which is the only semi-active suspension system on motorcycles that includes built-in stroke sensors. These stroke sensors are able to measure the movement of the fork and shock internals, allowing Showa’s suspension to measure and change its damping settings on the fly, as you ride. The Kawasaki Ninja ZX-10R SE also gets the forged aluminum wheels found on Kawasaki’s homologation-spec superbike, the Ninja ZX-10RR, which should help the Ninja ZX-10R SE feel more nimble on the race track, despite its 459 lbs wet weight.

So Many Photos of the New KTM 790 Duke to Drool Over

We are rapidly coming to the conclusion that the new KTM 790 Duke is the bike of this year’s EICMA show. Making a potent 105hp from its 799cc parallel-twin engine, packed into a 418 lbs (wet)steel trellis body, the 2018 KTM 790 Duke brings a host of features to the middleweight sport bike category. In typical KTM fashion, the 790 Duke left no angle behind in its high school honors geometry course, and the LED headlight builds upon the common design features that KTM has been putting together on its street-going machines. Not quite the vision that was the KTM 790 Duke prototype, the production model still evokes the same emotions, and is handsome in its own right – allaying our fears when seeing spy shots of the machine.

Mega Gallery: Husqvarna Vitpilen 701

We have had to wait two years to see it come into production, but the Husqvarna Vitpilen 701 will finally be available to motorcyclists in March 2018. As an added bonus, the street-going machine stays true to its concept design, which wowed the crowd at last year’s EICMA show. This year in Milan, the Husqvarna Vitpilen 701 is all the talk of EICMA, and while “Best in Show” at EICMA almost exclusively goes to an Italian marque, the real winners are surely coming from Austria, as both the Husqvarna Vitpilen 701 and KTM 790 Duke look like winners. A duality from Mattighofen, KTM and Husqvarna approach motorcycles from two opposite spectrums. KTM lives in the extreme, with an edgy focus on its “Ready to Race” mentality. Conversely, Husqvarna is subtle and sophisticated…maybe even understated.

Aprilia RSV4 Comes with Winglets for 2018, Yup…Winglets

The Aprilia Factory Works program has always been an impressive part of the Noale company’s lineup, and it offers the 250hp Aprilia RSV4 R FW-GP to any mere mortal who can afford such a thing. For those of us who have to work for a living, perhaps the Superstock version of the Aprilia RSV4 RF factory works bike is enough to suffice for our track and racing needs. It makes 215hp at the crank, is totally race legal, is hand-built by factory race technicians in Italy, and oh…IT COMES WITH WINGLETS. Aprilia prefers the term “aerodynamic appendages” in its press release, but we all know what they are talking about. Developed by Aprilia Racing as part of the Aprilia RS-GP MotoGP bike program, now you too can benefit from GP-level aerodynamics.

Officially Official: KTM 790 Adventure R Prototype

We were the first outlet to bring you photos of the KTM 790 Adventure R prototype, but now this 799cc trail-shredding machine is out in the wild, and we can share with you more specs, details, and higher resolution photos. The first point is the obvious, the KTM 790 Adventure R will not be a 2018 model, but instead will debut for the 2019 model year. It shares a parallel-twin engine with the KTM 790 Duke, which also debuted today at the EICMA show in Milan. The 105hp engine is a fully stressed part of the steel-tube chassis, which means there should be excellent weight savings for the 790 Adventure R. A full electronics suite is expected as well, with the 790 Duke already showing itself to be fully stocked against the competition.

Moto Guzzi V85 – A New Platform, A New Enduro

A quirky bike in its own right, the Moto Guzzi Stelvio had a strange cult following behind its bulky adventure-touring frame. As such, it was missed when it disappeared from Moto Guzzi’s lineup. Well, now it’s back…sort of. The following is what’s being called the Moto Guzzi V85 concept. It’s a loud enduro model that picks up where the Stelvio left off, and it also boasts a new 850cc engine platform from the Italian brand, which with its 80hp, will sit between the V7/V9 family of bikes, and the big 1400 cruisers. Strangely, Moto Guzzi isn’t sharing too many details about the new V85 concept, though we know that it will have a fully digital dash, as well as LED daytime running lights.

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.

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For being a motorcycle mega-brand in his own right, Valentino Rossi has been slow to adapt to this crazy new thing called the internet. A series of tubes, the internet has been a remarkable breakthrough on a variety of levels, changing the paradigm of how we eat, sleep, and waste our lunch breaks at work. Helping teenage girls gossip about their latest crushes, aiding in the massive distribution of pornography to middle-aged men who hide in their basements from their wives and children, and allowing no-talent journalistic hacks to masquerade around as proper motorcycle journalists, there is literally no telling how the internet will change our lives next, and what industries it will turn on their head.

Well get ready for another shockwave ladies and gentlemen, as the G.O.A.T. himself, Valentino Rossi, has hopped on this interweb bandwagon with full 0 & 1 force, first by finally creating his own official website, and now by signing up for a thing called Twitter. Tweeting, twatting, twittering so far in only Italian, Rossi was one of the last hold-outs of MotoGP riders to embrace the micro-blogging service (Randy de Puniet just got on Twitter this week too we might add. Thanks Lauren). Rossi’s move is sure to create a stir with the VR46 crowd, as his legion of fans can now take time out from their busy days of lathering neon yellow paint all of their bodies, and hang onto every one of Rossi’s 140 character messages.

So far, Rossi has tweeted about go-karting, his injured finger, and traveling to Melbourne. We wait with bated breath to see what photo the nine-time World Champion first tweets from his account. Bellissima.

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The Business Case for the Husqvarna Nuda

09/20/2011 @ 2:56 pm, by Jensen Beeler7 COMMENTS

Not too different of an analysis from the one I did regarding the Ducati Diavel, the business case surrounding the Husqvarna Nuda is all about extending brand attributes, reaching new demographics, and putting more volume into sales figures. While I will reserve judgment on what the Nuda 900 is as a motorcycle for when A&R actually gets a chance to swing a leg over one, the positioning and reasoning behind Husqvarna’s first true-blooded street bike can be analyzed by us before the Nuda hits dealership floors early next year.

A Swedish brand based in Italy and owned by German company, there can be little wonder as to why Husqvarna suffers from an identity crisis. When the small, but eclectic, dirt bike manufacturer was brought into the folds of BMW, many loyal to the Husqvarna brand wondered and were concerned about what was in store for the company.

If brand loyalists were waiting for the first shoe to drop, then surely the release of the Husqvarna Nuda 900 & 900R is that moment. A departure from a history of motorcycles that like to get grime under their fingernails, the Nuda 900 represents Husqvarna’s attempt at a pure-street offering — a move both Husqvarna and BMW hope will pave the way for more street models, and thus more sales volume. The positioning and branding of the Nuda 900 is also especially interesting, as adding a street dimension to the Husqvarna name is certainly a new dynamic to the brand, but how to do so with parent company BMW looking over one’s shoulder is another affair all together.

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I’m Ducati Superbike 1199 Superquadrata, Bitch.

08/05/2011 @ 5:35 pm, by Jensen Beeler4 COMMENTS

The tale that Facebook CEO Mark Zuckerberg’s business card at one point read “I’m CEO, Bitch” is in fact true. Perhaps tired of dealing with investors and businessmen that didn’t take him seriously, or perhaps the young entrepreneur faced a tough time telling industry specialists twice or three times his age how the world was about to change, ol’Zuck was surely responding to the titles others had placed on him. Enervated at hearing phrases like “that kid” or “the Harvard dropout”, Zuckerberg’s “I’m CEO, Bitch” business card was not only about the young CEO having an equal seat at the table, but also about his personal brand, and reminded whomever held the card that were talking to the creator of one of most popular websites ever on the internet.

If we can stretch that metaphor a bit further, the new Ducati Superbike has its own identity crisis in the eyes of the public. Like the Ducati Vyper and Ducati Cayenne that came before it, we were first introduced to Ducati’s new flagship with its internal name: Xtreme. Whether out of the desire to drive webpage hits by creating controversy, or just actually being that gullible/naive about the story, mainstream outlets began using the nomenclature as if the Bologna brand had adopted product names that tugged on a common heart strings from the Twilight faithful.

Cleverly deciphering Ducati’s secret model numbering scheme, more educated publications latched onto the more likely Superbike 1199 verbiage. There was over course precedent for this +1 trend, after watching the Superbike 998 become the 999. Knowing that Ducati would be releasing a ridiculously over-square v-twin motor with the new Superbike, we also learned early on that the new power plant would be known as the Superquadrata, which sounds far more clever in Italian than its translated English. With all these different names being banded about for the same machine, we wanted to definitely put the business card wars to bed, and say conclusively that the new flagship from Bologna will be called the Ducati Superbike 1199 Superquadrata.

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Brand Confusion? Brand Reversion by Graham Smith

07/19/2011 @ 4:15 pm, by Jensen Beeler8 COMMENTS

Artist Graham Smith is helping play with our brand awareness today, as the British graphic designer has done up several companies’ logos with the name of another (usually a competitor). The effect is an interesting one, as your mind tries to sort out the shapes it recognizes with the name it actually sees, much like the Stroop Effect in psychology studies – an interesting phenomena where names of colors were shown in a font whose color was different than the name. When subjects were asked to say out loud the color used for the font, it often resulted in the tendency to want to say word shown instead. We had the same effect looking at Smith’s work, making this an interesting take on logo design and a bit of fun psychology all wrapped-up into one. Examples after the jump.

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Finally finding a purchaser at its second auction, Moto Morini has seemingly been given a new lease on life after finding a pair of investors willing to back the Italian brand. Buying the company’s assets, but not the property where it resides, entrepreneurs Sandro Capotosti and Ruggeromassimo Jannuzzelli paid €1.96 million for the Moto Morini name, IP, and other proprietary assets.

With both investors saying they have an emotional tie to Moto Morini motorcycles, they also both come with some serious business acumen. For instance, Capotosti is the former chairman of the Banca Profilo and Jannuzzelli was the former VP and Group CEO of Camuzzi, an Italian energy group.

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Before yesterday afternoon, I had a hard time getting excited about Polaris. I think they make snowmobiles…but I’m not sure. This is how engaged with their brands I was, but of course this has all changed with the news that Polaris Industries, Inc. has acquired Indian Motorcycle for still undisclosed terms. Covering the business strategy side of motorcycling for the past two and a half years, I can tell you that there are few moves or decisions that strike me as truly inspired, but that events of the past 24 hours are surly Mensa-worthy.

Before I can talk about Polaris and Indian, I have to talk about another motorcycle company: Harley-Davidson. Kingdoms are fated to topple, but looking at Harley-Davdion and its dominance in the American motorcycle scene, let alone in popular culture, the legacy of the Milwaukee company seems assured to endure the test of time. So many companies have tried to be the next Harley, and all of their failures reinforce that concept that no company does “Harley” better than Harley-Davidson. Virtually creating the the legacy cruiser segment, and Harley-Davidson’s success in this regard is also the double-edged sword that is slowly prostrating the Milwaukee brand.

If I had to give one piece of advice to a company wanting to compete with Harley-Davidson, it would be real simple: don’t. Seemingly at the risk of painting itself into a corner, Harley-Davidson has refined its marketing message so thoroughly that it has honed in on a particular type of rider, and exhibits such a distinct persona of motorcycling that the company’s identity has found itself heading full-speed down a one-way street of branding. Thus the low-hanging fruit of competing with Harley-Davidson is to go after the brand where it cannot go.

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If you had told me a few years ago that Ducati would build a cruiser-segment motorcycle, I probably would have called you a couple cylinders short of a v-twin. Up until recently, mentioning the thought of the Bologna brand chasing after Harley-Davidson riders would have invited fisticuffs in most Italian motorcycle cafés. And even despite the launch of the Ducati Diavel, you can start a heated debate among loyal Ducatisti by bringing up Italy’s latest power cruiser.

Make no mistake, the 2011 Ducati Diavel is a controversial motorcycle…and that’s putting things lightly (at worst it’s a complete dilution of the Ducati brand). If the Diavel is Ducati’s deal with the Devil, then let me play the Devil’s advocate for a moment, and put forth the business case about why this motorcycle had to be built, and what it means to the Ducati brand — minus the pandering to the Ducati faithful.

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Pierre Terblanche Leaves Piaggio for Norton

01/13/2011 @ 9:37 pm, by Jensen Beeler18 COMMENTS

While Norton Motorcycles finds itself currently in the middle of a relaunch period, having recently resurrected the brand at its Donington Park headquarters, being widely rumored to contend in MotoGP for the 2012 season, and just a month ago announcing that it would return to the North American motorcycle market, more changes seem in store for the historic British company. Announced today was the surprise move that sees famed South African motorcycle designer Pierre Terblanche moving from Piaggio, where he was working on revamping the Moto Guzzi line, to Norton Motorcycles.

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Interbrand, the leader in brand consultancy, ranks the Top 100 brands each year according to their brand value, with brands like Google, Coca-Cola, and McDonalds usually taking the top honors. Interbrand’s method looks at the ongoing investment and management of the brand as a business asset, and then assigns a dollar value to that asset.

In motorcycling no brand is worth more than the Bar & Shield of Harley-Davidson, and the Milwaukee-based company is an Interbrand 100 regular. Dropping nearly 24% of its brand value this year (the most out of all the Interbrand 100 companies), Harley-Davidson fell from 76th on 2009 rankings to 98th in 2010, losing over a billion dollars in brand value in the process.

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