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.
After teasing us with some sketches of the MINI Scooter E Concept before the Paris Motor Show, MINI has finally taken the wraps off its two-wheeled excursion. Showing a variety of flavors, MINI has tried to synthesize the unique elements of its automobile brand into scooter form with the MINI Scooter E Concept. Styling and features come straight from the cars, although they don’t share a common parts bin, while the general ethos remains: an individualistic, yet practical, form of transportation that has the urban commuter in mind.
The important part about the MINI Scooter E Concept though isn’t its fun styling or urban-hipster appeal, but instead the fact that OEM’s are coming out of their holes after weathering the recession’s storm, and getting serious about electrics and electric motorcycles. The fact that a small automobile manufacturer is considering an electric two-wheeled vehicle should send a message to the traditional motorcycle OEM’s and electric startups alike.
BMW subsidiary MINI is set to debut an electric scooter concept at the Paris Motor Show later this year in October. Dubbed the MINI E Scooter Concept, the bike will likely be shown along with MINI’s rumored electric car, or MINI E Concept, which has been testing in New York and Los Angeles. The pairing of electric cars with electric scooters is becoming the go-to strategy for the German automakers, as Mercedes-Benz is expected to unveil an electric scooter along with an all electric car at the Paris Motor Show, both under the company’s Smart brand.