Heads-up display (HUD) company NUVIZ just took a strategic investment from Pierer Industrie AG, the company behind KTM, Husqvarna, WP Suspension, and others. Today’s news is quite a catch for the San Diego based technology startup, and it bodes well for NUVIZ to bring its heads-up display technology to market. As such, NUVIZ hopes to have a heads-up display unit and connected rider system available in the first half of 2017. NUVIZ has raised roughly $9 million to date, via equity and debt, and our sources tell us that KTM’s purchase into the company has contributed to the lions’s share of that amount – upwards of $5 million, along with a seat on NUVIZ’s board of directors.
It is an exciting time for the Husqvarna brand, as it finds a new home within the KTM family. Reunited in a sense with Husaberg, the remnants of the motorcycle company when it left Sweden for Italy, Husky motorcycles are little more than rebadged Austrian machines at this point in time, though Stefan Pierer and his team would like to change that.
We have already seen Husqvarna return to the road with a supermoto model, in the Husqvarna FS 450, as well as the Husqvarna 701 street; and the company has also debuted two intriguing street concepts at the EIMCA motor show (based off the KTM 390 Duke), which may go into production.
Husqvarna seems determined to distinguish itself from KTM, and it is drawing heavily on its past and history for inspiration going forward. It should be interesting to see how the company evolves over the next few years.
It was nearly a month ago that we heard that Spanish firms Gas Gas and Ossa had merged their operations in order to take on the difficult economic climate in Spain. The firms’ business position should be even stronger now, as Gas Gas has acquired the IP from Moto Italia, the holding company of Husqvarna’s remains.
When KTM’s Stefan Pierer acquired Husqvarna through his Pierer Industrie AG company, he did not buy all of the once Swedish motorcycle brand from BMW Motorrad. What wasn’t transferred into the Austrian company’s control was left behind as a new company, Moto Italia, which now will find a new home in Spain with Gas Gas.
The future of Husqvarna is an interesting one to mull over right now as we gear-up for the EICMA show in Milan, Italy next week. Recently acquired by KTM’s Stefan Pierer, through is Pierer Industrie AG company, Husqvarna finds itself now merged into Husaberg, as KTM has consolidated its splintered dirt bike brands back into one cohesive effort.
That move alone in an interesting one, as Husqvarna had begun tackling the on-road world while still under the stewardship of BMW Motorrad — releasing models like the Husqvarna Nuda 900 and concepts like the Husqvarna Moab. The brand now seems destined to stay in the dirt though, but that isn’t keeping Husqvarna away from releasing prototypes and concepts at EICMA, as it seems to do every year.
Ever since Pierer Industrie AG bought Husqvarna from the BMW Group, there has been a great deal of speculation as to how the Italian-based Swedish-born brand would fit within the KTM empire. With zie Austrians needing another dirt bike marque like a hole in the head, it was curious to see KTM add a third off-road brand name to its stable of two-wheeled machines. Now, the next chapter of Husqvarna is set to unfold, with the announcement of a new company, Husqvarna Sportmotorcycle GmbH, which unsurprisingly will be based in Mattighofen, Austria and will build off the technology that Husaberg has developed, while using the more recognizable Husqvarna name.
Stefan Pierer’s acquisition of Husqvarna continues to baffle me. You will note I say Pierer, and not KTM, bought Husqvarna, since the Austrian CEO used Pierer Industrie AG in the transaction as a means to help side-step European antitrust issues. After all, we can’t have Europe’s largest dirt bike manufacturer, nay largest total motorcycle manufacturer, gobbling up even more brands in the two-wheeled world. But, I digress. Developing three road bikes (Husqvarna Nuda 900, Husqvarna Strada 650, & Husqvarna Terra 650), with three more concepts waiting in the wings (Husqvarna Moab, Husqvarna Baja, & Husqvarna E-G0), it is with even more confusion that we learn that Pierer & Co. intend to kill the Husqvarna Nuda project and its other street siblings.
Only a couple of months after Husqvarnaʼs sale by BMW to Austriaʼs Pierer Industries, the storied motocross brand is once again making headlines, unfortunately of the wrong sort. Reports from the La Provincia di Varese website, Varese News, as well as motorcycling’s GPOne are saying that the acquisition of Husqvarna has revealed significant problems with massive unsold inventory, labor, and the existing business plan. As of Monday the 22nd of April, Pierer Industries announced that the factory will be closed until further notice, and let go all of the 211 factory workers employed by Husqvarna. The only staff remaining are in the sales and marketing departments, about 30 people.
Calling it a “strategic realignment” for BMW Motorrad, the BMW Group has confirmed the rumors and sold Husqvarna Motorcycles to Pierer Industrie AG, the holding company of KTM CEO Stefan Pierer. Saying the parties would not disclose the terms or purchase price of the transaction, the press release from BMW Motorrad was surprisingly light on any actual information. Touting BMW’s commitment to urban mobility and electric vehicles, the German company will now focus solely on the BMW Motorrad brand. With reports saying that BMW Motorrad will not venture back into the dirt bike market, the company will maintain its on-road focus for the foreseeable future.