Tag

Popular

Browsing

Audi AG has released its 2012 Interim Financial Report, and in it the German automaker has released some interesting details about its acquisition of Ducati Motor Holding. Confirming our report that the Audi Group has bought 100% of Ducati’s shares, Audi however discloses that it paid much less for the Italian motorcycle brand than was previously reported.

Disclosing a buying price of €747 million ($980 million at the exchange rate at the time of sale), perhaps the most interesting news in Audi’s report is that Ducati was actually bought by Lamborghini, making Ducati a subsidiary of the boutique Italian car-maker. This news would explain Ducati CEO Gabriele del Torchio’s appointment to the Lamborghini Board of Directors earlier last month.

The concept that motorcyclists define themselves by the motorcycles that they ride seems like a fairly obvious notion to us, but you wouldn’t know it by most of the advertisements you currently see in the motorcycle industry. Some brands get the whole lifestyle approach to motorcycle marketing, with Harley-Davidson & Ducati being the two prime examples in the industry of how a motorcycle brand can mean more than just traveling from Point A to Point B.

An integral component to demand generation, the business side of this kind of branding is where marketing becomes less objective and more subjective. To be frank, the reason we have a scarcity of good ad campaigns in the motorcycle industry is because few motorcycle companies are a) willing to recognize the importance of lifestyle branding (for some, it’s a four-letter word), b) willing to acknowledge the craftsmanship that is involved with that kind of marketing campaign (or worse, recognize it if they saw it), and c) are willing to pay for marketing managers with that skill set (they aren’t cheap).

Unsurprisingly, the brands that do see the value in running these kind of campaigns are seeing it payoff in dividends. Have you heard of Russian sidecar maker Ural? How about MV Agusta? Yeah, we thought so. But yet, here are two companies that continually struggle to reach five-digit unit volume figures, yet have a cult following of owners and non-owners alike. I’ve waxed on about how larger OEMs like Honda need to create a more personal link with their product to consumers, so I won’t get into it again.

Instead, after jump find a small selection of Royal Enfield ads from the company’s Tripping campaign. Someone should have checked the international usage of the slogan “tripping ever since” — but that oversight aside, it is a pretty flawlessly executed demand generation campaign. Enjoy, and thanks for the tip ??!

Just one more week, and the biggest open piece of MotoGP’s puzzle should be slotted into place. On Saturday night, Valentino Rossi met with Ducati CEO Gabriele Del Torchio, to discuss the details of the offer Ducati have for Rossi, and on Sunday morning, Del Torchio told French journalist Michel Turco that he expected to know Rossi’s answer within the next seven days. The money from Ducati is generous, some 17 million euros a season (this figure has since been denied by Rossi — Ed.), if the rumors are to be believed, but the money will not be the important part of the deal.

The biggest item will be what help Ducati will get from Audi, and whether the rate of progress at Borgo Panigale can be ramped up to start rolling out updates faster, and start to change some of the things which Rossi and Burgess believe are vital before the bike can even begin to become competitive. Ducati is not Rossi’s only option, of course.

The second seat at the Factory Yamaha team awaits, though that ride is not so richly rewarded, financially at least. The offer from Yamaha is rumored to be around the 3-4 million euro mark, a pay cut Rossi may be willing to take if it leaves him capable of winning and challenging for championships again. But here, too, conditions will be key: Rossi will return as the #2 rider, Lorenzo already having clinched a two-year deal with the factory, and Yamaha having made it clear to Rossi that they saw Lorenzo as the future back in 2010, which caused Rossi to pick-up sticks and go to Ducati.

Even worse, though, Rossi may have to return alone; his crew will not automatically be rehired by Yamaha, the cost of flying them around the world being a major cost factor in the equation. What’s more, Rossi will have to bring sponsorship to the table, much more than just the amount needed to cover his salary.

We teased you with the BMW HP4 last week, and now the Bavarians have made their tuned-S1000RR officially official. Starting with the top-selling superbike from the German company, BMW has taken the S1000RR and made it the track weapon of choice. The lightest four-cylinder superstock bike on the market at 373 lbs dry (with ABS), the BMW HP4 is also the first motorcycle to get BMW’s Dynamic Damping Control (DDC), a computer controlled semi-active suspension system.

Getting a number of improvements over the S1000RR, the BMW HP4 maintains the same 193hp peak horsepower figure, but gets a boost from more mid-range torque. As we said, the BMW HP4 is also more svelte than its predecessor, as it sits at 439 lbs / 199 kg at the curb with the fuel tank 90% full — a full 13 lbs lighter when wet, and 26 lbs lighter when dry. Other changes include a revised traction control system, launch control, quick-shifter, and a 200/55 ZR 17 rear-tire size.

LCR Honda and team rider Stefan Bradl are in town early this week, doing a little promo work for US GP title sponsor Red Bull. Before heading down to Laguna Seca tomorrow (a track Bradl already scouted out with a local track day earlier this year), Bradl was in San Francisco yesterday, popping wheelies on Treasure Island and trying not to crash while going down Lombard Street (any SF motorcyclist could have told you the treachery of the iconic San Franciscan street).

MotoGP.com’s video of the event might be a little less than inspiring, but let us all just be thankful that the folks are Dorna actually made one of their YouTube videos web-embeddable for a change. Meanwhile, the photos from Red Bull are quite a treat. 23 of them await you after the jump.

World Superbike’s next stop is Silverstone, and BMW Motorrad’s resident Brit was willing enough to bear all to help promote WSBK’s stop at his home round. Stripping his leathers down to his waist, Leon Haslam got his torso and arms painted by by double World Body Painting Champion Carolyn Roper. Taking three hours to complete the effect, Roper’s work is pretty phenomenal, as was Leon’s patience.

“It was frustrating having to stand in one place for three hours and not see what was going on, but I couldn’t believe it when Carolyn had finished applying the paint and I was finally allowed to look in the mirror,” said Haslam. “The body paint was unbelievably realistic and the attention to detail, right down to the sponsors’ badges, was incredible. Carolyn is amazingly talented.”

Check after the jump for the superb photos by the UK’s renowned photographer Gary Prior, along with a time-lapse video of the whole process. Don’t worry ladies, we have embedded the full-resolution photos in the post, while the “smaller” 2000px photos are in the gallery.

The view from pit lane into Ben Spies’ garage has been fairly grim in 2012, and today’s announcement that Ben is leaving the factory Yamaha team at the end of the season sheds some new light on this gloomy situation. If you have watched Ben since his AMA days, where he learned from, and then triumphed over, the formidable Mat Mladin, you may not have been surprised by Spies’ rookie season WSBK Championship, or his success at Tech 3 when he entered MotoGP, or his being the first non-alien to win a dry race since the Rossi-Lorenzo-Pedrosa-Stoner lockout. His move to Rossi’s spot alongside Lorenzo made perfect sense, as did Ben’s good results last season.

Surely after a season of adjustment, in 2012 he would repeat his success at Assen, by adding more wins and taking his rightful place among the elite riders. His difficulties in 2012 could be chalked up to the pressure of being at the very top for the first time in his career. Or could they?

In a surprise announcement ahead of the US GP at Laguna Seca, Ben Spies has announced that he intends to leave Yamaha at the end of the 2012 MotoGP Championship season. Revealing the news in an email to Superbikeplanet, Spies chose his words carefully, though the Texan hints at a rift between himself and the Yamaha Racing MotoGP team as being part of the reason for his departure.

Certain to be bombarded with questions during Thursday’s pre-race media scrums, Spies is likely to shed more light on the actual situation, and his plans for the future, at the start of the Laguna Seca round. Until then, read his statement after the jump, and let the conjecture, double-reading, and wishful thinking begin.

It has been an intense week or so for speculation about the next and biggest cog in MotoGP’s Silly Season merry-go-round. The question of Valentino Rossi’s future has filled the media, with multiple, and sometimes conflicting, stories appearing in the international press. So, that Rossi should dominate the headlines is logical.

After all, with Casey Stoner retiring, and the futures of Jorge Lorenzo, Dani Pedrosa and Marc Marquez all settled, Rossi’s decision will determine not just where he lands, but also to a massive degree it will determine who will fill the rest of the seats in MotoGP next year.

Rossi’s choice is fairly straightforward: he can elect to stay at Ducati and hope that Filippo Preziosi can soon provide him with a competitive bike; he can take up the offer he is believed to have from Yamaha to join the factory team; or he can accept a ride with a satellite Honda team aboard a full-factory RC213V.

During his daily briefing with the press at each race weekend, Rossi has suggested that his primary focus is to stay with Ducati and make the Desmosedici competitive. Yet all of the news stories in the past 10 days have been suggesting that Rossi is close to signing a deal with Yamaha, with the sponsors backing the deal varying depending on the source.

So what is the truth? Just where will Valentino Rossi end up next season? Is it possible to make any sense of the rumors and conjecture that surround the future of the nine-times World Champion? Let us examine each possibility, and see what we can piece together.

After tweaking the BMW S1000RR for the 2012 model year, it is likely that the liter-bike King will remain relatively unchanged for another year. Though according to SoyMotero, BMW is set to milk the current iteration for bit more value with a more premium model. Teasing out the 2013 BMW S1000RR HP4, zie Germans have finally gotten around to doing some “High Performance” treatment to their only true sport bike. Leaving things relatively unchanged underneath the fairings, the Bavarians have some big changes for the BMW S1000RR HP4, part of which is 20 lbs in less mass.

The big weight savings seem to come from the exhaust system and the addition of forged aluminum wheels. Other changes include revised bodywork, a solo seat, launch control, updated traction control, and wait for it…BMW’s Dynamic Damping Control (DDC), which as far as we know is the first application of computer-controlled active electronic suspension in the motorcycle market. No prices yet, though we would expect a hefty price tag to be announced when the BMW S1000RR HP4 officially breaks cover later this year during the Intermot or EICMA shows.

It has just been announced that Erik Buell Racing has received $20 million in funding from foreign investors. A part of the federal government’s EB-5 program, the deal was brokered by FirstPathway Partners, a company that specializes in facilitating the funding of companies through wealthy individuals that are abroad. The announcement is a boon for EBR, as the company has struggled for financing since it began operations after the closing of Buell Motorcycles by Harley-Davidson.

The $20 million in funding will go towards building more affordable models, says the Milwaukee-based company. In turn, this news means that Erik Buell Racing will need to bring on more staff, and expand its facility for production at a greater volume (54,000 square feet says Buell). Erik Buell Racing hopes to start selling $20,000 street bikes once it gets its business in order for larger volume, with the expectation being that those models will be similar to the EBR 1190RS, though without such high-spec components.