American Suzuki says it plans to spend an estimated $5 million in media advertising to market its new Boulevard line of cruiser motorcycles, an amount the manufacturer says will make the campaign its biggest in several years to support a new line.
The effort will aim to bolster branding by discontinuing individual model names, such as Intruder, Marauder and Savage, and replacing them with alphanumeric badges under the Boulevard umbrella, thus forming an easily recognizable family of cruisers.
The campaign, created by Colby & Partners of Santa Monica, Calif., will include print and TV advertising beckoning the consumer to “Choose your Boulevard.” The print campaign is set to run in motorcycle enthusiast magazines as single page ads and spreads, and in lifestyle books like Popular Mechanics. The TV spot will air on cable networks like the History Channel, Discovery, Fox Sports and ESPN.
Red Bull, KTM Plan for Dakar
Following a successful 2004 Dakar Rally campaign, KTM and Red Bull have announced that they are launching a three-year program with the goal of winning the grueling rally with an American team. The program is to be launched via an intense five-day rider search competition to be held near Death Valley from August 21-26, 2004.
The 2005 team will consist of three riders — Team Manager Scot Harden and two riders selected from the Rider Search Competition. “We invited sixteen of the best off-road racers in America today to tryout for the team,” Harden said. “Six have accepted the challenge. They are Chris Blais, Andy Grider, Jonah Street, Casey McCoy, Kellon Walch and Kenny Bartram.”
“Our plan is to develop the U.S. team through a rigorous selection and training process,” said Kurt Nicoll, KTM International Racing Manager. “We are serious about this effort. With the popularity and world wide exposure of the Dakar Rally, the presence of an American team will only further enhance its reputation.”
Once the team is chosen, training will include a 500-mile run in The Nevada Rally Experience, October 22-24, the first Rally event in the United States since 1995; a 1000-mile jaunt in November during the SCORE Tecate Baja 1000; and final pre-race testing in Tunisia sometime in December.
The panel of judges tapped to select the team following the Death Valley competition includes Scot Harden, Jimmy Lewis, Danny LaPorte, Malcolm Smith and Joe Barker. The Red Bull KTM Dakar Rider Search will be filmed for a special two hour documentary to be aired on OLN later this fall.
Triumph Sets Sales Records
Triumph Motorcycles (America) Ltd., Newnan, Ga., says new retail sales topped 1,000 units in July, marking the company’s fourth consecutive month of record breaking sales.
The 7,500 units sold during the 12 months ended July 30, also set a sales record for the Hinckley, UK, based motorcycle manufacturer.
Triumph expects this sales momentum to continue into the fall. With Rocket III deliveries still ramping up, company officials say they look forward to extending the company’s record-breaking sales pace through the end of the year.
Triumph Motorcycles (America) Ltd., is a wholly owned subsidiary of Triumph Motorcycles, Ltd., and services the Triumph dealer organization throughout the United States, Canada and Latin America.
Thousands of people from across the country are expected to convene on Copper Mountain, Colo., Aug. 27-29, 2004 for the second annual Suzuki CycleFest rally, an event including OEM displays, races, guided tours and a village full of powersports-related vendors.
Suzuki, Yamaha, Honda, Buell, Triumph, Kawasaki, BMW and Aprilia all are scheduled to attend and show new product. Also part of the festivities, the American Motorcyclist Association (AMA) also will hold its only double-header race of the Supermoto season, the Fay Myers Suzuki Supermoto Classic presented by McGraw Insurance with main events running Saturday and Sunday. The AMA race will take place on a specially designed track at the base of Copper in the Alpine Parking Lot and will feature top stars Jeremy McGrath, Mike Metzger, Kevin Schwantz and more.
Guided and self-guided group rides through the surrounding Rocky Mountains will be offered to visitors who bring their own motorcycles. Road rides will be reserved for sportbikes and cruisers, while dual sport motorcycles will go off-road and tackle some challenging mountain passes. Additionally, beginner motorcycle riders ages five to 14 will have an opportunity to learn the basics of bike handling under the guidance of the American Supercamp instructors on an enclosed track.
More information can be found at www.cyclefestco.com.
Green Joins Patriot
Mark Green has been appointed president of sales and marketing at Patriot Motorcycles Corp.
Green started his career with Champion Motorcycles, establishing it as one of the largest dealers in the country during his 10 years of service. In 1994, he moved to Bikers Dream for two years until accepting the position of national sales and marketing with Titan Motorcycle Company of America, a publicly held company based in Phoenix.
NICOLAS RODIL DEL VALLE DIES
FIM Honorary President Nicolas Rodil del Valle passed away July 22 in Valencia, Spain, at the age of 88. Rodil del Valle was elected FIM President at the Congress of Paris, in October 1965, as the successor of Dutchman Pieter Nortier. He was then re-elected for five more mandates, remaining President during 18 years until he decided to retire. psb
Copyright 2004 Powersports Business