Feb. 11, 2008 – Ridley expands offerings, warranty coverage
By DAN KOUBA
CONTRIBUTING WRITER
What started out as a fun, backyard mini-bike experiment and one-off decorative art projects for celebrities has grown into a company with 40 employees and 65 dealers throughout the United States.
That’s Oklahoma City, Okla.-based Ridley Motorcycles, the only U.S. OEM with a lineup comprised of automatic transmission motorcycles and trikes. Founded in 1995, and incorporated in 1997, the company is continually expanding its offerings, technologies and of late, its warranty coverage.
The manufacturer recently ventured into Canada and has plans to sell in Europe and Japan where tight riding situations and a familiarity of automatics is commonplace. For 2008, Ridley’s base model-pricing ranges from just under $14,000 to nearly $29,000, each powered by a 750cc V-twin and covered by a 25-month warranty with optional extended coverage.
Jay Ridley, the company’s vice president and co-founder, says the intent of the company was never to be a large volume OEM. Instead, they wanted to sell a full-sized product that could be ridden daily by men and women of all abilities, and that each model is purposely overbuilt.
“Our intention has always been to be a unique, high-end product, not necessarily volume,” Ridley said. “In the beginning we accidentally had a feature people liked: the automatic transmission. Women liked it because it was low and light, but the connoisseur said it was too small, so we went back to the drawing boards. We’ve been trying to prove ourselves as a manufacturer since day one.”
The company recently had its first dealer network gathering to solicit feedback, showcase current models and to inform sellers of the company’s future plans.
“We’ve developed a lot of technology we haven’t even shown yet,” Ridley said.
He says the gathering was critical in proving to dealers that the company is serious about providing a viable and quality option to riders, and also because the reality of the business prevents the company from retailing each model to every dealer.
The gathering was also an opportunity for the company to, for the lack of a better word, “reassure” dealers they are selling a quality motorcycle and trike. The company also increased its warranty based on dealer feedback in hopes of getting word out and in the end helping buyers feel better about their purchase. In addition to the 25-month warranty, there is a 24-month extension available.
“If you ask the dealer about (Ridley’s) warranty work, it’ll shock you,” he said. “We build it right the first time. We try really hard to make them work out of the box. Of course I’m not saying there’s never been a problem,” he said, “but they’re fixed right away.”
The centerpiece of the company is the automatic transmission. Ridley states the company has “tons and tons of ideas on the drawing boards” that, unlike many brainstorming ideas that never see the light of day, are actually hitting the streets, one of which is the new trike.
“What people are missing on this automatic idea is that it’s not a conventional automatic,” he said. “It’s not the big power-draining automatic.”
Ridley likened it to riding a slingshot. “Give it gas, and it goes fast and quickly. We haven’t been in our business for as long as we have because our bikes are slow or not built right.”
Another selling point Ridley feels is important in not only attracting first-time buyers but maintaining current buyers is the option to retrofit older models up to current spec. For 2008 there is a parking brake, and it too can be applied to a motorcycle several years old. Ridley says this is very important because each customer was convinced their bike or trike was the product to buy, and the company is committed to helping bring current riders the latest and greatest without making them feel like they have to trade up to a new model. It’s part of the plan to help build the company into a mainstream brand, says Ridley.
Another part of the plan to go mainstream was the company’s sponsorship of a NASCAR driver, a big investment that Ridley says, in hindsight, was a very expensive learning experience.
“In 2006 we were approached about sponsorship in NASCAR,” something Ridley light-heartedly described as a “huge step to throw money at something and see what would stick.”
“Was it the best use of marketing dollars? I’m not sure, but it was a good use. As for marketing, when you’re trying to introduce a new product, I’d say the NASCAR market is pretty tough. For (potential Ridley buyers) I have to have them retain the info on a car that is going 200 mph on a track and hope they go into a store. For us to maximize that kind of opportunity would require us to spend a lot more money than we did.”
Ridley says the state of mind at a car race was the most difficult to overcome. “They (potential buyers) were thinking about NASCAR and not two wheeling,” he said.
Described as a positive experience, the sponsorship was called off when the driver was hired by a team with more available resources. Asked if another car racing sponsorship is in the company’s future, Ridley laughs.
“If we had lots and lots of extra marketing dollars, no question,” he said. “But we’ve found ways (for the marketing dollars) to be more effective for us in our current state.”
Having learned what works and what doesn’t, Ridley is confident the new buzz in trikes will be a big step. The company feels the product has been recognized strongly by the mass market in the past year because riders want something that looks and sounds good yet is even simpler than an automatic. Seeing how many consumers were converting trikes into heavy, unreliable four-wheel rides, Ridley recently partnered with Motor Trike to build a durable, lighter yet stable model, one with a reverse, and while it’s not predicted to be the company’s biggest selling model, Ridley says that is not the intent.
“Whether it’s a trike or one of our traditional automatic transmission motorcycles, it’s simply about getting people to ride,” he said. “It’s about removing the excuses of not riding, the issue of balance, makes it more attractive. We’re in this business because Ridley builds a product that works very well, and if you give us an opportunity, you’re going to be very impressed.”