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Where is BMW going with Husqvarna... Directly from the president!

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It looks like BMW/Husqvarna has layed their cards on the table as far as the future direction of the Husqvana brand... reads and enjoy: http://www.telegraph.co.uk/motoring/motorbikes/8862299/Husqvarna-to-emulate-MINI-in-BMW-stable.html

2012-Husqvarna-Nuda-900R_3.jpg

Husqvarna to emulate MINI in BMW stable

The Swedish/Italian manufacturer's new boss explains how the brand will sit in BMW's two-wheeled portfolio.

By Kevin Ash

If the new Nuda doesn’t make it entirely clear where Husqvarna is aiming to be, the hoped-for position of the brand within BMW is clear, according to German Husqvarna MD Klaus Allisat.

He says Husqvarna intends to be to the two-wheeled version of what MINI is to the BMW's car division. But why not use the Swedish brand, with its strong pedigree in off-road competition, simply to build dirt bikes, since the S1000RR showed that BMW could muscle straight in to the superbike sector against established players and succeed using its own brand?

“BMW had tried to move into the off-road bike sector, but you cannot create Husqvarna’s history and brand values just like that. The off-road sector is very different to superbikes – it’s far easier to buy a ready-made brand,” he said.

He is impatient, too: “Current production is 10,000 units annually. We want 30,000 bikes in a few years and to keep growing. There will be specialist Husqvarna dealers still, but the road bikes will also be sold like MINIs, in specialist sections of BMW dealers.”

So bikes like the Nuda, SMQ, Moab, large adventure bikes, as well as most Supermotos and Dual Sports will most likely end up in BMW shops, Dirt bikes like TCs, TXCs, WRs, (Maybe SMs) and minicycles as well as TE models will stay in existing Husqvarna dealers.

Husqvarna street bikes in BMW shops.... Husqvarna Dirt bikes in Husqvarna dirt bike shops.

Heys... I suppose it's all good and it sounds like a plan. :lol:

BlipBlip/HuskyRips.

Edited by HuskyRips
Headline typo

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This from Ultimate Motorcycling: http://www.ultimatemotorcycling.com/2012-husqvarna-concept-moab-scrambler

Husqvarna: Concept MOAB Scrambler

Ron Lieback

2012 Husqvarna Motorcycles

Since the 1960s, the scrambler quickly gained traction as the idol motorcycle for those seeking both on- and off-road adventure, attracting the likes of many, including the legendary Steve McQueen.

As the scrambler gained more and more notoriety throughout the years, it was only a matter of time before manufacturers began releasing classic remakes of the scrambler. These started arriving, but with tasteful modern technology.

Husqvarna is now in the game; the company owned by BMW unvelied its Concept MOAB at the EICMA 2011 in Milan Monday, which is Husky's "re-interpretation" of the scrambler.

Speaking of the machine's name and origin, Husqvarna says the MOAB can "trace its origins to our models from that period, legendary bikes that are milestones in the history of off-road biking, especially in the U.S. This is one reason for the name MOAB, after the evocative desert in Utah, which every year draws huge numbers of off-road bikers and provides the eerie background for the sets of many cult movies."

Of course, there's all the Husky styling, from the red tank to spacious seat and "simple, stripped-down" frame. The MOAB features a 650cc engine in a perimeter frame, and progressive linkage on the swingarm.

The Husqvarna Concept MOAB rolls on 17-inch wheels and semi-knobby tires, making it ready for the off-road, offers high and wide handlebars for nice ergos, and a bulky tank for the legs to hug.

Speaking of the design, Husky says "The overall design effect divides the bike into distinct sections: the tank, seat, the side panel number holders and the exhaust. The lines are fluid but combine to create a decisive form.

"The shape of the tank blends with the seat and rear section, creating a fluidity and immediately distinctive style. This design feature follows the lead of the latest generation of Husqvarna models, such as the concave shape of the front and rear mudguards, and the front number holder. Tradition and high-tech innovation are successfully blended in the details of the new Concept MOAB: the digital instrument panel that is situated in the upper crossbar or the LEDs on the front number holder and the tail-light.

"The color scheme, down to every last detail, both in bodywork and mechanics, is taken from Steve McQueen's immortal H400. The unique form and colors give the MOAB an exhilaration vintage look."

With the Concept MOAB, Husqvarna begins yet another trek in the motorcycle industry, this time chasing the scrambler tradition that has many roots in the US. This comes after Husky unveiled its first-ever street bike earlier this year, the Nuda 900. Ideas are evolving at Husqvarna...wonder what's next?

My guess is you're going to see the Moab go into production and end-up in BMW shops along with the 900 Nuda.

BlipBlip/HuskyRips

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The MINI was the coolest car in the world for 6-12 months when it came out. You could drive like a complete a**hole and people would smile and wave. And if you added 15-20 hp and dropped the weight by about 10 percent, the Cooper S was actually really fun. The initial quality ratings on the supercharged engine were the best BMW had ever had, in spite of the ports in the head almost being modeled after the insides of iron pipe plumbing.

The second gen leaves me cold. Bloated, heavier, and lots of threads on the forum for the JCW with people saying, "I've owned six BMWs, but after this, will never buy one again" due to horrible reliability and worse treatment from the dealers. It would be nice if we get one round of good bikes from BMW before they screw it all up completely. Does the TE630 count?

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So bikes like the Nuda, SMQ, Moab, large adventure bikes, as well as most Supermotos and Dual Sports will most likely end up in BMW shops, Dirt bikes like TCs, TXCs, WRs, (Maybe SMs) and minicycles as well as TE models will stay in existing Husqvarna dealers.

Husqvarna street bikes in BMW shops.... Husqvarna Dirt bikes in Husqvarna dirt bike shops.

Heys... I suppose it's all good and it sounds like a plan. :lol:

BlipBlip/HuskyRips.

He said, "road bikes will be sold in specialist sections of BMW dealers."

I don't see Husky making an Adventure bike that would be sold in a BMW shop... directly competing with the GS of which BMW is so proud. Not gonna happen. I doubt BMW will let them make one and sell it in Husky shops. It's duplicating product and competing with yourself. Doesn't make sense.

I see Husky selling dual sports, not BMW.

I see an end to supermotos. Most brands are dropping them. The DRzSM is not listed on Suzuki's website for 2012. KTM has slashed SMs. It seems that all at once, the industry has turned their back on SMs. Typical overreaction... but sad. I think there's still a market for them.

The Moab will probably ship. And be a dismal failure. It's fugly.

The Nuda will be a huge success in the naked/street fighter market. Hopefully, we'll eventually see one in the US.

Splitting Husky between BMW shops and Husky shops is an utterly stupid idea. It fragments the Husky brand. The MINI comparison is invalid. There are no MINI dealers.

It does get some bikes more exposure in the larger BMW network. That's about the only benefit I see.

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Did I read correctly 10,000 units? That's no more than GasGas who only sells mostly 2 stroke dirt bikes. BMW has their work cut out.

BMW only produces just over 100,000 units a year, albeit their units have an average retail price reaching almost $20k here in the USA, where only 10-15% of those units end up.

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BMW only produces just over 100,000 units a year, albeit their units have an average retail price reaching almost $20k here in the USA, where only 10-15% of those units end up.

I'm just surprised at how low the volume is on the dirt bikes. It's no wonder they've kind of taken a back seat. They really need to work on the dealer base. I haven't seen a single Husky newer than an 07 on the trails. Husabergs and GasGas's are more common here.

I'll stand by my assertion they need to really work on the best plated off road bikes possible. More states are joining Cali on the plate bit which could open a door of real opportunity for Husky. They've even lead KTM on this who now only has the 350exc and 500exc for the high performance off road dual sport. The 450exc has been dropped.

Actually it seems they're getting a fair amount of support for such a small niche of their business in Europe but not much here. Just getting out with some machines for test rides would make a difference. :lol:

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I'm just surprised at how low the volume is on the dirt bikes. It's no wonder they've kind of taken a back seat. They really need to work on the dealer base. I haven't seen a single Husky newer than an 07 on the trails. Husabergs and GasGas's are more common here.

I'll stand by my assertion they need to really work on the best plated off road bikes possible. More states are joining Cali on the plate bit which could open a door of real opportunity for Husky. They've even lead KTM on this who now only has the 350exc and 500exc for the high performance off road dual sport. The 450exc has been dropped.

Actually it seems they're getting a fair amount of support for such a small niche of their business in Europe but not much here. Just getting out with some machines for test rides would make a difference. :lol:

I think were talking about two different things here and I agree Husqvarna needs to do a lot more on the dirt bike side here in the states.

Right now many American off-road riders here in the states view Husqvarna as a dual sport company with their 4-stroke TE line of bikes.

Most wouldn't consider a Husqvarna as a serious off-road bike because over the last 10 years or so Husqvarna has had a minimal presence on the podium of any of the big off-road series as well as in local off road race series

The consumer reads about Husqvana racing in Europe, but the Husqvarna's presence in the winners circle is far and few between here in the states.

Most people who buy dirt bikes, buy bikes they believe will make them a better rider and if Joe Flash is winning national races on brand X they assume brand X is a product that will make them better as well.

On the dirt bike side people aren't going to consider buying a Husqvarna until they see Husqvarna dominating National and local races... plain and simple.

On the street bike side I believe what Klaus Allisat is proposing is the right way to go. If a dirt bike Husqvarna shop wants to invest in the tools and software to sell and service bikes like the Nuda ... all the power to them.

If a BMW dealer is looking for a product with a lower price point than what BMW is offering their customers then let them sell these Husqvarna street bikes... They have the tools and software and if it brings in younger urban street oriented customers who have large disposable incomes then place-the product there.

I think what everyone is missing is you're all thinking about ME as in Yourself... What you have to remember is Husqvarna is a brand that's more than just dirt bikes. Husqvarna represents rugged, tough, simple high quality products used world wide in the lumber industry, in landscaping, in construction, in home and garden and even in sawing machines.

Husqvarna street bikes have the potential to take Husqvana into markets that many would only dream of.

For that you have to give Husqvana credit for thinking outside the box and I'm confident their plan is going to work.

JustSayen.

HuskyRips

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On the dirt bike side people aren't going to consider buying a Husqvarna until they see Husqvarna dominating National and local races... plain and simple.

I completely disagree. KTM sales skyrocketed overnight when they introduced the e-start 400/520exc in 2000. Think about it, a high performance, light weight 4 stroke with electric start, imagine that? I bought one the day I saw and rode it. I'd never touched a KTM in my life or really heard too much about them. Heck, there was even a silly memo KTM sent the dealers warning them to carefully qualify the buyers because it was a "Racing Four Stroke." :lol: Little did they know the impact this bike was going to have.

GasGas is starting to move bikes. Nobody has ever heard of GasGas. What's working for them is somebody will ride one and they're hooked. Nobody builds a 2 stroke off road bike that can deal with the tough stuff like GasGas. Now that they have a real distributor rather than flakes I believe you'll see the brand take off. GasGas is starting to build a niche reputation for this type of riding.

Husky/BMW can do the same. I say give the people something that isn't every day and ordinary. What can they do? 2 strokes are experiencing a renaissance. How about an innovative DI off road 2T. At the moment the buzz is about the Ossa, a tiny company with few resources. BMW is a leader in high tech fuel systems for bikes. Take their old and barely competitive 2 stroke and blow everybody out of the water. It's the cheapest platform they could do it with and certainly would engender more press than anything else at vastly less cost than a racing program. Before you protest refer to the above with the KTM RFS.

I can't imagine how many sales Husky lost to KTM over the transmission issue. Just how stupid do they have to be to not have dealt with a zero cost issue? They went the rather expensive path of 50 state certification for street legal, why not the no cost change to make the bikes more useful for those that really do ride street and trail? It makes no sense. These bikes will sell against the KTM, no question.

Off road bike sales are not doing well. Building cookie cutters and pricing them cheap isn't going to drive sales. What will though is doing something different that people want. Innovation and creativity set one apart. Husky isn't doing it. Winning races will make some difference but in the end it's ultimately product. Fighting the Japanese in motocross is an extremely daunting proposition. I think they can hang that one up. Few pay attention to enduro in the US so winning enduros won't make much difference. Anyway, who's going to fight KTM in the US enduro racing? To date nobody has bothered and I believe with good reason, the return on investment may not be there.

This leaves innovation as the big thing that can make a difference. BMW has huge pockets and a history of technical innovation. If they decide to really get involved companies like KTM will have a fight on their hands. Something new, different and excellent gets press. It gets people talking. It builds excitement. Sure, so will racing but racing will do little good if it isn't backed by product.

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similar reasons for me, ktm makes a dirt bike with knobbies, and a 6th that's not usable under 55mph, anyone listening? it offered everything I wanted, the japanese are not interested, and riding is becoming more scarce all the time, dualsports are going to keep getting more popular, dirt ones, not those monster overweight pig bikes better suited to pavement and 300 pound guys

I bought a 2011 gasgas a few weeks ago

I do not care who wins races, it's 99 % rider and who buys & supports that rider, I give a crap who is winning, I dont even follow offroad racing. I bought what works best for me, right now there's only 1 brand that offers a dualsport that will work, and 1 that offers a 2 stroke that I want

the rest are too fat, tall, overweight, bad gearing, etc etc

I put my money where my mouth is

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The BRAND is bigger than the capitolization which raises our expectation higher than the company can meet. Same as the Cagiva days. At 10k units a year they should stay more focused on a few choice models rather than a expanding product line. but hey what do I know?

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The BRAND is bigger than the capitolization which raises our expectation higher than the company can meet. Same as the Cagiva days. At 10k units a year they should stay more focused on a few choice models rather than a expanding product line. but hey what do I know?

BMW bought Husqvarna not to be a nich player in just the dirt bike market.

BMW bought the BRAND because it has recognition outside the dirt bike space with their other NON TWO WHEEL products... (Chainsaws, lawnmowers, home and garden and so forth) consumers know these brands... and don't even know Husqvarna make dirt bikes.

The product that BMW is heavily investing in now is focused at that market CONSUMER MARKET!.

Here are some photos of what BMW did with MINI... and yes MINI continues to grow and attract new dealers AND NEW CUSTOMERS:

mini-dealership.jpg

Mini of Murry Utah

6fc5d760ed1410048ed910145edef087_575x0.jpg

Mini of Leabody Mass

pasmini020511_161339c.jpg

Mini of Tampa Bay

Sandia_MINI.jpg

Mini of Sandia, New Mexico

The point is BMW gets things done, when they bought Mini everyone laughed, but Mini continues to grow and BMW continues to find ways to grow the Mini brand... now with MUNI SUVs.

BMW is looking at Husqvarna the same way, and focusing on young urban professionals with big disposable incomes is a huge untapped growth market... and how many of these young urban professionals would even consider a dirt bike?

On dirt bikes Husqvarna has a plan and over the next two years or so you're going to see a lot of new products coming out of Italy... what comes to the United States is another issue (And I don't want to turn the thread in that direction)... but remember the Germans are very good at getting things done and if there's an obstacle to over come they just go around it and move on and address it later.

JustSayen

blipBlip/HuskyRips

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Just for clarity, BMW does not own any part of Husqvarna consumer products. I doubt most consumers are aware in any way of Husqvarna consumer products with the possible exception of tree guys with their decent chain saws. How many have ever even seen a Husqvarna lawn mower or if so knew that it was one?

I have a Husky chain saw that has served me well. At the time I believe Electrolux owned the Husky products group. I think they're stand alone again.

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Just for clarity, BMW does not own any part of Husqvarna consumer products. I doubt most consumers are aware in any way of Husqvarna consumer products with the possible exception of tree guys with their decent chain saws. How many have ever even seen a Husqvarna lawn mower or if so knew that it was one?

I have a Husky chain saw that has served me well. At the time I believe Electrolux owned the Husky products group. I think they're stand alone again.

Not to disagree, but walk into any Lowes store and the first product you see is Husqvarna lawnmowers:

lowes2.JPG

Leftside of photo: Husqvarna riding lawnmower next to John Deere riding lawn mowers... how many parents have to pull their kids off these things everytime they go into a Lowes store?

Do a search on lowes website under lawnmowers or chain-saws and the first thing that pops up is Husqvarna: http://www.lowes.com:80/SearchCatalogDisplay?Ntt=husqvarna&storeId=10151&N=0&langId=-1&catalogId=10051&rpp=24

No... Husqvarna motorcycles and Husqvarna power products ARE NOT THE SAME COMPANY... BUT IF YOU ASKED A CONSUMER if there's a difference between Husqvarna motorcycles and Husqvarna chainsaws they'd tell you they believe it to be one and the same.

Same logo, Same brand.... THAT'S THE POWER OF BRANDING!

BMW bought the motorcycle part of the HUSQVARNA BRAND!

A good brand is very powerful.:lol:

JustSayen.

BlipBlip/HuskyRips

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No... Husqvarna motorcycles and Husqvarna power products ARE NOT THE SAME COMPANY... BUT IF YOU ASKED A CONSUMER if there's a difference between Husqvarna motorcycles and Husqvarna chainsaws they'd tell you they believe it to be one and the same.

Most would say, "Huh, who's Husqvarna?" :)

Sure, Husky may be in front of the Lowes or Home Dept stores but the walk in trade mostly sees the el cheapo version of John Deeres and Yard Machine. Heck, the Home Depot by my house sells maybe a dozen brands of lawn mowers. Nothing really stands out to stick in a customer's mind except the names Honda, John Deere and Toro. I'd have to drive over and look to see if they sell Husky. I remember some orange and blue riding mowers, are those Huskys? What do people think with chain saws, I'll bet it's Stihl and Homelite.

There's so many products by so many companies one must do something to differentiate themselves from others, the point I was trying to make above. You may sit here and defend, pontificate, whatever but business realities don't change.

You brought up Mini and that's a exactly the point I was trying to make earlier. They took a moribund brand and turned it into something cool and different from everything else out there. That's exactly the out of the box thinking I was trying to get across. Until they do this Husky isn't going to set US sales on fire. KTM did it with the RFS, BMW did it with the Mini.

That my friend is business 101. :lol:

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You brought up Mini and that's a exactly the point I was trying to make earlier. They took a moribund brand and turned it into something cool and different from everything else out there. That's exactly the out of the box thinking I was trying to get across. Until they do this Husky isn't going to set US sales on fire. KTM did it with the RFS, BMW did it with the Mini.

That my friend is business 101. :)

I Agree on all your points above. :lol:

But as the President of Husqvarna said... they're looking at new markets for Husqvarna with the Nuda and Moab.

It's almost as though they're creating two companies if you know what I mean.

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I didn't say brand-loyalty!... I said people buy the BRAND... big differance.

It's like when a person buys their first BMW, Audi or Mercades.

They're not buying it because they're loyal to the brand...or it's even a better car... they're buying it because the BRAND represents high quality and status.

Husqvarna is fortunate because their chainsaw and lawnmower brand is greater than just motorcycles and there is Scandinavian quality associated with it with the Husqvarna brand... even though most of Husqvarna products are either manufactured here in the United States or in China.

http://forestry.about.com/library/reviews/aabyb-chainsaws.htm

JustSayen.

Edited by HuskyRips

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