The all-singing, all-dancing BMW R1250GS is the most acclaimed adventure motorcycle ever. But this spectacular success started in the cafés of Milan, not on the desert trails of Baja or the Dakar rally.
Read MoreFringe motorcycles are hit and miss. Sometimes they are fantastically successful, striking a note long ignored by the market, other times they are just too fringe. Canada is the ultimate North American test market.
Read MoreSometimes OEMs need to expand their lineup but haven’t got the resources or expertise to do it. That is when they enter a joint-venture (JV) and just put their label on someone’s else’s motorcycle. It is never a good idea.
Read MoreProduct names matter. A lot. In every culture, names are used to convey image, associations and power. Most industries understand this, but often motorcycle OEMs do not. This can lead to branding tragedy
Read MoreMost people in the world would say the most American form of motorcycle is the Harley-Davidson. They are not wrong, but the most important form is the humble strictly off-road dirt bike.
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