A look at a changed motocross market
Nowadays, the old marketing rule “if you win, you sell motorcycles” no longer applies. In 2022, you would be crazy if you made choices based on the machines with which Tim Gajser, Tom Vialle, Jago Geerts and Ken Roczen win competitions.
The reason for this is that the modern motocross rider is much more refined than 50 years ago. Compared to his 70s counterpart, he is no longer so naive to believe that what the stars ride has anything to do with what the best bike is. Under the plastic shrouds, a factory racing bike barely resembles what's in the showroom.
factory racing
The frame has been adapted to the rider, the wheels are made of magnesium, the crankshaft has been replaced, the gearbox does not have the same gear ratios, the cylinder head started life as a standard casting but was extensively modified, the suspension is a unique product costing 25.000 euros, the tires have a different composition, the brakes are three steps better than standard, every bolt is made of titanium, the electronics are “next level” and the engine is five kilos lighter than the standard machine.
Furthermore, professional drivers have traditionally been poor salespeople. Take Ricky Carmichael for example. If he had stayed with Kawasaki an extra year at the time, they probably would have gone bankrupt. It was an ironic reference to the fact that even though Ricky won every championship, Kawasaki sales plummeted.
That's not Carmichael's fault, of course. It just proves that winning races isn't the only thing that makes motorcycles sell. It's possible that Kawasaki, Honda and Suzuki would have fallen even further without him... but the conclusion is unmistakable.
Build quality and sell it
The best-selling motocross bikes are rarely linked to the most winning ones. In reality, the best engines are the best-selling engines. Look at KTM. The success of the Austrians was at a much lower level for decades than it is now. But after the turn of the century, they started to win more and more comparison tests and were more popular than ever. Orange bikes appeared in greater numbers at motocross races, consumers waited with bated breath to get a glimpse of the Factory Editions and gave the YZ450F, CRF450, KX450F or RM-Z450 less and less attention.
Orange above
The reason for KTM's hegemony is that they were leaders in power, handling, braking, clutch, gearbox and starting power. The product is king and that is the best marketing there is. Just look at Honda. They last won an AMA supercross title in 2003. Their last Nationals title also dates back to 2004 and yet Honda is still selling their CRF like hotcakes in the US.
KTM has kept their marketing machine running strong over the last two decades. First they built motorcycles that won competitions and then went smart with a large range for youth. The Japanese did not neglect that market segment even a little bit and the Austrians gratefully stepped into the gap. It means that the youth grew up with fast, reliable KTMs and that is very good marketing.
Electric racing
Just look at their electric minibikes. History repeats itself with the launch of their SX-E 3 and SX-E 5 machines. The young riders start on an electrically powered KTM and grow with electric driving. It goes without saying that KTM will soon expand their range of electric motocross bikes with the equivalent of an electric 65, 85 and 125cc motocross bike.
Does that mean that professional racing has no place in dirt bike marketing? Not really. For a company that sells dirt bikes it is still important that they participate in competitions of the highest level. They have a responsibility to have their machines presented at the level of MXGP and AMA Supercross and it doesn't matter if they win or not.
Professional racing remains necessary: a factory racing team radiates the dedication, passion and drive of a company. But it doesn't sell engines directly. It sells a corporate image, entices consumers to join them and, if they have the right mix of riders, promotion and marketing, enhances the lifestyle of riding with a particular brand.
The question you have to ask yourself is this: Will you order a new RM-Z when Ken Roczen finishes his 2023 supercross campaign on a winning note in May?
Also to read
Gallery: MXGP Portugal 2024 XXL from NiekFotografie
The riders and mechanics had a hard time in Agueda. This also applies to the photographers because the weather conditions were harsh! Yet our #NiekFotografie made this XXL gallery...Jorge Prado in Simon Laengenfelder over Agueda
The Grand Prix of Portugal will be remembered for a long time and may be one for the history books. The heavy rain that descended on Agueda made this 2024 edition a rush…Danee Gelissen on stage in Italy
During the second match of the Italian Women's Championship, Danee Gelissen was allowed to climb onto the podium. The Limburg rider finished second behind Kiara Fontanesi in both heats in Lovolo. The Ceres71 driver starts…VIDEO: Highlights MXGP Portugal 2024
After a two-week break, the FIM MXGP-MX2 World Championship continued in Portugal. The normally sunny south was treated to lots of water this weekend! Liam Everts made very…
Your reactions