| | Subject: [MR] New American Motorcycle
| | | |
At a press conference late Friday, the
CEO of Johnson Marine, makers of Johnson outboard
marine engines and other recreational equipment,
unveiled a new line of heavyweight cruiser style
motorcycles designed to compete head to head with
industry leader Harley-Davidson.
Peter Long, Johnson brands marketing
manager said, "We have studied the market and
determined that Harley, while highly successful, has
narrowly missed the mark when targeting motorcycle
buyers". Long added, "We, at Johnson, are convinced
our product hits the target dead center and promises
to draw sales away from Harley-Davidson in a way no
other motorcycle hasn't been able to accomplish".
The new line of bikes, marketed under
the name 'Big Johnson Motorcycles', will, according to
Long, deliver what Harley has only promised. "Our
research show that this, a Big Johnson, is what Harley
buyers are really after".
At the unveiling of the new line
Friday, several current Harley owners agreed. "When I
bought my Harley, what I really needed was a Big
Johnson", said one Harley owner." But I see now that
riding a Harley is no replacement for having a Big
Johnson."
Manager Long also said that his company
would follow the lead of Harley-Davidson and cash in
on a huge market for non-motorcycle related products.
"We realize that not every guy can have a Big
Johnson", said Long,"But image is very important to people.
If they don't have a Big Johnson, they at least want
to project the image of having one."
Asked if he anticipated Big Johnsons
showing up in the hands of Harley owners, Long said it
was unlikely. "I just don't see the need to have a
Harley if you have a Big Johnson", he said. "And I
can't imagine someone who spends all their resources to acquire a
Harley having a Big Johnson. I think it boils down to
this - You either have a Harley, or you have a Big
Johnson, but you are not likely to have both. "Given
the choice", said Long. " I think most guys will opt
for the Big Johnson".
Another force driving sales for the
company will come from women. A survey of the wives
and girlfriends of nearly 1,000 potential motorcycle
buyers indicates less than 5% would approve of their
partner spending $15,000 on a Harley Davidson. But,
when asked if they would be willing to pay the same
amount of money to get their partner a Big Johnson,
nearly 4 out 5 thought that would be money well spent.
One female present at the product
unveiling was quoted as saying, "There is no way I
will let Lonnie drop 15 grand on another one of those
Harleys, but 15 grand to get him a Big Johnson? Well,
that something we could both enjoy and it's something
he really needs."
Carla Roundheel, manager of the
dealership network now being established, said her
motto is simple. "I service what we sell." Big Johnson
motorcycles will be traded on the stock exchange under
the abbreviation P-ENVY. |
|
|