Motorcycle brands and their reputation

Posted on by admin

Table of contents

Motorcycle brands and their reputation
mps photo studio

counselor

traffic & business

Motorcycle brands and their reputation

The brands and their reputation
Image check from MOTORRAD

48,118 readers outlined their perception of the two-wheeler brands by taking part in the vote for “Motorcycle of the Year”. The reputation with the customer is important for success. What do readers trust the individual brands??

Brigitte Haschek, Stefan Kaschel

04/16/2015

A good reputation is made up of trustworthiness, responsibility, competence and positive charisma, among other things. It takes a long time to build it up. On the other hand, it is much faster to damage it. The choice of “Motorcycle of the Year” has been a litmus test in the industry for years: changes in trends are either positive confirmation or a warning signal for those responsible for the brand. The knowledge of MOTORRAD readers plays a major role in this. Because they only distribute the requested properties to those brands about which they can make specific statements. And that generates meaningful results across the board.

Buy complete article

Motorcycle brands and their reputation

The brands and their reputation
Image check from MOTORRAD

8 pages) as PDF

€ 2.00

Buy now

That drive the readers


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

Almost traditional: MOTORRAD readers prefer the naked bike segment.

It is also interesting how the nearly 50,000-strong MOTORRAD electorate is made up: 89 percent are men and 89 percent also own a motorcycle, of which almost half bought the machine new. The average age of the voting participants increased by around four years compared to 2010 to 47.3 years. More than 71 percent drive a motorcycle with a displacement of more than 750 cubic centimeters and thus cover an average of 7400 kilometers per year. Around a fifth of the participating bikes were registered for the first time from 2013, 36.6 percent were purchased in the same period. In the favor of MOTORRAD readers, the naked bike segment has almost traditionally been ahead of enduros and athletes. In 2015, the Modern Classics and Crossover categories were added for the first time.

Traditionally, readers don’t take it too seriously when it comes to brand loyalty: only 44 percent of buyers of new machines want to stick with their brand, while 49 percent prefer a different manufacturer. The willingness to switch is even more pronounced among used buyers: 58 percent want to buy a different brand, only 35 percent are loyal to the old one. The motorcycle market is more in motion than it has been for a long time.

Which brands are trending??


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

The best example of how you can polish up your image in a very short time is Yamaha.

The current snapshot from the reader’s point of view (see graphic) shows which brands are trending. It is no wonder that BMW is still so popular. The flood of new products in recent years is paying off here, as has the fundamental paradigm shift of the past decade. Moving away from two-wheeler traditionalists for older people to progressive technology pioneers for everyone – that was the motto.

A similarly successful metamorphosis, but under different circumstances, is also possible KTM attest. Away from the off-road specialist towards a full-range supplier with serious asphalt ambitions, whereby the Austrians work with very similar means as the Munich-based company. A flood of new models, technological independence and a uniform, brand-typical design language – these are the image factors that helped both of them to rise to the top of the trend scale. They are escorted by Ducati. The Italians were even able to increase the trend barometer with 82 percent compared to the previous year and are now fighting head-to-head with KTM for second place.

Yamaha trendsetter, Honda relegated

The so-called unfortunate fourth, namely Yamaha, will not contest this, because this placement is anything but a failure for the Japanese. On the contrary: a brand has seldom managed to advance from being an inconspicuous follower to being a trendsetter again within a very short time. The MT series with its new two- and three-cylinder engines makes a significant contribution to this. But also the fact that Yamaha as the only one of the Japanese Big Four that has an answer to the current wave of customizing and all of its facets. The new XJR 1300, the XV 950 – yes, Yamaha’s Heritage Sport concept in general – fit the times and conjure up a convincing comeback.

Another Japanese brand, Honda, is currently more distant than ever. It makes both the image and the approvals (minus 4.5 percent in 2014) lousy. A place in the lower midfield – nothing more is possible for the former market leader in terms of perception. Only Aprilia are worse off, Moto Guzzi and – oh wonder! – Suzuki there, even if the bottom of the trend was able to improve a little last year in terms of new registrations (plus 8.3 percent) and even in terms of image (plus nine percent).

Nice yes. But real purchase intent?


Motorcycle brands and their reputation


Photos: mps photo studio; Graphic: MOTORCYCLE

Just nice or a motorcycle to buy?

Nevertheless, it was not enough for any Suzuki to land in the top ten in the next ranking. There are completely different rockets in the fireworks of the new models in 2015: The answer to the question “How much do you like this model overall?” Is the Ducati There in 1299 as an absolute darling of the public. Or better: as a dream. Because when it comes to a specific purchase intention, it gets rather lonely about the charming, radical and extremely expensive Italian super sports car (see graphic). As well as the similarly knitted Aprilia RSV 4, the BMW S 1000 RR or the new Yamaha YZF-R1. These racers look great, have a dynamic effect and are a jewel for every owner. But practical – and therefore an option to buy in real life – they are not.

The Ducati Multistrada, who came second in the beauty pageant, showed a completely different picture. Sport meets everyday life: That also fits most readers. The fact that in the end a BMW, namely the R 1200 R, masters the balancing act between just liking it or wanting to be bought, fits in with the significantly sportier features of the new roadster. Only twelve percentage points separate her wish and reality.

Our readers trust the brands to do that


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

The moment of truth: what readers trust which brand. Part 1

Which brings us to the most polarizing and also the most controversial topic of the survey – because, as is well known, taste is a great argument. And yet: There can only be one answer to the question of which manufacturer applies the statement “good looks”. Ducati!

But be careful! A third of the readers of the BMW brand now attest good looks – it has gained five percentage points in this discipline compared to the previous year and is now in third place behind the Italian parliamentary group from Bologna (Ducati, 62 percent) and Varese (MV Agusta, 36 percent). When it comes to good workmanship, Bayern can defend first place with 59 percent, ahead of Honda (57 percent) and Yamaha (39 percent), but they lose six percentage points within a year. The same applies to the “Advanced Technology” discipline: Here too, BMW lost (two percentage points). In contrast, from the readers’ point of view, Yamaha (plus ten percent, due to the latest model offensive) and Kawasaki (plus seven percent due to the long-term successful model policy).


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

The moment of truth: what readers trust which brand. Part 2

What makes a brand strong? Deep insights into the appreciation of motorcyclists gives what they trust the manufacturers in terms of service, technology, cost-benefit aspects and commitment to sports (see graphics). This mood barometer shows clear shifts compared to 2010. When it comes to customer service and the supply of spare parts, all of the brands mentioned most frequently have to give up. In terms of workmanship and reliability, BMW is losing in the double-digit range, which is probably due to recalls such as the strut disaster of the R 1200 RT. On the other hand, the Bavarians are towering ahead of Honda and KTM in terms of high safety standards with 86 percent, which will particularly annoy the Mattighofen-based company, because they now also offer remarkable things in this field. From the readers’ point of view, Yamaha now has the best price-performance ratio. When it comes to the sympathy factor “I like the brand”, the manufacturer has kicked long-term rival Honda to the side with the tuning forks.

What remains for the world market leader in view of this debacle? From the point of view of MOTORRAD readers, things are simple. Follow the Europeans and Yamaha, present new technologies and new motorcycles. Then the tide could quickly turn again.

Happy with the brand?


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

Feel-good factor: This is how satisfied readers are with their brand.

On the satisfaction scale, the people of Munich also score below average (see diagram), while the European competition from Ducati and KTM is right at the front. In general, however, buyers of new machines are more likely to be satisfied with their motorcycle. This is a good indication of sticking to the brand when it comes to getting the next bike. Ducatisti and KTM riders are particularly satisfied with their brand, while BMW, Kawa and Moto Guzzi riders have higher expectations. In a five-year comparison, however, interesting shifts can be observed: The brands BMW, Harley-Davidson, Kawasaki, Suzuki and Triumph have in some cases lost significantly, while Aprilia, Ducati, Honda, KTM, Moto Guzzi and Yamaha have more satisfied buyers.

Alternative brands


Motorcycle brands and their reputation


Graphic: MOTORCYCLE

Let’s see: alternative brands.

How well motorcyclists feel they are in good hands with their brand can nonetheless be measured by their willingness to consider another manufacturer when buying a new one. 48 percent of the participants also take alternative brands into account. This is the least common with Harley fans, but more than average with Moto Guzzi buyers.

Leave a Reply

Your email address will not be published. Required fields are marked *