Table of contents
Drawing: new territory
motorcycles
Intermot / IVM design award
Intermot / IVM design award
Trends
It is well known that the trend among motorcyclists is increasing towards oldies. Now the IVM wants to attract new target groups. Qua design competition.
Norbert Sorg
01/16/2004
The day may not be far off, as motorcycle clothing provokes similar sensations as
that nowadays no-nonsense leather, red knee socks and checkered shirts do. Trachten, for a bizarre species of man who indulges in a strange hobby: heavily hooded, jet through the country on two wheels, sweating in summer, freezing in winter. Even though they could afford a car with air conditioning and a CD changer. Understand that who wants. At least not the kids. They also don’t understand what for
the elderly gentlemen for their comical fuss
Organize machines. Have nothing better to do than chat about what they like to do in specially selected, mostly managed places. In addition, there is music from dusty times, known in these circles as “hard rock”. A case for tradition research.
Of course, this is only one scenario among many that is separating young people more and more from motorcycles: that you have to say goodbye to “common biker cliches”. Bert Poensgen, Suzuki sales manager and chairman of the motorcycle industry association (IVM), who organized a design competition together with Intermot, the world’s largest motorcycle fair, is of the opinion. for
young professionals, young designers or »students« (1st prize: 3000 euros), in an »open category« for all those interested in motorcycles up to 25 years of age (1000 euros; invitation to tender: www.intermotdesignpreis.de).
A start, anyway. Because so far it has paid precious little attention to the needs of potential newcomers, the industry. Just a year ago, when an important manager asked the obligatory MOTORCYCLE question what was happening in his company in the entry-level motorcycle segment, he could hear the succinct answer: nothing. Because with these machines, unlike with super athletes and premium tourers, there is no money to be made. There is also a lack of demand. At that time he did not come up with the idea that the low interest could be traced back to a boring offer.
And now the change? The insight that your clientele is dying away? »The two partners IVM e.V. and Messe Munchen GmbH have design as
A significant selling point among the younger generation of customers recognized in an emotionally charged motorcycle and scooter market. «BMW was probably the first manufacturer to do so with the Scarver. The fact that motorcyclists of the old guard make fun of this machine is anything but a handicap. On the contrary. It is more annoying that the target group of buyers, the young people, are extremely reserved
proves. Because the Scarver looks like a motorcycle that father gives his filius for graduation. “You know, I was young too.” And then the C1, this scooter with a roof. Basically a brilliant idea. But basically you should have known that such a thing would not work as a single-seater. You have the chance to visit a disco without protective clothing, but the lady who loves you stays in the rain.
And now Honda! Brand new entry-level model is called CBF 500 and doesn’t look unattractive. Classic and
nevertheless, o là là, a little daring ?? like Jil Sander clothes. But that’s what mom likes and not the little one. MOTORCYCLE draftsman Stefan Kraft ?? Incidentally, juror for the design prize? already two years ago thought about how Honda’s 500s could captivate the kids? as a scrambler with spoked wheels. And that Suzuki should dress up the GS in a super sporty way. Has for the 2004 season
they actually dressed up. But what a. Reminiscent of a maternity dress.
»In our post-postmodern society with its many groups and sub-scenes, even a thirty-something like me can hardly say for sure what
Young people really moved, ”muses
Oliver Neuland, organizer of the design competition. That is why he is looking forward to designs that do not reinvent the motorcycle, but modify it in such a way “that you can get off and go to a club”. The tender is therefore not only about motorcycles and scooters, but about everything that has to do with a life that is muddled, including clothes and helmets.
In view of the futility of their own efforts, the big manufacturers, this is the impression, are ready to take these ideas seriously.
This is also supported by the fact that the competition should be held on a regular basis. Every two years, the best works are then presented at the Intermot. And in MOTORCYCLE.
Because it may be true that campaigns do not bring young people to motorbikes? they have to want it themselves ??, but precisely because of this they should be made an offer that they cannot easily refuse.
Interview with Bert Poensgen
Robert Poensgen, Head of Sales at Suzuki and President of the Motorcycle Industry Association (IVM) e.V.
You don’t like the current models because you are now running a design competition?
You cant say it like that. But we have to see what is feasible in the future, what pleases and what people imagine who are not permanently concerned with the topic of motorcycles. Otherwise there is a risk that one always only thinks in one direction. You can change that with such a competition.
What exactly is the IVM hoping for from the design competition??
We hope that the topic of motorcycles and scooters will always be treated freshly in people’s heads, and we hope for input from people who do not deal with the motorcycle full-time. In this way, designs are certainly also created that can at least be incorporated into the production process.
Why two groups of participants? Expect information from the nonprofessionals in particular about what the clientele would like to have?
Clear. We want to address those who are in
at a young age professionally dealing with design and also
want to employ in the future. On the other hand, with the second group of participants we want to reach those who are ultimately the market.
The competition is intended to take up the zeitgeist and lifestyle of young people and thus increase the acceptance of the motorcycle among young people, and to move away from motorcycle cliches. Which?
If you are the motorcycle and today’s motorcycle rider
consider, then the problem arises that the classic motorcyclist is getting older. The motorcycle does not play a role for the youth. On the one hand, it is no longer necessary to get from A to B, to be mobile, to be free from constraints that your parents have imposed on you. Before thirty
Years of motorcycling still had to be something different,
of rebellion. That is gone today too. Today they drive
Parents motorcycle.
So you think a lot of what used to be rebellion has become cliche?
Exactly.
See trends towards a new motorcycle awareness among young people that the industry can build on?
This is an extremely difficult subject. Because the young people who create the trends today are getting older and are being lost as a target group.
Do you think that something like a motorcycle consciousness can be constructed? Shouldn’t that be more of a spontaneous movement?
Unfortunately, almost nothing moves spontaneously today. With the necessary ambition, the necessary material and the necessary financial means, things can nonetheless be pushed. We have to start with all three factors.
Pushing can also mean that manufacturers offer inexpensive entry-level motorcycles at prices that are hardly worthwhile?
Our love for the next generation goes very far, and I know that the industry has neglected this topic for years. There were other things that had priority ?? more power, more technology. This clientele has grown and attracted attention. For a long time it was not noticed that customers were staying elsewhere. Now we are looking at a market that has been in decline for four years, so we have to rethink it. We do that too.
For example, someone who submits a jacket to the design competition will have a chance against the participant who arrives with a drawing of a complete motorcycle?
For sure. The jury will have to work through the individual topics for itself. Everyone has a chance with a fresh and good idea.
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