Today begins EICMA 2016. All fans of two wheels are ready to welcome many new models. The battle between the top brands is ready. The 2017 will be a very exciting year. For some years the big brands present their most important products with some great champions of the track. So, a marketing policy that works. Why not ride a motorcycle driven by a big champion?
We saw both Ducati and Yamaha presentations. Two major events in the heart of Milan. The two major players during the two shows were Casey Stoner, for Ducati. Valentino Rossi for Yamaha. The first run on stage the new 1299 Superleggera and the second the new TMAX DX.
Ducati’s Marketing Policy: 1299 Superleggera and Casey
The “final part” of the Ducati World Première 2017 was the arrival onstage of 1299 Superleggera, with Casey Stoner. He is the ambassador of the Italian brand. So, the Ducati 1299 Superleggera is the first road bikes with frame, swingarm and wheels made of carbon fiber. It is a limited edition with only 500 bikes.
Under the carbon fiber dress it hides the more powerful version of the Superquadro engine. Thanks to its 215 horsepower, desmodromic engine of the 1299 Superleggera is the most powerful twin cylinder engine ever produced. So, it represents the greatest technological expression of Ducati.
Yamaha’s Marketing Policy: TMAX and Vale
Yamaha continues to excite their fans with its models of motorcycles and scooters. These products, thanks to their innovative character, have the ability to give strong emotions. They have the ability to stimulate the imagination of motorcyclists from around the world.
During the exclusive press show, Valentino Rossi went to the stage with the President of Yamaha, Hiroyuki Yanagi. He drove the absolute protagonist of the evening. The new TMAX. Yamaha shows the King of the scooter with the two new versions of the scooter, SX and D, and with all the latest Sport Heritage’s range. But also with the Supersport range and the incredible T7 Concept.
MotoGP champions do not run only races, but they are the real stars of motorcycling on and off the track. They are the most loved characters. The most photographed and the most beloved. So, the models of which they are the “godfathers” receive significant benefits. So, the sales smile. Why not buy a motorcycle or scooter that Rossi or Stoner have drove? Why not buy a motorcycle or scooter that Vale and Casey love to ride? Passion or business? We call it “star’s marketing policy”.