An IMS Show Challenge to the Big Factories, or “Where’s Mike Czysz?”

[MisterSmooth]

Reflect on the International Motorcycle Show.

In the mid-2000’s the industry outlook was generally rosy, and even niche players like Aprilia had factory representation at the Show.  Each manufacturer would roll in at least one racebike; Ricky Gadson would be signing autographs over at Kawasaki and Michael Czysz would be revving up the one running MotoCzysz in the corner, filling the air with a sound like two circular saws ripping through an oil drum.

Here in Seattle, Beaudry Motorsports would bring a fleet of MV Augustas 300 miles from Post Falls, Idaho to show them off.  Showgoers would complain that all the free swag overwhelmed the capacity of their tankbags and tailpacks.  It was definitely a weekend to mark on the calendar.

But in the winter of 2011/2012, the International Motorcycle Show has shrunk to reflect the state (and the skittishness) of an industry in transition.  The industry has contracted sharply; credit has been hard to get, internet sales have impacted the way everything from new bikes to used parts are sold, and consumers have been worried about their jobs.  Although the Big Four, Harley, Ducati, and BMW have presences at the Show, their displays are smaller, and conservative rather than bold and fun.

As hard as it is to believe, Seattle’s long time Honda/Yamaha dealer has gone bust.  Buell Motorcycles is no more, despite being the only American mainstream sportbike manufacturer.  Ride West (our local BMW dealer) no longer carries high end Vanson leather.  Matter of fact, I’m not sure anyone in Seattle carries Vanson or Dainese.  There’s still a feeling of being on the edge; every time I ride by a local dealer, I check to make sure that they are still open for business and offer good mojo to the Gods when I see people moving around inside.

It’s depressing.  I still love motorbikes just like I did in 2007, but they’re apparently not enough of us out there for the industry, and thus the IMS, to thrive.

I went to this year’s edition of the IMS with my buddy Erik (ejh on the Forum).  We blew downtown on a couple of Aprilias and parked for free right by the entrance.  As it should be, right?



Erik ponders Ben Spies’ MotoGP bike.

What we need are more wild-eyed young men like this guy.  The future of motorcycling tries on a BMW SS1000RR.



Dave Richardson was in attendance.  One of the very best motorcycle dealers in the world, and he has the brand new pickup truck he won from Moto Guzzi to prove it.  Unfortunately the Federal Witness Protection program guidelines prohibit us from posting a picture of his face.


Dave’s back!


Some STNers gravitate toward exotica, like this RSV4 ASAP SE PDQ.  In this shot Erik demonstrates his touchdown celebration to Tony from Moto International and STN’s very own Mr. Sunshine.  Note Sunshine’s classic “All Roads” T-shirt, and that this picture proves that he did indeed attend the show.




And here’s more fresh stuff.  This is one side of MV’s new six cylinder sportbike.  Check out that exhaust—looks like Salvador Dali draped it around the rear tire.




Here’s Erik Buell’s latest.  It’s trick and (without any fluids, of course) feels light as air.




Here’s the cooling duct for the front brake caliper on the Buell EBR.  Sure, this is probably an ineffective gimmick like the spoiler on the deck lid of my old VR6 Jetta but it looks fookin’ brilliant.




Ah, the Specials.  The bike show has both vintage and specials displays.  Usually the specials section leaves me cold, as it is filled with exquisitely finished but rococo, functionally useless choppers.  But this year two of the specials piqued my interest.  The first was this Harley Sportster which ejh pointed out felt more like a Ducati Monster than a Sportster (this was meant as a compliment).


Erik is contemplating the bike from an Ohlins-eye-view.

With its Ohlins forks and shocks and light wheels, this bike gives all the right signals that it would be fun to ride.  You’d still have that Sportster engine hammering away below you like some sort of medieval siege engine, but it might handle pretty well.  And it looks aces.




It especially seems Monster-esque from the rear view.  The bike looks so fast that that plainclothes LEO is writing it a ticket right now.  The law-breaking is inevitable; why wait?





And I shouldn’t like this special at all.  It’s as functional as a fur sink.  But I really, really do.  It was fastidiously built with a steampunk aesthetic that carries through from one end of the bike to the other.  This should be in someone’s living room somewhere.  It’s not yet another ridiculous chopper, it has its own vision.  It’s art.










Did someone say Ducati Monster?  We saved Ducati for last, sort of a motorcycle truffle or tiny glass of 30W port to be consumed just before we hit the exit.  It’s significant that although Ducati has a full line of bikes and the best gear and clothing lines of anyone, their booth had the smallest footprint of any manufacturer.

The 1199 was there, but while it appears beautifully efficient at circling any racetrack you’d care to name, it’s not the looker that the 1098 or even the 999 was.  So, no pics, and besides there are plenty of pictures of it on the factory website.

The Diavel is an interesting concept; more of a power standard than a cruiser.  It’s styled and detailed within an inch of its life.  Check out the passenger pegs…they fold down so as to not detract from the bike’s lines when you don’t have a pillion.






And we got a quick pic with the Ducati gals.  I’m more like their dad but they were pretty sweet to ejh, who might still be in their demographic.  At least for a weekend, eh?





So here are some closing thoughts—and a challenge.

Why aren’t Aprilia and Husqvarna and KTM and Vespa represented at the Show?  For that matter, why doesn’t Honda bring its scooters?  The official line from the manufacturers is “Ooooh, setting up at the Show is so expensive.”  But what if a small (or no) presence at the show is a false economy?

The universal setup for bike manufacturers at the Show is to lay down a big square of carpet to mark their territory, provide a counter top with a bunch of brochures, mount an overhead sign that says “Yamaha” or “Suzuki” or what have you, wheel out some bikes and wait for the masses to come by.  There are usually a couple of factory people, but with the exception of the late Buell (the Buell staff came from Wisconsin and were psyched about bikes in general and working for Buell in particular), if the reps are enthusiasts they don’t show it.

I hold that the problem with what the manufacturers bring to the show is that it’s unimaginative.  The marketing folks are bringing something simple and easy, but it’s not something that will get motorbikers posting up things like “You gotta go see the Yamaha exhibit!  It’s killer!!” or “The San Jose Show was so great that I’m going down to L.A to see the show again.”

So, I challenge the bike manufacturers to get out of the “easy-but-ineffective” zone.  Okay, so it’s expensive.  Then why waste it?  Lock your most imaginative marketers and your most committed enthusiasts in a conference room with a cooler full of Red Bull and a case of Lagunitas Pale Ale, and spend an extra ten percent on your display.

And turn the International Motorcycle Show into something that is important not to miss.

[antvq]

Excellent write up.    

[Rincewind]

Thanks!  Insightful write-up, except for the new 6-cylinder MV.    

[Rammer]

Very nice!!!

I've been to the Cycle World/IMS shows that are in Mpls. I've been there every year for the last 5 or 6 years. In the of winter '08-'09, I attended and was looking at getting rid of a Goldwing and picking up a ZX-14. I was looking at the Kawasaki disply for 45 minutes. NO ONE even asked if I wanted more info, or offered ANY assistance. I could tell by the name tags that the "help" was from an assortment of the local dealers. I ended up getting NO help at the show.

But, that same year, my riding buddy was looking at the H-D displays. They were also staffed by local dealers. He found a person that made him an offer that he liked. They even were going to bring a truck/trailer to his house to work out the trade. (dead of Minnesota winter). My buddy ended up trading his 2 older H-D's for a new, '09 Ultra Classic something...

What difference in customer service.

Oh, and to really stay on topic, the shows get smaller every year!

[bomber]

And turn the International Motorcycle Show into something that is important not to miss.

I agree entirely -- it is so rare to find someone at a booth who ISN'T pissed about working on a Saturday (small vendors are general exceptions to this rule), it has become remarkable when you DO find someone who's enthusiastic  . . . . .

If a show attendee wasn't already enthused about motorcycles, the manufacturer's reps certainly wouldn't change their minds . . . .

[Mookie]

I went to my first IMS this year.  I was surprised at the lack of accessory people at the show.  Lots of belt buckles and vests for sale but very little if you were looking for a good tank bag or some real riding gear.  I was really hoping to find a moto-specific back pack but there was nothing.  

There were a few interesting bikes to look at, namely the Ben Spies Yamaha (I've never seen a GP bike in person), a sweet Triumph flat tracker, a KTM RC8 race bike and the trials guys were fun to watch.  But honestly, I could have spent 30 minutes there and been done with it.  

Hopefully as the economy picks up we'll see better shows again.

[R Doug]

Sadly, it appears that the economy has had its effects on big ticket industries (especially discretionary items).  I read a report yesterday from AAA that they are seeing its members hold on to cars for 3 years longer.  

 

[malbojah]

Reflect on the International Motorcycle Show.


Why aren’t Aprilia and Husqvarna and KTM and Vespa represented at the Show?  For that matter, why doesn’t Honda bring its scooters?  The official line from the manufacturers is “Ooooh, setting up at the Show is so expensive.”  But what if a small (or no) presence at the show is a false economy?

If the manufacturers are saving money by not having all their models on display, can they put that money into factory demo rides? I like that Triumph and Ducati go around the country and actively seek people to ride their bikes. Big 4? Daytona, Laconia, Americade, MotoGP and maybe Sturgis. Local dealers? - might as well offer free root canals, you'd get better results.

[Lawn Dart]

Reflect on the International Motorcycle Show.

Yeah, I'd hit it.  That thing's awesome.

[veefer800canuck]

"fur sink"  

Thanks for the writeup and the pics. The harley with ohlins does look neat.

Unf, most of The Motor Company's clientele wouldnt "get it".  

[Kootenanny]

Really good write-up.  Yeah, I agree...it's an 8-hour drive for me to attend a bike show, in the middle of winter--it'd better be good.  But, the last few years, I haven't bothered going.  A smaller show I can handle, but unmotivated staff...few things are more of a turn-off.  Hey, if the regular staff don't wanna do it, hire some enthusiastic hangers-on to stand around and talk bikes with the showgoers (helps if they're cute chicks, of course ).

With its Ohlins forks and shocks and light wheels, this bike gives all the right signals that it would be fun to ride.  You’d still have that Sportster engine hammering away below you like some sort of medieval siege engine, but it might handle pretty well.  And it looks aces.

I really like this.  A few years ago, I stopped by a Harley demo ride that was going on, when I saw the big trailer in a hotel lot (no H-D dealer in my area).  I had no gear, and they were almost done, so I didn't take any rides...but I did wander around a bit, and saw a customized Sportster with a similar look to the one in your photos.  It was definitely used, not polished at all, and really looked "the business."  Turned out it belonged to one of the staffers manning the demo trailer--he was a real bike enthusiast, and a fun guy to talk to.

BTW, I ride a Buell--and yeah, that "medieval siege engine" hammering away down there is a big part of why Buells feel like motorcycles, not toasters.

[ejh]

you know i must say i felt right at home between those beautiful brunettes.

[gritsngravy]

The last IMS show I went to was back in 09 at San Mateo and it was pretty dead then.   Thought about checking out the '11 show but skipped it.....looks like I made the right choice.       Nice pics thanks.

[Kootenanny]

Oh yeah, forgot to say--I really like the "Steampunk" bike!

[Biking Sailor]

Thanks for the report.  I went down to the Dallas show and had about the same impressions.  The only make that seemed to have any enthusiasm was Triumph.  Lots of examples and a factory guy with the Explorer prototype.  Ducatti had hot looking babes to go along with their hot looking bikes, but seemed to stand around looking bored.

The HD booth had their usual tons of bikes (pun intended) and show that they know how to market.  Just not anything there that really intrests me.

Honda factory guy told me they didn't even think about bringing any dual sports.   

I probably won't go back next year without some significant changes.  Could have done just as well spending a day  riding to all the local bike shops, and had a much better $25 lunch at a local establishment.   

[MisterSmooth]

you know i must say i felt right at home between those beautiful brunettes.

Yeah, you look natural with a gal on each arm.  Damn single guys.  

[MisterSmooth]

The HD booth had their usual tons of bikes (pun intended)...

Wish I'd thought of that.    Nice.

I agree that only Harley seems to understand that in bad times, that's when you make sure that the marketing budget stays fat.  Time to grab market share, not pull in your horns.  But like you I have little interest in their product.  

[Mrs. DantesDame]

Oh yeah, forgot to say--I really like the "Steampunk" bike!

Agreed! Any idea who crafted it?

As for the show and lack of participants, I will say that based on conversations with past (and possible present) vendors, it is *expensive*. And not just shipping the stuff there and havinga  monkey standing around to talk about it. No, the halls that hold these shows charge and arm and a leg for the floor space (think of $$$ per square foot   ). And most places will only use Union labor to haul stuff in and out, and even hang the signs. You're not allowed to touch one tiny box as it is loaded into your space. Plus there are extra fees if you want electricity or other amenities...

So while I can't say that they're doing themselves any favors by not showing up (it's the best way to sell something: let the customer touch and feel it), but I can see why some of the smaller vendors just can't afford to attend when the economy is so rough

[Mrs. DantesDame]

Yeah, you look natural with a gal on each arm.  Damn single guys.  

Ahem.

You're still looking pretty good there, MisterSmooth  

[Bogie]

That Harley is so 2009...