Capturing the Experience

Capturing the experience

ROUNDUP

CAMRON E. BUSSARD

YOU’RE NOT SURE EXACTLY WHAT IT IS, BUT EVERY TIME you look at one of the latest advertisements for a street motorcycle, the vague notion that something is different nibbles at the outer edges of your consciousness. Suddenly, it hits you: Where is the action? Almost all of the motorcycles in the ads are sitting still, and as often as not, there are no riders on them at all. Even the ads that do have some kind of action seem tame compared with those of just a year or so ago.

Considering that the fundamental reason for a motorcycle’s existence is to be ridden, this latest trend toward static depiction of a very dynamic product seems more than a little odd. But by far, the most powerful motivation for this new strategy concerns the dark specter of litigation, for lawyers are increasingly using manufacturers’ own advertising as a weapon against them in product-liability cases.

This poses a real and immediate threat for every motorcycle manufacturer; and Kawasaki in particular—a company with a long-standing reputation for building high-performance bikes—will soon begin treading very softly in its advertising. Soon, you no longer will be seeing Ninja riders dragging their knees while banked over at radical angles. It may, in fact, prove difficult just to find a Kawasaki off its sidestand in any advertising, leading the company instead to utilize what it calls “implied action.’’

Honda, on the other hand, claims that it hasn’t changed advertising policies at all. It does seem curious though, that all of Honda’s latest ads use photos of parked bikes; but Honda claims that the absence of action and riders was not deliberate, but instead was an inadvertent by-product of its 1987 advertising campaign.

There is, however, another reason for this reduction of action in motorcycle ads, one that has more positive connotations: improving motorcycling’s image. For too long, manufacturers targeted much of their advertising at hard-core enthusiasts, focusing either on horsepower and high-performance with sportbikes, or on the clandestine, dark side of motorcycling with cruisers. But these techniques may have done more harm than good by portraying motorcycling as a dangerous, high-speed, anti-social activity. And in the end, that type of advertising may have intimidated more potential buyers than it excited.

So the thrust now is to project a more positive image, to concentrate more on the riding experience and less on the hardware. Suzuki’s new story-board ads, for example, attempt to capture the fun and joy of riding, with the actual pitch for each particular model being quite subtle. Whether or not these ads succeed in capturing the essence of riding is largely irrelevant; what’s important is that they evidence a concern to clean up motorcycling’s slightly tarnished image.

Still, one has to question whether or not the abandonment of action in advertising is the solution to either problem. Surely, there is some kind of middle-ground between socially irresponsible action and no action at all. The most fulfilling aspect of motorcycling isn't looking at a bike parked on its sidestand, or standing around talking about it; motorcycling is about riding, about motion—about action. And image and litigation problems aside, the most effective motorcycle advertisements have been—and will be—the ones which capture the essence of that riding experience.

Short subjects

In a surprise move early in 1987, a British investment house that had purchased the rights to the Norton Villers-Triumph name last year took over the entire Norton manufacturing operation. Company president Philippe LeRoux is determined to produce the Wankel rotary-engined roadster now in use by British police and military outfits, for civilian production and export. Also, the rumored re-introduction of the air-cooled, parallel Twin Commando will take place later this year. Norton will build about 200 versions of the classic big Twin, which last saw production in the mid-Seventies.. . .

Cagiva’s ambitions to meet the Japanese head-on continue to be supported by its solid third-world cooperative deals. In addition to its Italain manufacturing base, Cagiva is now South America’s number one bike manufacturer, thanks to assembly deals

recently concluded in Brazil and Argentina. These fit nicely with the deals that Cagiva has enjoyed for some years in Venezuela. The Italian company has also signed a contract to set up motorcycle factories in China and India, and is currently negotiating a similar arrangement with the USSR.

An American superbike

The Buell RR-1000 superbike, first shown in late 1985, has now been released as a street-legal motorcycle. It features fully enclosed bodywork that completely hides the Harley-Davidson XR1000 engine and the singleshock rear suspension.

Beyond a doubt, the bike is intended for serious riders who have racing in mind, riders who will appreciate the magnesium wheels, the aluminum brake rotors and the Pirelli radial tires; but not many will be crazy about the $ 12,495 price tag.

But, in limited numbers, an American-built bike of this kind can certainly find a place on the road, and even more so on the track, where it ought to give the big Ducatis a run for their money in Battle Of The Twins races.

No détente in the tire warranty wars

N o sooner had Avon come out with an 1 8,000-mile warranty on its touring tires when Continental announced its own extended warranty. And even though the mileage limit in Continental’s warranty is 2000 fewer than Avon’s, the time period is 30 months longer. That makes Continental’s 16,000-mile/48-month warranty on its new Conti Tour TK 17 and TK 16 tires every bit as attractive as Avon’s deal, if not more so.

Continental claims that handling and ride quality have not been sacrificed to achieve the extended tread wear. The company also claims that the tires hold air better than do other brands.

Just as with the Avon warranty, the Continentals have to be bought from and installed by a dealer, who must then inspect the tires at 3000-mile intervals. Tires bought by mail order don’t come with or qualify for the warranty. Only certain touring bikes are eligible for the warranty, those being the four large Japanese tourers, the BMW K100RT and all Harley-Davidsons. The tires are available in a full range of sizes for those machines.

The RATS are back

It’s the time of year to start thinking about summer school, and Reg Pridmore and Bob Beach have just the curriculum for you. Their Rider Advanced Training School, or RATS (see Roundup, November, 1986), is hitting the road for sessions around the country. RATS courses will be held in conjunction with major motorcycle races throughout the summer, with two dates at each location. For a schedule of places and dates of the school, contact Bob Beach, c/o RATS, 2763 West River Parkway, Grand Island, NY 14072, or call (716) 733-4960. ga