I was asked a question by a sales manager of the Yamaha motor corp. yesterday...

[NorthwestCajun]

Hi guys ,
A sales manager at Yamaha asked me how we can better sell the Super Tenere brand. As a group leader of 80 or so Tenere owners in the PNW, I asked my guys on Facebook and got a common theme in the replies.
- Sell the ADV lifestyle and promote events thru the dealers.
- Host training events and "motorcycle rodeos" because they are behind BMW, KTM and even Triumph in that area.
- Promote current long distance riders like Nick Sanders and David Binga showcasing the great reliability of our bikes
- Switchable ABS and a low seated 800cc bike were mentioned as well
I'd like to pose the question to this group as well.

 

[Salmon Sam]

Interesting question. Did I read somewhere that over 80% of ST owners NEVER take their machines off road??? I wonder if this is similar between North America and Europe. I am not sure that I would have bought an ST if I wasn't going to take it off road. To, me, that's the point: a reliable tourer-sport -dirt bike. It compromises perfectly. If I just wanted a tourer-sport bike, the FJR would have clearly been the better choice.

HOWEVER, with that said, there certainly must be a segment that likes the ADV image and will buy for that reason alone - if such a large percentage of owners never take it off road. So, yes, Yamaha should promote the image of the rugged go-anywhere ADV rider so that those who want that (instead of the "lone", black, rogue H-D rider) will purchase it "just to dream" or impress the boys and girls around the water cooler with "the potential" of that cross-Africa trip they will take one day.

Yamaha's ads and promotion sort of do that, but they have to take the ruggedness and world-conquering go-anywhere forever image up a notch. They are too "milk-toast" weekend warriors right now (which is what most of us are) so they need to exaggerate and titillate the potential even more for those who are mainly interested in the image. Again, image is superficial, but look what it has done for Hogland!

 

[~TABASCO~]

That can start to participate with the TENERE RALLY ! 2014 Tenere Rally, Ozark Mountains @ the HUBB

 

[eemsreno]

That can start to participate with the TENERE RALLY ! 2014 Tenere Rally, Ozark Mountains @ the HUBB

That's right on.
A great Colorado rally and Yamaha had nothing to do with it.

 

[BravoBravo]

All good suggestions. For me, the reliability piece was probably the main driving factor in my choice of the Super Ten as an adventure bike. Yamaha has a sterling reputation for reliability, as well as a large dealer network to support our machines. The ruggedness and reliability of the Super Tenere should be a big marketing factor, IMHO. ::008::

Bruce

 

[joneil]

In part, I like the idea of no factory involvement for the group rides. I know it would bring some cool benefits, but I really enjoyed Ouray because it was so informal. Not structured. I didn't have to sign any waivers, etc.... Just a group if guys doing what we like.....


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[Mike91]

Interesting question. Did I read somewhere that over 80% of ST owners NEVER take their machines off road??? I wonder if this is similar between North America and Europe. I am not sure that I would have bought an ST if I wasn't going to take it off road. To, me, that's the point: a reliable tourer-sport -dirt bike. It compromises perfectly. If I just wanted a tourer-sport bike, the FJR would have clearly been the better choice.

HOWEVER, with that said, there certainly must be a segment that likes the ADV image and will buy for that reason alone - if such a large percentage of owners never take it off road. So, yes, Yamaha should promote the image of the rugged go-anywhere ADV rider so that those who want that (instead of the "lone", black, rogue H-D rider) will purchase it "just to dream" or impress the boys and girls around the water cooler with "the potential" of that cross-Africa trip they will take one day.

Yamaha's ads and promotion sort of do that, but they have to take the ruggedness and world-conquering go-anywhere forever image up a notch. They are too "milk-toast" weekend warriors right now (which is what most of us are) so they need to exaggerate and titillate the potential even more for those who are mainly interested in the image. Again, image is superficial, but look what it has done for Hogland!

I would imagine there is a huge demographic in between the people who want the ADV image and the people who use it as a big dirt bike as well. I guess it depends on how you define "off road". To me, being able to ride on seasonal dirt roads, loaded up with a passenger and camping gear, was a huge selling point.

 

[Koinz]

Did I read somewhere that over 80% of ST owners NEVER take their machines off road??? I wonder if this is similar between North America and Europe. I am not sure that I would have bought an ST if I wasn't going to take it off road. To, me, that's the point: a reliable tourer-sport -dirt bike. It compromises perfectly. If I just wanted a tourer-sport bike, the FJR would have clearly been the better choice.

I might be one of those 80% or more riders, depending how you define your statement. It's any road that might be less traveled that I wouldn't hesitate taking the S10.
I wanted a bike with a longer suspension that I could still Tour on. Those Two criteria along throws out most of the bikes except the GS and Explorer......oh and I hate StarBucks coffee... ;D

 

[Checkswrecks]

In part, I like the idea of no factory involvement for the group rides. I know it would bring some cool benefits, but I really enjoyed Ouray because it was so informal. Not structured. I didn't have to sign any waivers, etc.... Just a group if guys doing what we like.....


Sent from my iPhone using Tapatalk

The factory doesn't need to be involved - just support. And that can be really cheap.
Just have the dealer ask the regional people for hand-out posters, banners, hats, & such. The regional folks just need to know it is OK and have a stash they can draw from. I have a hat from one of the FJR meets and still enjoy wearing it.

On a related note, why is there ZERO factory swag for the Teneres? They have't been trying very hard.

 

[Ramseybella]

Throw a little JaimeV at them!!

[/quote]
Fuet2

Piedras y más piedras

Superenduro VS Supertenere

Mirador piedras

Yamaha Super Ténéré off road

 

[greg the pole]

pretty simple.

Offer starbucks gift certificates with the sale of every new tenere! ::025::

 

[snakebitten]

I AM one of the "It's a huge dirt bike" guys. But honestly, this IS my streetbike! So I don't think even the meanest off-road RTW ADV machine should be less than a GREAT rode bike too.

The Tenere is that. But to me, what just continues to set it apart is it's unbelievable ruggedness.

Yamaha needs to include the 4 years of YES and just come out and market it LOUDLY as 5 Years Unlimited mileage warranty.

Heck, they ought to Dare you to break it! For every 1 rider that succeeded there would 100's that didn't.

 

[creggur]

But to me, what just continues to set it apart is it's unbelievable ruggedness.

Yamaha needs to include the 4 years of YES and just come out and market it LOUDLY as 5 Years Unlimited mileage warranty.

Heck, they ought to Dare you to break it! For every 1 rider that succeeded there would 100's that didn't.

THAT is a grand idea!

"Ready for the Adventure of a lifetime? Take it! And we've got your back for five years no matter how many miles your adventure takes."

 

[greg the pole]

THAT is a grand idea!

"Ready for the Adventure of a lifetime? Take it! And we've got your back for five years no matter how many miles your adventure takes."

Nah. Keep it off the price of the bike. It's not a KIA, or a BMW that it needs it. japanese made = reliability in my books.
It's been said before and it will be said again. they never made the bike very public. Advertising was non existent.
I honestly think that the more tenere's that are on the road, the more people will ask about them.

Otherwise keep it fresh, start a tenere family (all over again) bring us the fz07 motored tenere, it will blow the doors off the gs700/800, triumph 800's, (price/quality wise), klrs, and dr's (performance/quality/options)of the world.

 

[Rasher]

In the UK it is pretty simple:

1. Stop charging 20% more than the Japanese competition
2. Give dealers the right incentives to put on demo's, and then do some promotion to encourage people to try them.
3. Long term press demo's - and don't just let them do the usual drag strip / track day tests against Superbikes on stilts.

Your never going to beat the BMW marketing machine and the brands image, BMW are too well respected (rightly or wrongly) and the dealers are all very slick, throw in the McBoorme factor and the GS is "unstoppable" in the sales stakes.

Harder to promote the long term ownership factor without making it sound pretty dull, plus most people that buy new bikes don't keep the, it tends to be the money wise 2nd / 3rd owner.

But advertising the antics of people such as Nick Saunders actually doing big trips and clocking up huge miles, putting JaimeV on the payroll and showcasing his antics on the bike would do more for the bikes image than any marketing drivel drawn up by the Ad men.

The dealers could also do more to understand and promote these bikes, often their sales staff are as clueless as the press, many seem shocked when I mention my relatively modest 12k in under 2 years and 2 foreign trips - then again they were surprised my ZZR1400 had got further than it's own postcode, and shat themselves when I told them it had visited 5 European countries and clocked up 16,000 miles in just over 2 years.

Dealers need to encourage people to take a long test ride and to explore all sorts of types of roads, many give you 30 minutes, others will escort you on a shite "test route", BMW let me out for about 90 minutes on the first test and I was undecided at the end of the test, they suggested I came back when they could let me have the bike for longer - I did, and they went and filled the bike up before I went out for about 3 hours, this was plenty long enough for me to realise I just liked tiding the bike, it was good on all roads and I could see no reason not to buy one (Oh the joys of hindsight!)

When I tested an S10 I was asked to have it back within 30 minutes, the same dealer also had a Guzzi which I rode back to back, but the guy was obviously not keen on these types of bike and more interested in telling me how fast he was and how these bikes aren't really fast enough for him.

 

[p51super10bombay]

Interesting question. Did I read somewhere that over 80% of ST owners NEVER take their machines off road??? I wonder if this is similar between North America and Europe. I am not sure that I would have bought an ST if I wasn't going to take it off road. To, me, that's the point: a reliable tourer-sport -dirt bike. It compromises perfectly. If I just wanted a tourer-sport bike, the FJR would have clearly been the better choice.

I don't doubt that one little bit, in fact I'm probably one of them to a degree - likely just gravel/fire roads, light trails here and there but mostly pavement as there's not that many places in this area you can just point the bike up a trail and not be somewhere you shouldn't. Not much different from a Jeep, SUV, etc - most never go offroad with those either but they make a great daily driver/grocery getter and when it snows you can still get where you need to. I got the S10 for a couple or reasons: For the last 3 years I've been riding a Harley and in many way's I liked (and still do) it a lot, I had planned to move from the Dyna to a bagger because I never could get quite the right riding position down on the Dyna - that being upright torso and slightly rearset feet. Well, last year we were looking around at different bikes, figured it would either be an HD bagger or one of the sport touring bikes. Wandering around the Yamaha/Kwack dealer last summer and there's a pretty white S10 on the floor. I stopped to look simply because it was so good looking - wife said "why don't you sit on that" so I did. Low and behold, it had just the position I was after but I didn't think much of it at the time. Sat on the FJR and C14 and new right away that wasn't it - didn't even need to ride it. Then on to the HD shop, rode a Street Glide and a Road Glide - didn't even make it to the street before I thought "this feels like home" Months later with nearly all the funds now available for the HD bagger - stopped in the new Bummer store and sat on the GS - well, guess what - same great riding position and suddenly I'd jumped on the ADV band wagon simply because it "fit me" Figured I'd have to have the Bummer because I always seem to want what costs the most (dammit) but January had a rather warm and sunny day so I thought I'd go check out bikes - went by the same Yamaha/Kwack dealer to test ride the S10, planned on doing the same with an XC1200 and both Bummers. Local Triumph shop had dumped Triumph so I didn't ride that, I was going to go ride the GS and GSA but then I thought "That Super Ten was pretty nice and damm, its a whole lot less - I CAN be happy with the Yamaha" and being as prior to the HD I'd had nothing but Yamaha's over the years, I still do have a bit of loyalty and fondness for Y brand. Not only that but I have always liked the big dirt bike style from when the first 600 Tenere came out with that humongous tank on the old XT600 frame to today's two wheeled SUV version so here I am and me likes it. Just a few comfort issues to sort out - mainly the seat and remote chance on the bars. Otherwise it's just what I've been after and no more dragging crap at light cruising pace. I do miss that HD engine though - nothing like it and I mean that in a good way, if I had more time and money there's be an Ultra Classic beside the S10.

 

[RED CAT]

How about some bad boy Yamaha promotional videos of some really good riders really gassing it on gravel and twisty paved back roads. Maybe even so gnarley stuff too. You know, letting the back end hang loose, sliding sideways with a little wheelie thrown in with lots of dust, maybe even blowing by a GS. Then switch to another scene of the same bike all loaded up 2 up travelling briskly with the Rocky Mountains in the background. Not the usual casual street ride usually assoiated with the launch of a new bike, like the new VStrom 1000. Boring. Most of us would never and could never ride this well but just the thought of owning a motorcycle that could do that. Sort of like a Beamer riding around the world visualization.

 

[Ramseybella]

If it was not for the Wasp Works Yamaha Decals on the tank most folks don't know what it is except some of the BMW riders and they just looked puzzled at the big Woody wheels.

 

[jbrown]

I don't know if we are the right group to ask. We all bought the S10.
I think they want to know how to get other people interested.

 

[Toddvk]

Yamaha tried this exercise years ago trying to break into the cruiser market and put the pain on Harley with the Star line. It was weird not calling the bikes Yamaha but Star motorcycles. I experienced it first hand when I owned a Road Star Warrior and later on a Roadliner. Both excellent bikes and unique in their own way. I recall going to Rally's full of Harley's and getting a lot of attention with those bikes. Star even started their own organization like HOG but that didn't seem to work out like I think Yamaha had hoped. I love my Super. Tenere and actually can believe that Yamaha does not know how to market/promote it. I think the adventure market is such a niche market here in the USA yet that Yamaha has their job cut out for them.