Has the lack of mainstream advertising hurt Spyder sales?

[TonyMac]

BRP went a different way to introduce and spread market awareness of the Sypder using the web, demo rides and lot of informal word of mouth advertising to get the word out. While I don't have actual numbers, to my knowledge, BRP has sold under 10,000 units worldwide. I wonder if they had used more traditional advertising methods, they might have sold more units. Any sales driven company will tell you sales = developmental dollars and the 2009 model might have actually been a different model and they may even have been able to release a touring version.

Reason I brought this up is our local dealer in San Antonio (Joe Harrison) had a 5X7 ad in the local paper this morning offering test rides and six spoke rims to anyone who purchases a new Spyder. I read the paper daily and I think this is the first ad I've seen in about a year the last one was for test rides. Joe's web site also posts pictures of all who buy one and to date they only have 11 pictures so 11 units sold.

I know this is an unusual "niche" product, but as we all know it is very cool and when people actually see it they are usually impressed. What would it evolve into if they had strong sales and development money?

Or maybe, we need to stay a secret club. I don't know.

Tony

 

[BRPjunkie]

BRP went a different way to introduce and spread market awareness of the Sypder using the web, demo rides and lot of informal word of mouth advertising to get the word out. While I don't have actual numbers, to my knowledge, BRP has sold under 10,000 units worldwide. I wonder if they had used more traditional advertising methods, they might have sold more units. Any sales driven company will tell you sales = developmental dollars and the 2009 model might have actually been a different model and they may even have been able to release a touring version.

Reason I brought this up is our local dealer in San Antonio (Joe Harrison) had a 5X7 ad in the local paper this morning offering test rides and six spoke rims to anyone who purchases a new Spyder. I read the paper daily and I think this is the first ad I've seen in about a year the last one was for test rides. Joe's web site also posts pictures of all who buy one and to date they only have 11 pictures so 11 units sold.

I know this is an unusual "niche" product, but as we all know it is very cool and when people actually see it they are usually impressed. What would it evolve into if they had strong sales and development money?

Or maybe, we need to stay a secret club. I don't know.

Tony

If you follow BRP history on rolling out new products, this is how they "Doo" it. Limited production in a handful of test markets, limited dealer roll out, continued testing and refinment and then bigger push into more markets. They have never made big changes in second year model instead making small design changes based on first year experience. Sea Doo 1988 and 1989 models were essentially the same, but inside there were dozens of parts improvements and upgrades. Five state rollout followed by nationwide market and third year saw major changes in design, number of models and the whole network in place to provide parts, accessories and service that seemed to be lacking in year one. I have high hopes for the future of the Spyder line.

 

[Dragonrider]

I agree - this is just a big teat market for them. Work out the bugs & details.

You're right about the sales volume tho - I've actually seen two in my area, but the largest dealer still has some '08s, which he won't discount, as well as a stack of new bikes.

Without BRPs support to get rid of the older units, potential buyers will remain wary & dealers will drop the line - they're not in the business of selling antiques.

 

[Dudley]

I agree - this is just a big teat market for them. Work out the bugs & details.

You're right about the sales volume tho - I've actually seen two in my area, but the largest dealer still has some '08s, which he won't discount, as well as a stack of new bikes.

Without BRPs support to get rid of the older units, potential buyers will remain wary & dealers will drop the line - they're not in the business of selling antiques.

If a dealer won't discount and still has '08 models, who's fault is it? A dealer is one who "deals". We all like to "deal". He won't negotiate, he can sit on them until they grow mothballs. When a dealer has last year still in stock, he should minimize his profit and maximize his cash flow. In doing so he will increase his customer base. Simple math.

 

[nater1]

I think working to motorcycle enthusiast only is dollars well spent.

This is what I have seen done with most motorcycles release. The manufacturers play to a established market. Various motorcycle companies have followed this path before BRP. Polaris, Ducati, Moto Guzzi, and even Harley play to the motorcycle rider market before going to the general consumer. Harley during their 90s revival did not advertise at all because the market was so hot, and they did not have bikes to sell the general public. If you have every been to a large bike event you will seen, and test rode every bike on the market. At sturgis off lazelle street after you go under the Interstate there is a large motorcycle manufacturers lot with every brand you can think of,and some you have never heard of there signing you up to take test rides through Spearfish Canyon, and Bridal falls. If you ever have Friday thru at least Wednesday of and want a fun trip go to sturgis for the show.

 

[Firefly]

BRP went a different way to introduce and spread market awareness of the Sypder using the web, demo rides and lot of informal word of mouth advertising to get the word out. While I don't have actual numbers, to my knowledge, BRP has sold under 10,000 units worldwide. I wonder if they had used more traditional advertising methods, they might have sold more units. Any sales driven company will tell you sales = developmental dollars and the 2009 model might have actually been a different model and they may even have been able to release a touring version.

Reason I brought this up is our local dealer in San Antonio (Joe Harrison) had a 5X7 ad in the local paper this morning offering test rides and six spoke rims to anyone who purchases a new Spyder. I read the paper daily and I think this is the first ad I've seen in about a year the last one was for test rides. Joe's web site also posts pictures of all who buy one and to date they only have 11 pictures so 11 units sold.

I know this is an unusual "niche" product, but as we all know it is very cool and when people actually see it they are usually impressed. What would it evolve into if they had strong sales and development money?

Or maybe, we need to stay a secret club. I don't know.

Tony

Actually the way they rolled this out has increased demand more than a full-blown national advertising campaign would have. Create a low-level buzz - and it has worked great. There are over 12,000 Spyders worldwide - almost 10,000 of them in the US alone. Sales have far exceeded what BRP expected so soon. These numbers come from what I've heard - AND what is stated on the NHTSA recall information - which listed exact numbers.

At first they were only going to make 1,500 PE Spyders - then changed to 2,500. The actual number ended up being like 2632 PE units. They actually sold almost 5,000 Spyders the first year - twice what they had expected.

HD did similar marketing very well - create a demand and hold the price. Used to be you had to order a new HD and wait a year - was the common practice and it worked great for them. Now you can walk in and take your pick off the floor - hasn't worked out so well.

I saw Dee's marine had a 2008 SM5 with ZERO miles - so a brand new bike--- for like $ 14,000. So any 2008's still out there (non-PE's) can be had for a real deal.

 

[Dragonrider]

CycleTrader has new '09 SMs in Arizona for $12,999, which is a good value, and will turn heads. Selling '08's for $14+, when the instant loss is over $4K isn't....

 

[nater1]

Friends wife is a buyer at HD Capital drive, what HD claims is everyone refiance

Friends wife is a buyer at HD Capital Drive plant, and she said that in their Company meetings with the CEO type they claim the reduction in sales after a long stretch was because everyone that want a Harley refinanced their homes to make that purchase so now the are just keeping what they have, and for those not wanting the bike anymore are filling the market with great used deals.

 

[Firefly]

You didn't 'order' a new Harley. You got on a 'waiting list' (after a deposit) and waited for your dealer to receive the bike you wanted......I'd also say that tripling their production in the last several years was working great for them until things tanked. Don't know how much time you spend at the HD dealer, but the ones I frequent are still fairly busy, especially acc's, and service.....

Yup - and the accessory part of the business has been their saving grace - but in Michigan they are not selling a ton right now.

 

[jima1153]

I just saw a billboard from my dealer yesterday. First one i've seen. It was in Champaign, IL. A combo Spyder / sea-doo wet bike ad. It is 40 miles away from Hoopeston IL, but probably his closest large market. Hope sales go good for them. Good dealer!:yes:

 

[bone crusher]

Actually the way they rolled this out has increased demand more than a full-blown national advertising campaign would have. Create a low-level buzz - and it has worked great. There are over 12,000 Spyders worldwide - almost 10,000 of them in the US alone. Sales have far exceeded what BRP expected so soon. These numbers come from what I've heard - AND what is stated on the NHTSA recall information - which listed exact numbers.

At first they were only going to make 1,500 PE Spyders - then changed to 2,500. The actual number ended up being like 2632 PE units. They actually sold almost 5,000 Spyders the first year - twice what they had expected.

HD did similar marketing very well - create a demand and hold the price. Used to be you had to order a new HD and wait a year - was the common practice and it worked great for them. Now you can walk in and take your pick off the floor - hasn't worked out so well.

I saw Dee's marine had a 2008 SM5 with ZERO miles - so a brand new bike--- for like $ 14,000. So any 2008's still out there (non-PE's) can be had for a real deal.

Believe it or not, there was a PE of like 3600 on Ebay not so long ago...I didn't believe it when I saw it either...

 

[dltang]

Believe it or not, there was a PE of like 3600 on Ebay not so long ago...I didn't believe it when I saw it either...

Bone Crusher not sure how you missed it, but this has been explained many times and even recently, check out this thread Premier Edition revisited You will see exactly how that number is on a Premier Edition spyder.

 

[bjt]

You didn't 'order' a new Harley. You got on a 'waiting list' (after a deposit) and waited for your dealer to receive the bike you wanted......I'd also say that tripling their production in the last several years was working great for them until things tanked. Don't know how much time you spend at the HD dealer, but the ones I frequent are still fairly busy, especially acc's, and service.....

10 - 15 years ago, a co-worker was excited to be getting his new Harley. I asked him what color it was and he wasn't sure. He explained to me that almost a year earlier he got his name in the dealers waiting list for a Harley. When the dealer got a shipment from HD, they started calling people from the list to see if they were interested in the bike(s) without regard for color, options, maybe even models. So the dealer had called him and said he was getting in a few Harleys and according to my coworkers position on the waiting list, he was guaranteed a chance at one of the bikes. He told me he would take it no matter what color it was.

 

[TonyMac]

Wow! I didn't realize there was so much strategy in the marketing and release of a new cycle. This was very new to me especially the $1,000 down and waiting, but I'm glad I did. It will be interesting what sales figures do for the BRP development team's budget and what new features are available in the next models opcorn:

 

[nater1]

I have to say I am not as willing to by a second spyder since my issues

I have to say BRP my be be hurting their future spyder sales by releasing products before the bugs are worked out. HD did that twice once with the evo, which they were able to blow over because the demand was so great. But the issues with the first generation twin cam cause some upset customers, which is why Polaris is in the market, and doing ok.