Marketing failure

[Jetfixer]

I've been following the advance marketing info/hype over the 2020 RT models and feel that BRP has made an epic marketing failure. They've been riding and demonstrating the 4 prototype RT's all over the country showing them to dealers unannounced. But why wouldn't they let the dealers know in advance when they would be there so the dealers could also let interested buyers be there. BRP is dangling incentives like an extra years' warranty, etc. for pre-orders. I and I'm sure others, might have put deposits down if there had been a chance to see the machine in person to evaluate the changes and the colors.

We decided to visit our local dealer yesterday to see if there were any holiday deals on riding gear. In talking to the salesman, he said the the #2 prototype (the blue one) showed up at their door a week and a half ago, 30 minutes before they opened. The BRP rep demonstrated the bike, let them ride it, and left after about an hour. We discussed the marketing failure aspect of their visit. Not only did customers not get to see it and potentially put down a deposit, but the dealer missed an opportunity to sell leftover 2019 stock if those potential customers did not like the new model.

At last years Maggie Valley rally, the sponsoring dealer had the first Ryker before they were available for sale. There was so much interest in it, that they had to hold a lottery to be able to ride it, and even then, it was only around the fairgrounds, not on the road. That dealer has since closed, (family decision), but at their going out of business sale, they told us that having that Ryker in advance brought in many orders.

 

[blacklightning]

I agree with everything that you said. Whenever the yamaha truck is coming to town, it is announced at my local dealership in advance. That way potential buyers have a chance to see the actual bike, and not just read about it. They also get to talk to representatives from the manufacturer who are (or supposed to be) more knowledgeable. And yes, I was in Maggie Valley that year and the Ryker did get a lot of attention. Probably made an impression on enough people that they did go out and place orders.

 

[WisconsinDavid]

I also agree that BRP is not very adept at a great deal of things. They not only don't promote their Spyder line well, they are good at establishing a real lack of trust in their dealerships. They don't run a very tight ship as to quality of support. These kind of issues leave a lot of bad tastes in mouths and harm brand loyalty (and word of mouth). The Spyder is a great product... it just needs better promo/support behind it ... or at its price-point, it will falter and fail... in my humble opinion.

 

[ARtraveler]

Sometimes we all wonder about it.

I was hot to trot on the new 2020 RT in blue. Did not want to wait another couple months. Took the rebate and got a great trade-in price on a 2019 F3. And...saved about $3K in the process on the 2020.

 

[bayoubill]

I also agree that BRP is not very adept at a great deal of things. They not only don't promote their Spyder line well, they are good at establishing a real lack of trust in their dealerships. They don't run a very tight ship as to quality of support. These kind of issues leave a lot of bad tastes in mouths and harm brand loyalty (and word of mouth). The Spyder is a great product... it just needs better promo/support behind it ... or at its price-point, it will falter and fail... in my humble opinion.

you could say these exact words about victory, they are gone now.

 

[troop]

Gotta believe that if any of the Japanese manufactures jumped into the Spyder vehicle concept, BRP would be doing a whole lot of advertising...

 

[RICZ]

All very good comments and observations. As an ex Victory owner, I can attest to Bayoubill's post. If I was in charge of marketing for a vehicle, or any product for that matter, I would look at what the top seller is doing and imitate that. Maybe BRP feels they are in a field by themselves and don't need to promote like Honda and Yamaha do. Hell, I see more on my Facebook from CSC Motorcycles than I do BRP. That's wrong.

 

[Rob Rodriguez]

Maybe BRP feels they are in a field by themselves and don't need to promote like Honda and Yamaha do.

I would say that's not the case because they don't market their other product lines (sleds, watercraft, ATV's) very well either. I think they are just bad at marketing......have been for years.

 

[BajaRon]

I would say that's not the case because they don't market their other product lines (sleds, watercraft, ATV's) very well either. I think they are just bad at marketing......have been for years.

I believe that BRP expects the product to market itself. And, to an extent, that can happen. But it also goes both ways. A product, left inadequately promoted and supported, can also UN-Market itself.

 

[MRH]

I have to agree here. I attended the Ryker event, which for a while didn't even seem to be findable on their site or by calling BRP (I had needed to change times, and the links had all failed). They got mad if I even tried to ride it at a normal speed, so there was no way to test it out in any meaningful way, and the one dealer they had was marking it up $3K over sticker.

They had free food, and a nice display with great tech, but it didn't help me when I couldn't really test the ride out.

I'm thinking about a new RT, but I need to do a real test ride first. They have to get a new marketing department or agency, and be smarter with their marketing budget. I can't see that it would be that expensive to really stand behind their products consistently (they often do, but not always) and build the loyalty they need. Every Spyder they sell is the chance to sell two or three more over the next 15 years to that customer, plus who knows how many others on referrals.

 

[bhern]

To MRH re the Ryker event -- I don't know how much the individual events depended upon the dealer hosting them, but the Ryker event at my dealer in Boerne (Coyote Powersports) was certainly sufficient for me to experience the Ryker at appropriate speeds, etc. I was actually surprised at how lengthy the test ride was and that we were able to open it up several times along the way.

Which points to my more general point about marketing in this context: I've never owned a motor vehicle dealership, but I spent a decent chunk of my professional life consulting with enterprises that relied upon dealer/VAR channels, and that channel makes or breaks the customer experience. Good channel partners can overcome a lot of corporate idiocy and product issues; bad channel partners can't figure out how to give away free steak at a carnivore convention.

Based upon the drumbeat of complaints on here about dealer issues, and not to ignore some of the perplexing corporate behavior noted earlier in this thread, I think I'd wonder about strengthening that channel over just bringing in a new creative/marketing firm.

 

[LifeLongRider]

Gotta believe that if any of the Japanese manufactures jumped into the Spyder vehicle concept, BRP would be doing a whole lot of advertising...

I'd love to see Honda develop a Spyder type vehicle with a GL1800 drive train, flat 6, DCT trans and shaft drive - I'd be one of the first standing in line to buy one (but I'm afraid it just ain't gonna happen )

 

[IdahoMtnSpyder]

I'd love to see Honda develop a Spyder type vehicle with a GL1800 drive train, flat 6, DCT trans and shaft drive - I'd be one of the first standing in line to buy one (but I'm afraid it just ain't gonna happen )

They did show a prototype of the Neowing at the Tokyo Auto Show in 2015 but there is nothing on the Honda website about it now.

 

[UtahPete]

Just another BRP bash. On 'SpyderLovers.com' no less.

Go figure...

 

[ThreeWheels]

I'd love to see Honda develop a Spyder type vehicle with a GL1800 drive train, flat 6, DCT trans and shaft drive - I'd be one of the first standing in line to buy one (but I'm afraid it just ain't gonna happen )

From Hannigan

 

[RICZ]

I like that it has a front bumper. Wishing for one on my F3L.

 

[SilverFox1]

Good lord!!! There’s a lot of marketing experts on here.

 

[Big F]

I agree with all of the comments about how BRP does their marketing.. I feel another major problem/issue is with their dealer network.. Until BRP gets serious about who their dealers are AND makes them toe the line on their products, etc. they will continue to flounder with the products!!! we have a local BRP dealer that has ZERO Spyder gear for sale and when I see one of his display ads it never has a Spyder in the ad. Just all of the other bike brands, side by sides, etc. that they sell. so sad..
BIG F

 

[imfleck]

BRP doesn't sell millions of these machines and maybe they don't have the marketing budget to promote their product as much as everyone would like. Also, is the market for these reverse trykes really THAT big? I don't think so.

 

[ARtraveler]

I don't think its a "bashing." It is a good discussion that comes up from time to time. It is interesting to note the overall feelings expressed by many.

Not excited about the marketing dept and some of the things they do. Not excited about the dealership network. However, we continue to buy the product, because there is nothing else quite like it.

I am now on number six since they came out in 2008. Had the first one sold to a customer in Alaska. Have been with the product ever since.

PS. I used to teach a marketing class in college.