Does it make sense to keep spending money on the competition?
Does it make sense to keep spending money on the competition?

Last week Kevin Ash published on his blog, Ash on Bikes, an article in which he gave his opinion on how brands are facing the current economic crisis. We are going that deep down what it is about is a reflection on the well-known phrase that by winning races on Sunday you will sell motorcycles on Monday. A phrase that with the times seems to be losing all its meaning.

Taking a look at the list of the best-selling motorcycles in Spain so far this year, as we did in the first quarter, among the ten best-sellers all are Scooters, and there are only two that exceed 125. You have to get to the fourteenth place to find a 650cc motorcycle. The outlook is shocking and with the tax hike in preparation for September things are looking even worse. But we'll talk about this later.

According to Kevin Ash's article, there are studies that say yes only 10% of car users circulated on a motorcycle, the time invested by road users in their journeys would be reduced by 40%. Riding a motorcycle is much more efficient than riding a car, because it pollutes less. And it is also much safer than doing it in public means of transport, which move you more efficiently, but you have to go to the collection points.

All this could mean an increase in motorcycle sales, but nobody seems to realize it. Because nobody invests money in advertising campaigns for the general publicMeanwhile, a lot of money is invested in maintaining racing teams that have a discreet media coverage. What may sound strange to us is quite true. How many people on the street are up to date with the results of MotoGP or Superbikes? We could ask the question of those who stop at a traffic light and are riding a motorcycle. Most are not interested in racing or competitionWhat interests you is that your motorcycle takes you to and from work.

A few weeks ago Ramon Forcada (Jorge Lorenzo's chief mechanic) justified the MotoGP World Championship in technological competition. Let's think about how many of the MotoGP improvements apply to a 125 Scooter? The abs? Any more? And how many Superbikes like Ducati Panigale or BMW S1000RR are sold annually? Does it really make up for the big buck that goes into developing those bikes when the market is stuck in utility vehicles?

Another piece of this technological puzzle is the displacement segmentation that has been done in Europe. At the bottom we find a wide range of 125 cc motorcycles, although most are utility scooters. Some 250 cc motorcycle, but really the offer is scarce, from there we jumped to 600 cc, a segment that has been stagnant for a few years without any news for a long time. The 750cc class, which was once the symbol of sportiness, has completely disappeared to climb a step up to 800 or 900cc but now they are no longer the uncompromising sports bikes of a few years ago. And finally we find the Superbikes of one liter or more of displacement with horses to put the most painted in trouble and a lot of technology to dominate them.

Scooter jam in Asia

You only have to take a look at the sales in Asia to realize what the near future is going to be like.. The motorcycles manufactured in large quantities were born to jump-start the economy of the countries devastated in World War II. If that economy is now sinking again, it does not make sense that they continue to invest large amounts of money in competitions that only remotely affect sales. I am with Mr. Ash who has much more impact a positive test in the specialized press than a victory in the MotoGP race on Sunday. And it is undoubtedly much more beneficial to have good press and a reputation for trustworthiness among the fans than to put thirty seconds (or a thousandth) to the competitors on the track.

Gone are those times when You bought a Suzuki GS 500 E and you thought you were Kevin Schwantz. Now whoever buys a motorcycle does so because it is a practical, economical and utilitarian vehicle. Not because it is the prettiest or the fastest or the one that most closely resembles the bike you can see on a racing Sunday. So why are they going to keep throwing that huge amount of money in the competition. Competition that others is also at a crossroads because it is losing its hook and interest for the fans. Let's see if in three or four years we see a way out of this situation, because today everything is too gray in color. You, who are fans of motorcycles, what do you think about the subject?

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