It's encouraging to see that while some companies are worried about how to stay afloat in these tough economic times, other companies are looking to expand their product line in anticipation of better times ahead.
INTRODUCING A NEW LINE OF MOTORCYCLES
At a press conference late Monday, the CEO of Johnson
Marine, makers of Johnson outboard marine engines and other
recreational equipment, unveiled a new line of heavyweight
cruiser style motorcycles designed to compete head to head
with industry leader Harley-Davidson.
Peter Long, Johnson's Brands Marketing Manager said, "We
have studied the market and determined that Harley, while
highly successful, has narrowly missed the mark when
targeting motorcycle buyers." Long added, "We at Johnson
are convinced that our product hits the target dead center
and promises to draw sales away from Harley-Davidson in a
way no other motorcycle has been able to accomplish."
The new line of bikes, marketed under the name Big Johnson
Motorcycles, will, according to Long, deliver what Harley
has only promised. "Our research show that this, a Big
Johnson, is what Harley buyers are really after."
At the unveiling of the new line Monday, several current
Harley owners agree. "When I bought my Harley, what I
really needed was a Big Johnson," said one Harley
owner. "But I see now that riding a Harley is no
replacement for having a Big Johnson."
Manager Long also said that his company would follow the
lead of Harley-Davidson and cash in on a huge market for
non-motorcycle related products. "We realize that not every
guy can have a Big Johnson," said Long, "But image is very
important to people. If they don't have a Big Johnson, they
at least want to project the image of having one."
Asked if he anticipated Big Johnsons showing up in the
hands of Harley owners, Long said it was unlikely. "I just
don't see the need to have a Harley if you have a Big
Johnson," he said. "And I can't imagine someone who spends
all their resources to acquire a Harley having a Big
Johnson. I think it boils down to this - You either have a
Harley, or you have a Big Johnson, but you are not likely
to have both."
"Given the choice," said Long, "I think most guys will opt
for the Big Johnson."
Another force driving sales for the company will come from
women. A survey of the wives and girlfriends of nearly
1,000 potential motorcycle buyers indicates less than 5%
would approve of their partner spending $20,000 on a Harley
Davidson. But, when asked if they would be willing to pay
the same amount of money to get their partner a Big
Johnson, nearly 4 out 5 thought that would be money well
spent.
One female present at the product unveiling was quoted as
saying, "There is no way I will let Lonnie drop 20 grand on
another one of those Harleys, but 20 grand to get him a Big
Johnson? Well, that's something we could both enjoy, and
it's something he really needs."
Carla Roundheel, manager of the dealership network now
being established, said her motto is simple. "I service
what we sell. "Big Johnson Motorcycles will be traded on
the New York stock exchange under the abbreviation PNSNV.