Ideas to Make Moto Guzzi More Successful?

[JeffOlson]

If I were king...

1. Co-marketing: Moto Guzzi should team up with Triumph here in the US to market their bikes. They are complementary, and MG could benefit greatly from the expanded dealer network. I would really love to see Latus Harley-Davidson/Triumph add Moto Guzzi (and I know at least one of their salesmen who would love to see that, too, because he could then ride a Moto Guzzi to work).

2. Warehousing: Make AF1 Racing the official warehouse for Piaggio parts in the US (they already are unofficially), and fill them up with stock. No more waiting for the slow boat from Italy.

3. Training: Train some techs!

4. Focus: If the V7 line were 50% of my sales, I would focus on developing and expanding that line, including doing more of what Moto Guzzi has started to do with optional add-on parts (a la Triumph with their modern classics). Remember the 80-20 rule: 80% of your customers generate 20% of your income (and take 80% of your time), while the other 20% generate 80%.

What have you got?

[Groover]

I think your points are good. I think they should do commercials; Online ads, Youtube ads, TV ads, etc. Most people never heard of the brand. I don't even think there is an ad here on this site... 

I do think that being part of the Piaggio group is great already for Moto Guzzi.

They just need to make people want a guzzi, and that's done by advertising & brainwashing 

Edit: My observations on people who know the brand: Typically older folks know the brand (people in their 80s), then people I work with whom range from 20-60 have never heard of the brand and I have to repeat the motorcycle brand name "s l o w l y" so they can try and remember it...

That said, whatever they did initially was working well as far as brand recognition goes, what they have been doing lately isn't all that successful.

[NCAmother]

1. Take risks
2. Start collaborations with other companies, I.E. Tesla Guzzi electric motorcycle, Guzzi Ferrari super bike, etc.
And if they fail at both, at least it will be historical (good or bad)

[arveno]

More successful ?

A new owner or company has to buy it from Piaggio

that way there won't be internal competition with Aprilias ..... 'nuff said.

and let M. Galluzzi go.....

[canuguzzi]

In the USA they could spend a few dollars and stick a few bikes in a trailer and tour the country. Pull the trailer behind a DP motorhome with full body ad art.

But first they need to acknowledge that they exist because of customers and not because they grace our presence with theirs:

1. Go the extra mile for your customers. Don't weasle on warranties. If an owner has an issue, don't make them go cross country for a claim when no dealer is local, they took the money right? Make it smooth and easy.
2. Make amends with dealers. Treat dealers right and dealers treat customers right.
3. Set a clear direction for the company. Just what is a Moto Guzzi these days, a 70s era bike or traditional bikes moving into the current century?


Moto Guzzi has everything to gain. The engines are marvelous.  The owners are passionate. Support that.

Customer service doesn't have to.mean giving the store away, it means being responsive, fair, involved, helpful and interested.

Realize that buyers have choices and you can't really sell something if it isn't available.

Understand that the owners who are satisfied with a 70s, 80s or 90s and early 2000s Moto Guzzi are not the customers that keep the company afloat, it is buyers of current models. Recognize that those who contribute to the yearly bottom line are the ones to chase. 

Repeat customers mean repeat revenue. A customer who buys once and then recycles the used market isn't putting money in the company's coffers.

Where is the Moto Guzzi customer loyalty program? Just because you say a MG is durable doesn't mean buying a new MGdetracts from that.

Where is the Moto Guzzicustomer satisfaction survey for owners of current models? If they aren't asking what current model owners think then what can they possibly know?

[Perazzimx14]

- Keep a very limited dealer network
- Do not stock or warehouse parts in the the USA and stock no more than one of a part so it can then be on backorder for the next person
- If there is a valid warranty claim do not authorize the repair for 6 months and then let the owner know parts are backordered for 3 more months.
- Install warranty parts but make the owner pay for labor
- Deliver new model year bikes in the 4th quarter of that same year just in time for winter.
- Make very small changes from bike to bike so that they are like fingerprints
- Use names that make no sense or names people don't know how to pronunce. Or name the bike after something slow and heavy.


Do the opposite ^^^^ of what they are currently doing and never ever use the god awful tear drop shaped gas tank again!

[Rox]

Guzzi just has to get bigger displacement  and bolder retro designs. Especially if they're scrapping the CARC line.

[John Ulrich]

In the USA they could spend a few dollars and stick a few bikes in a trailer and tour the country.

They used to have that........ until the MN group "sunk" it at the Nationals in 2007.  It now rests in a field south of Money Creek.

[pebra]

Hell, all they need is a decent business plan and long-term commitment.
They could probably copy large parts of Ducati's and Triumph's business plans, they both came back from obscurity and got decent market shares.

[LowRyter]

they need to work on the dealer network.  Perhaps co market with Aprillia.  It might work, actually Yamaha made a Star Brand to differentiate Yamaha.  But more dealers and better service.

Marketing should leverage around the Rallies and Message Board.  They've a got a loyal fan base but you'd never know it since they don't seem to communicate here.  (probably liability adverse) 

as for products:
Moto Guzzi needs a 1200-1400 Sporting Bike, not a full on track bike- probably a naked Sport to replace the Griso and a new LeMans (half fairing).  They need to expand the Cal 1400 into something like a Beemer RT or an RS (new Norge), not another Custom Cruiser Clone- they've already got it covered.  And update the Stelvio.  Finally, a retro big block standard. 

Looks like they've got the small blocks covered with products.

[Perazzimx14]

Hell, all they need is a decent business plan and long-term commitment.
They could probably copy large parts of Ducati's and Triumph's business plans, they both came back from obscurity and got decent market shares.

But Ducati and Triumph went after a younger demographic with "sporty" bikes.

[oldbike54]

they need to work on the dealer network.  Perhaps co market with Aprillia.  It might work, actually Yamaha made a Star Brand to differentiate Yamaha.  But more dealers and better service.

Marketing should leverage around the Rallies and Message Board.  They've a got a loyal fan base but you'd never know it since they don't seem to communicate here.  (probably liability adverse) 

as for products:
Moto Guzzi needs a 1200-1400 Sporting Bike, not a full on track bike- probably a naked Sport to replace the Griso and a new LeMans (half fairing).  They need to expand the Cal 1400 into something like a Beemer RT or an RS (new Norge), not another Custom Cruiser Clone- they've already got it covered.  And update the Stelvio.  Finally, a retro big block standard. 

Looks like they've got the small blocks covered with products.

 They could at least pay some of the bills here 

 I agree with what John is suggesting re models and marketing . Not holding my breath for any of these changes , but maybe at least the mothership could implement a couple of these ideas .
Take a  John .

  Dusty

[segesta]

Define "successful." Really. Because the most traditionally "successful" motorcycle company in the USA is basically a t-shirt company that happens to sell motorcycles. Harleys have become really good (though vastly overpriced), but I'm not sure that's what I'd want Guzzi to become. I happen to LIKE being the only person I'll see all summer on a Guzzi.

[Vagrant]

there is a simple, proven formula. I have owned and or been associated with at least 6 different successful wholesale distribution business. most selling Stihl (German) products. selling to full service retail accounts just like the Guzzi dealers we have now.
first the distributor has to own the business so he has his personal money tied up and has to be successful. factory owned will never be successful because they just want to do the minimum to stay employed.
next you need 2 things. #1 a foundation of dealers who care about the product more than money. Guzzi has had a lot of these and has screwed most of them until they gave up. #2 is parts inventory. Distributors have to have all parts in stock and the order needs to be shipped to the dealer in NO MORE THAN 24hours! units need to ship in 48 max.
this is called a foundation and just like building a house or skyscraper the foundation is where you have to start.
lots of things come next like total warranty support, additional dealers that have room to grow etc.

[jbell]

They used to have that........ until the MN group "sunk" it at the Nationals in 2007.  It now rests in a field south of Money Creek.

Brilliant marketing.   Hmmmm, no graphics or pictures, just a name.  So only about ninetyyyyyyyfive percent of people who saw it had no idea what a "Moto Guzzi" is. 
Yep, advertising is what is needed.  Product placement in movies, TV and ads.  In a word, awareness.  Oh yeah, product to back it up. 

[canuguzzi]

Getting publicity isn't all that hard, gotta have something behind it or some press is worse than no press.

We have it all wrong. Moto Guzzi knows what needs to be done, they aren't ignorant of good business practices.

The people running the company know exactly what they are doing and why. It is just that we don't know, nor are we likely to know, ever. 

[willowstreetguzziguy]

In sports, there are teams that usually win and those that have a formula for NEVER winning.

Example: Cleveland Browns (football), Chicago Cubs (baseball). The New England Patriots turned it around because MANAGEMENT CARED and decided to invest the money. There are other businesses and teams that generally make good decisions and others that seem to always manage to make the wrong decisions. They snatch defeat from the jaws of victory. They do the same things expecting different results. That's insanity. 

I get the impression from reading 1000's of posts that we the MG owners feel like they don't listen to us and don't really care about what we think. Harley Davidson on the other hand is a great success story because they care about their owners, they listen to them, and they invest the money.

Until that happens with Moto Guzzi...  Good Luck!

[krglorioso]

Draft Pete Roper to Mandello as chief of quality control and warranty claims approval.  But, don't tell him I said so.

Ralph

[AH Fan]

Define "successful." Really. Because the most traditionally "successful" motorcycle company in the USA is basically a t-shirt company that happens to sell motorcycles. Harleys have become really good (though vastly overpriced), but I'm not sure that's what I'd want Guzzi to become. I happen to LIKE being the only person I'll see all summer on a Guzzi.

Agreed ............ In the world of suits and yes men,You all might want to be careful what you wish for.

Ducati is a perfect Italian example.......... you cant have it both ways unfortunately.

Ciao.       As you were gentlemen.       

[nbags]

its all about the customer ,guzzi dealers can only do so much when a three month old bike has issues and it will take two weeks to get the parts is not acceptable.Ihave an 2002 guzzi with an outstanding recall and nothing ever got gone dealer did all he could but no help called guzzi my self all i got we will call you back but nothing again.How about participating in the motorcycle show,last few years the guzzi dealer put up a display him self at show which just does not seem fair.They are going to have to reach in their pockets and advertise .Most people out there don't even know what a moto guzzi is.just my opinion.

[Dean Rose]

Maybe Fiat should buy Moto Guzzi. We all know how good the Dealer network and part supply for them is here in the USA.


Dean

[canuguzzi]

If good customer service, a good dealer network and parts and service availability means having it both ways, yes, it is possible and the way it should be.

I wonder if the HD bike owner frets over not being exclusive when they need a part and its available, when there is an entire aftermarket industry that can and does make virtually anything imaginable for every HD ever made so that the most common HD can be made into something no else has.

Oldest trick in the book, telling someone that to get something you need to give up something unrelated.

How does seeing someone else riding a Moto Guzzi diminish the one you have?

Want exclusivity and want to be unique? At the next rally, instead of eating some great BBQ, sit at the table with a glass of nonfat milk and a bowl of kale salad without dressing and a burlap napkin.

[Two Checks]

You won't get a better dealer network until the factory stops screwing the dealers.
Remember when Guzzi started adding dealers? They put them almost next door to existing ones. Then they ignored both.
It's easy to say the dealers should care more aboutthe bikes than money when it's your bike and their money.

[O]

700-800 bikes sold per year in the U.S., and a fair amount of those deeply discounted, is never going to maintain a robust dealer network.  Nor is it worth any kind of serious advertising investment.  Even if MG somehow miraculously doubled sales worldwide, this still wouldn't translate to more than several hundred more units stateside, just a balance sheet error for any of the larger manufacturers whose dealership ubiquity we envy.

We in the U.S. love a tiny, niche, eccentric little brand, of which we are a miniscule 10% of sales.  MG doesn't compete on horsepower or the latest electronic doo-dads, so good luck ever grabbing a significantly larger piece of market share.

I'm just thankful they're still shipping bikes over the pond. 

Alright then, recommence with gnashing of teeth, etc. 

[Groover]

Additionally, they need to go back to bold stick logo 

[blackcat]

Make the equivalent of the Thruxton and they will get plenty of free press.



The last time MG received some exciting free press was when they showed the MGS01 and then they crapped out. 



Is there any buzz on this bike......not really.



Good dealer network would be great but they need to build the bikes based on the fact that the vast majority of the dealers don't know shit about how to service the bikes. In my case, the local dealer's head mechanic hates MG,(BMW snob) so why would i ever bring my bike there.

[vstevens]

Perhaps if BMW bought MG?  Better dealer network and customer service, parts availability, etc.  Seems BMW supports their dealers ...

Maybe not, just a thought.

[Triple Jim]

Build big block standards, similar to the V7 line.  That is, modern versions of the T3, Mille GT, etc., and keep them light with good performance, fuel economy, and range.

[PJPR01]

Perhaps a small delegation of WG members with a knack for diplomacy, persuasion and technical skill could fly to Mandello this year for the 95th anniversary and enjoy the time there to visit and share concern about the current state of affairs of Guzzi N.A.

I'm sure we can find a few of the head chieftains at Guzzi with whom to have a conversation and provide some feedback on how Guzzi Italy and Piaggio N.A. are managing the relationship with Dealers/Customers etc.

[swordds]

Personally I think MG is the modern equivalent of the airhead that BMW abandoned. I  had to work hard to get a MG. When I first started shopping MG wasn't even on my radar screen. I knew I  wanted a standard or UJM, air cooled (I've since had a change of Hart), under 450 lbs, 600 to 800 cc, ABS, EI, FI, decent cruising range, comparatively long service intervals and easy maintenance, not too tall (I am only 5'8 ") and I considered shaft drive a definite benefit. Anyway, MG was the only motorcycle I found that checked all those boxes. I probably missed some motorcycles (?) but certainly a Triumph or BMW  or to my knowledge at the time a Honda could not check all those boxes. Locating a dealer was another trial. The MG website didn't tell me anything except that there is none "in my area".  I was pleasantly surprised to find one "only" 200 miles away. Still they should at least provide an option of letting me select a distance range that I would consider to be within my area.  Now that I own one (a V7II Stone) I think the big advantages over all other almost equivalent motorcycles are: lighter weight, shaft drive, ABS as standard, comparatively easy maintenance (esp valve adjustment and no chain and no water cooling system). Unfortunately motorcycle magazine reviews don't seem to highlight those aspects, they only seem to focus on the very subjective "how it feels attacking the twisties" with the winner going to the bike with the biggest advertisement in that particular issue.