Ideas to Make Moto Guzzi More Successful?

[ohiorider]

How can you say that?  Have you been following Guzzi for more than a few years?

Guzzi was at a near all-time low in sales in the 2003-2005 time frame when the CARC bikes were first being shown.

We're talking 2000-2500 units per year low, due largely to Aprilia's mismanagement and the hydraulic lifter debacle.

Production quickly ramped up to 10,000 units in 2006/2007, thanks to Piaggio and the CARC bikes.  Then the recession came.  But that wasn't the fault of the CARC bikes.  Production fell back to around 5000 units in 2008/2009 with lots of unsold 2007/2008 bikes languishing on the showroom floors.

Stelvio NTX and Norge 1200 8V have been partners with the V7 Classics in helping Guzzi recover from the recession over the past few years to production levels in the 7000-8000 units range.

The Cal 14 is coming along, but its sales have only recently began to be significant.  V7 Classics are about 50% of current production.  The CARC bikes make up a large slice of the remaining 50%.  The Cal 14 a smaller slice, but coming on strong with the new models.

With the collapse of scooter sales in Italy, Aprilia had no money to sink into Guzzi in the early 2000s.  And, at Guzzi's low volumes, how could they justify such an expense?  That's why Piaggio ended up with Guzzi.  Piaggio bought its failing scooter competitor, and Guzzi just came along for the ride.  CARC was already in development at that time, the Griso having been shown in 2003.

Piaggio determined to make something of Guzzi and began pouring Euros into the facility in Mandello.  They could just as easily have shuttered it, with Guzzi suffering the same fate as Laverda...

I'm in agreement.  Whether or not Guzzi was chasing BMW with their CARC bikes, I believe these bikes are an incredible effort to bring Guzzi into parity with their major competitor, BMW.  Guzzi developed CARC, which provides an anti-jacking shaft drive without infringing on BMW Paralever patents.  They brought the 1151 up to hp and torque standards of (many) other bikes in their class.  And with the Norge, produced a sport tourer that was quite capable, as well as being one of the loveliest machines in its class.  Stelvio ..... what's wrong with that bike?  A bit heavy, but a lovely Italian version of an ADV bike.

Granted, my 2v 1200 Sport didn't break sales records, but sport tourers with low fairings come and go, and come back again (witness BMW R1200RS.)  This (my 1200 Sport) has been one of the sweetest bikes overall I've owned in over 62,000 miles. 500,000+ miles of saddle time, all bikes.  Not a world record for high mileage for sure, but I've ridden long enough to believe I can speak with some experience.

R59 .... in total agreement with you on this issue.

Bob

[giusto]

Hello,

When I was in NY over the holidays I stopped into a dealer MG dealer and was somewhat shocked to see only one single Guzzi in stock. Plenty of Duc's and others...so I asked..."why only one Guzzi?"
response

"Guzzi is impossible to deal with" "It's hard to get any bikes from them" and " I think we're done with them"

not very encouraging news at all...I believe there are always at least two sides to every story...but this is the story I heard from this particular dealer. Take it for what it's worth.

[rob-mg]

Hello,

When I was in NY over the holidays I stopped into a dealer MG dealer and was somewhat shocked to see only one single Guzzi in stock. Plenty of Duc's and others...so I asked..."why only one Guzzi?"
response

"Guzzi is impossible to deal with" "It's hard to get any bikes from them" and " I think we're done with them"

not very encouraging news at all...I believe there are always at least two sides to every story...but this is the story I heard from this particular dealer. Take it for what it's worth.

Which dealer?  If it was Gold Coast (pretty obvious that it was), it is in fact not in one of the burroughs. Gold Coast told me today that it is no longer a Moto Guzzi dealer, and also took the opportunity to say that it had "fired" Moto Guzzi. Meanwhile, it is an hour's drive from central Queens or Brooklyn, and a quite a bit longer drive from Manhattan, the Bronx and Staten Island.

The current New York City dealers are Vespa Brooklyn and the new Piaggio flagship store in Manhattan, rather more convenient and better outfitted.

"Take it for what it is worth."

I agree.

[giusto]

It was "gold coast"

They were still listed as Guzzi dealership and when I called they said they were..."come on down and have a look, we have a few"

I didn't say anything about Burroughs ?? I said NY, as in state of New York.

The comments are exactly those that I got when  when I visited

[rob-mg]

It was "gold coast"

They were still listed as Guzzi dealership and when I called they said they were..."come on down and have a look, we have a few"

I didn't say anything about Burroughs ?? I said NY, as in state of New York.

The comments are exactly those that I got when  when I visited

In other words, you went to an ex-Moto Guzzi dealer in the middle of Long Island and drew conclusions about Buffalo to New York City.

Hey, don't stop at Buffalo. You might as well include Corsa Meccanica in Toronto.

[giusto]

What conclusions?  really?

There was no opinion offered...purely a report of the last MG dealership I visited? BTW it sounds as though we got similar information.
 
Sorry guys...

last comment on this post.

gnite :)

 

[kingoffleece]

What's wrong with Buffalo?  We have a good GUZZI dealer here.

[rocker59]

  the air cooled engine is a dinosaur waiting for the meteor strike.   

Back in about 1982, I really got into motorcycles.  Subscribed to all the magazines.  Cycle, Cycle World, Motorcyclist, etc.

One thing I remember clearly from that time, 34 years ago, is how some of the writers went on, and on, about how air-cooled motorcycles were dinosaurs and soon to be extinct.

That was 34 years ago.

Last year, Polaris gave us a new Indian Chief with an all new engine.  And air-cooled engine.

Somehow, I think the extinction of air-cooled mills is still some distance in the future.

[keener]

Back in about 1982, I really got into motorcycles.  Subscribed to all the magazines.  Cycle, Cycle World, Motorcyclist, etc.

One thing I remember clearly from that time, 34 years ago, is how some of the writers went on, and on, about how air-cooled motorcycles were dinosaurs and soon to be extinct.

That was 34 years ago.

Last year, Polaris gave us a new Indian Chief with an all new engine.  And air-cooled engine.

Somehow, I think the extinction of air-cooled mills is still some distance in the future.

yep and if they are clever like the new Triumph T120 they will even look air cooled ..
Liquid cooled motorcycle engines are ugly IMO

[Murray]

Somehow, I think the extinction of air-cooled mills is still some distance in the future.

If the 1400 Aldcae I rode today is anything to go buy the sooner air cooled motors in the modern market are put out of their misery the better. I'll put up a longer spiel when I get the time.

[vstevens]

Speaking of younger buyers for motorcycles...
My daughters and my son, most in their twenties, are very interested in my V7 stone.  In fact, my middle daughter accompanied me to the dealer when I purchased it and has 'claimed' it as hers...  and I'll give it to her once she completes a safety course.  She looked around at the new Italian and assorted other bikes and commented favorably on the smaller, lighter, motorcycles.  She really liked the Ducati scramblers and smaller sport/naked bikes.  The Carcs and 1400's didn't appeal to her at all.  To her, they all looked "fat" and heavy, cumbersome.  I like them myself, though I'm not sure I want to push around a 700 pound bike. 

Of course, her anecdotal commentary isn't representative of the general public... but she already has friends (girls and guys) that ride.  The guys tend to ride HD and the girls (smarter creatures, really) tend to gravitate toward smaller, lighter, standardish bikes... or the small sporty bikes from Honda and Kawasaki and the like. 

My youngest daughter (only 20) really likes motor scooters, especially the Genuine Buddy line and the smaller Vespas.  I can see one in her future. 

But my son, the oldest, is hot for a Griso.  The sound, viscerality, and style, and 'manliness'.  He only knows about Moto Guzzi because of me.  Otherwise, he would be squarely in the HD camp. 

I guess my point is... to appeal to a younger generation, the smallblock V7 and V9 might be exactly what guarantees MG a future.  Frankly, I'd like to see a V7/V9 developed line of bikes that might compete with the Honda 500f, 500x, etc.  A V7 adventure style bike?  I'd be on it.  And the 1400 bikes could simply be the more 'masculine' bikes aimed at the two up touring and cruising crowd.  Perhaps that is the direction they are going.  Time will tell.

[TBShorty]

I stopped at the Moto Guzzi dealer yesterday on the home from work to inquire if they had any info on the V9 Roamer.  Salesman tells me he hadn't heard about any new Moto Guzzis coming any time soon.  Then he takes me aside to say the dealer is probably going to drop Moto Guzzi.  They sold a handful of V7s and one Cali1400 last year.  They were considering dropping the whole Piaggio line to make room for more Ducatis which sell within days of coming off the truck.  Then they got a letter from Moto Guzzi telling them they are in danger of losing the franchise because they don't have at least one model of all Moto Guzzi on the showroom floor or at least available for test rides.  This is a BMW, Triumph, Ducati, Vespa and all Piaggio bikes.  He says they will honor the warranty on my V7 and they can order any new Moto Guzzi I may want.  Then I walked over to the Triumph building and got to sit on and fondle a new Street Twin.  Hmm.

[LowRyter]

I wonder rather than keeping Guzzis in the Dallas warehouse, it they'd be better off shipping them and eating some the dealer's floor plan budget?

[canuguzzi]

If younger or new to the sport riders can't walk into a showroom and see, ride and buy...guess what?

[JeffOlson]

I wonder rather than keeping Guzzis in the Dallas warehouse, it they'd be better off shipping them and eating some the dealer's floor plan budget?

I like that idea! Why not? Piaggio/Moto Guzzi are already discounting bikes thousands of dollars to move them. Why not help dealers with flooring and actually (hopefully) boost sales? You can't sell what the public can't see.

[LaGrasta]

More local dealers. What better than a cycle shopper walking into a dealer and being pleasantly surprised by the brand?

[LaGrasta]

I finally read all the remarks, after I posted my prior comment. They point to what I originally suggested, dealer network is too small and too difficult. I make a habit of stopping at any MG dealers while traveling and I hear the same, difficult, short on stock, comments. Most have a couple of bikes on the floor at most.

Living here in SoCal, I stop by http://www.socalmotorcycles.com. It's a dealer that specializes in selling anti big-four. When asked about why no MG, they comment the same as others have stated, MG makes it too difficult to become a dealer.

[bad Chad]

Here in Chicago we have three local dealers.  If you want to see a new Guzzi, one of them will have what your looking for.  Its nice to have a choice here.  As a buyer you can go to two out of the three and likely buy on price.  Meaning they will deal on bikes big time, depending on time of year, inventory, incentives and so on.  Or you can go to the third dealer, and buy a perfectly set up Guzzi, thats been gone over with a keen eye, and still get it for a very fair price, and have the lasting enjoyment of being part of a group of buyers that  get the best from the best.  Choices are a great thing to have!  Hell, we need some good things for settling to live in northern IL!

[canuguzzi]

Can't lay all the blame on MG though, dealers too need to invest in their own businesses and that means doing things a little different when selling Moto Guzzi than say Honda's or other brands.

Most people know the Honda, HD and other prominent brands. Sitting in your are and hoping someone has an epiphany and decides to by a Moto Guzzi isn't a plan.

First, dealers have to recognize and react to the fact that MG riders are somewhat different that riders of mainstream brands. Since there are relatively few of them compared to other brands, it amazes me that some dealer hasn't figured out how to turn existing customers into ambassadors for the brand they are selling.

Does it take more than simple effort to ask existing customers if they'd be willing to provide some guidance to those thinking about buying a MG? Of course that does present a problem in itself, if owners avoid dealers for service like the plague is that someone you want to ask? Probably not.

Have a Guzzi day and put out some local advertising. Then invite MG owners who actually see a benefit of having a dealer local instead of saying they are mostly putzes because they aren't selling old models or stocking bias ply tires for their antiques. Follow the lead of some car dealers who manage to sell cars for an investment in hot dogs and drinks.

Put on a semi annual service clinic with slightly discounted common services and then have the brains to have qualified techs doing the work.

Ever see a billboard for MG bikes? Remember, I'm referring to new to motorcycling buyers or in the market buyers. Not everyone runs to the Internet or sits on Facebook but almost everyone drives down busy street, probably often.

[jbell]

Back in about 1982, I really got into motorcycles.  Subscribed to all the magazines.  Cycle, Cycle World, Motorcyclist, etc.

One thing I remember clearly from that time, 34 years ago, is how some of the writers went on, and on, about how air-cooled motorcycles were dinosaurs and soon to be extinct.

That was 34 years ago.

Last year, Polaris gave us a new Indian Chief with an all new engine.  And air-cooled engine.

Somehow, I think the extinction of air-cooled mills is still some distance in the future.


Rocker, I sure hope you're right.  But if not a dinosaur, what do you call a 700# motorcycle??

[rocker59]

First, dealers have to recognize and react to the fact that MG riders are somewhat different that riders of mainstream brands. Since there are relatively few of them compared to other brands, it amazes me that some dealer hasn't figured out how to turn existing customers into ambassadors for the brand they are selling.
 

A Victory dealer here took on Aprilia/Guzzi in 2008 at the peak of the high gas price/scooter craze here.

At an open house, we had at least a dozen Guzzisti show up.  From up to 200 miles away!

They pretty much treated us with suspicion and contempt.

Several of us locals tried to do business with them for parts and accessories over the next few months, with no success.

It wasn't long before they would disappear to the back when a Guzzisti would walk through the door.

They remained a Guzzi dealer for less than a year.  I'm not sure if they ever sold a new Guzzi.  They did sell a used V11 Cafe Sport that they had taken on trade for a Victory.  I think that was it...

Dealers can be their own worst enemies sometimes...

[Groover]

Does anyone know why dealers find it difficult to work with Moto Guzzi? It's a little vague. Is it a language barrier, business culture difference, difficult to order?

Just wondering.

[Dean Rose]

Does anyone know why dealers find it difficult to work with Moto Guzzi? It's a little vague. Is it a language barrier, business culture difference, difficult to order?

Just wondering.

I think we need to look at the big picture here. Only ten percent of the bikes made by Moto Guzzi are imported to the USA. So they don't have any problem selling the ones they make. Also I don't believe they want to be like Harley Davidson/Honda/Yamaha & etc. I've heard that they sell more bikes in Germany than anywhere else does that tell you something.


Dean

[LowRyter]

Can't lay all the blame on MG though, dealers too need to invest in their own businesses and that means doing things a little different when selling Moto Guzzi than say Honda's or other brands.

Most people know the Honda, HD and other prominent brands. Sitting in your are and hoping someone has an epiphany and decides to by a Moto Guzzi isn't a plan.

First, dealers have to recognize and react to the fact that MG riders are somewhat different that riders of mainstream brands. Since there are relatively few of them compared to other brands, it amazes me that some dealer hasn't figured out how to turn existing customers into ambassadors for the brand they are selling.

Does it take more than simple effort to ask existing customers if they'd be willing to provide some guidance to those thinking about buying a MG? Of course that does present a problem in itself, if owners avoid dealers for service like the plague is that someone you want to ask? Probably not.

Have a Guzzi day and put out some local advertising. Then invite MG owners who actually see a benefit of having a dealer local instead of saying they are mostly putzes because they aren't selling old models or stocking bias ply tires for their antiques. Follow the lead of some car dealers who manage to sell cars for an investment in hot dogs and drinks.

Put on a semi annual service clinic with slightly discounted common services and then have the brains to have qualified techs doing the work.

Ever see a billboard for MG bikes? Remember, I'm referring to new to motorcycling buyers or in the market buyers. Not everyone runs to the Internet or sits on Facebook but almost everyone drives down busy street, probably often.

I think that's a pretty important concept.  Get the riders involved with dealers with events. 

I know Brookside has a couple of bike shows a year with music and food.  The local BMW/Ducati/Triumph store has free food on Saturdays and are generous with the test rides.

[blackcat]

My local dealer gives free food,test rides,etc.etc. The manager is a friend of mine but most of the salesman don't know anything about MG, as an example, if someone is interested in a Stelvio they try to up sale them to a BMW GS, Norge to an RT so basically the bikes are used as bait for higher priced sales. The only dedicated MG salesmen is the manager, so if he isn't around or dealing with something else the salesmen ignore the buyer or can't answer the questions. I don't give it much more time before MG is gone.

And the head mechanic hates Moto Guzzi, so why should I take my bike there for service?

[rocker59]

For many years, now, Piaggio has pretty much been making any dealer who wanted Aprilia and its scooters also take Guzzi.

What happens is you end up with lots of dealers who do not want to be Guzzi dealers, but who really just want to sell some Aprilia scooters.  So, the Guzzis languish on the floor.  And, anyone who is interested in Guzzi gets snubbed or upsold.

PGA should really consider only giving Guzzi dealerships to dealers who WANT them.  It will reduce the number of "Dealerships", but in will increase the quality of the dealerships.  And, I'll take quality over quantity anytime.

[LowRyter]

agree Rock.  There are legacy dealers and with established riders that like the brand.

They should help those guy out and build the brand from there.  Hey, look what they did to our friends in Houston!   

[JBBenson]

I have been doing just that.

As a film production designer, I am responsible for the "look"  and for setting the scene, and I recently got 4 brand new bikes for a big commercial shoot: California, Audace, Eldorado and a V7.

I got all black ones, for a group of bikers in a crowd scene. The actors were real Harley guys, but they really liked the MG's, as did everyone else. They looked really amazing all lined up, and were a better choice than Harleys, as the well known ad campaign is about being unique.

People have heard of Moto Guzzi, but they never actually see one, and when they do they are impressive. I don't even like cruisers but I want the Audace.

Look for it soon. I will post it as soon as it airs...

Here it is:

http://adsoftheworld.com/media/tv/dos_equis_mission_to_mars

OK, the bikes weren't featured that much but I sent it to the Piaggio rep here in CA, they should try to milk it.....why not?

[Joliet Jim]

Ok it will never happen but

Better owners group with factory backing support.

Aprilias become all scooters, premium scooters are Vespas

All bikes are rebranded as Guzzis, Moto is dropped from name

You get a guzzi super bike, sport bike, sport tourer, automatic, naked hooligans, et.

[SED]

Here it is:

http://adsoftheworld.com/media/tv/dos_equis_mission_to_mars

OK, the bikes weren't featured that much but I sent it to the Piaggio rep here in CA, they should try to milk it.....why not?

That is awesome!  And funny and it's great that the cast liked the bikes.  Way to put your money where your mouth is.