{"id":106,"date":"2007-09-13T12:13:26","date_gmt":"2007-09-13T16:13:26","guid":{"rendered":"http:\/\/siebenthalercreative.com\/blog\/?p=106"},"modified":"2007-12-31T12:25:00","modified_gmt":"2007-12-31T16:25:00","slug":"building-brand-buzz-ktm-rewrites-the-book","status":"publish","type":"post","link":"https:\/\/siebenthalercreative.com\/blog\/building-brand-buzz-ktm-rewrites-the-book\/","title":{"rendered":"building brand buzz – ktm rewrites the book"},"content":{"rendered":"

\"x-bow<\/a>\"ktm\u2019s<\/a><\/p>\n

With the mixed bag of marketing news currently rolling in – TMC to cut shipments, overall growth down in most markets – the swath KTM’s cutting in the media and the showroom is nothing short of astounding.<\/p>\n

For a brand that’s seen its share of rudderless drifting, what’s happening now is something the Big 3 US automakers wished they could channel. Editorially, KTM’s all up in everybody’s face these days. And these days it’s orange and black. No, not over there. Over here. Lets take a look at this bad boy badge.<\/p>\n

Long known as an off-road outperformer, KTM currently owns the Dakar franchise every way from sundown and has Baja firmly in its sights. Their iconic 450 is the darling of off-road editors across the board. They’ve just introduced a new sports quad that oozes sex appeal. But the most audacious crossover has to be the X-Bow concept car introduced at the Geneva auto show.<\/p>\n

Lets walk the powersports evolutionary time frame back a few feet. Bombardier Can-Am BRP spends much time and money on their 3-wheeler front-steer rear-push Spyder trike. Neat you say, but why? Over the top web site, attention to detail, thrills galore. But why?<\/p>\n

Now comes X-Bow, which is, apparantly, destined to be fully licensable in Europe. And is promised by management to be here sooner, not later. This is real outside-the-box thinking, a four-wheeler that’s unmistakably auto but not automotive in heritage. This could only have come from adventure riders, not boulevard drivers.<\/p>\n

When you recall predictable marketing floperoo’s like Corbin’s Sparrow<\/a> – a veritable textbook of goofs and gaffes that made the DeLorean look like the new Mustang – it’s hard to pin down the defining difference between inspired and just tired. Make no mistake: X-Bow, if it can navigate the twists and turns of the governmental approval process, stands to emerge as a monster hit for Europe’s second largest motorcycle manufacturer – it says so right on their web site – complete with the throwdown slogan of “Ready to Race”.<\/p>\n

Are these cats serious? Yeah, I’d say so. Style + attitude + fresh = thumbs up and stay tuned.<\/p>\n","protected":false},"excerpt":{"rendered":"

With the mixed bag of marketing news currently rolling in – TMC to cut shipments, overall growth down in most markets – the swath KTM’s cutting in the media and the showroom is nothing short of astounding. For a brand that’s seen its share of rudderless drifting, what’s happening now is something the Big 3 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[9,2],"tags":[],"class_list":["post-106","post","type-post","status-publish","format-standard","hentry","category-brand-management","category-marketing-and-promotion"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-1I","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/106","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=106"}],"version-history":[{"count":0,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/106\/revisions"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}