I must say... it don't look good.
What is going to pull them out of this? At the rate they are going vs the recovery rate of the economy, coupled with a lack of product line up.
Like I said, this is a bad look. I sure hope I'm wrong.
Here are some thoughts of mine on this:
It is troublesome for me that BDM is letting more people go and I realize the the biggest contributing factor is the economic recession.
BUT I have to say, I think it is time for BDM to build something NEW and DIFFERENT that more people will want. When WCC and OCC (via Motorcycle Mania, Biker Build-off, and the Pauls and Mikie TV shows) made wide tire long choppers incredibly popular, I thought THE Motor Company missed the boat by not offering a similar HD product.
Then for both HD and BDM along came the "Fashion-trend-change" to Bobbers and Baggers. Harley had a bagger line, but BDM could only come up with a way over priced "hang-a-bag-on-it" model.
To make matters worse, the still-able to-ride Baby Boomer market is rapidly diminishing. And they are the ones who remember the bikes in Street Chopper magazine from years ago (the ones that BDM was emulating and letting those Baby Boomers buy and re-live). And also giving them a good warranty, continuous Blue-book value, and a company that would always be there (we hope).
To some degree that market has been taken away by the Sport Bike younger crowd and the influence that the European Sport Bike riding and lifestyle has had. And something not to be taken lightly is that the "Woman rider" can handle and ride the smaller sport bike easier AND it makes her ASS look better! Case in point is JewlZ from Vegas who I met at Thunder-on-the-Mountain rally at Brian Head, UT this summer. And riding a crotch rocket did not prevent her from "hanging" with some hard core Vagos brothers for LV (which she was doing when I took this pic of her).
Anyway, I guess my point is that BDM needs to build a "Better Mousetrap". Not just one that more people need, but that more people Have-to-Have! Easier said than done, but maybe BDM needs to think outside the box. Maybe start with a more appealing, more rideable "woman's bike" (like the stand-by Sportster).
Something they could learn from is the trend in cell phone APPS (the Big THING of the future). And everyone wants a new one! Did anyone see Charles Osgoods Sunday morning on CBS yesterday? Watch it, You have to be on the cutting edge! And you have to have a product to sell that lots of people JUST HAVE TO HAVE!
Shovelcowboy
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