Text and photo: Ole-Andreas Isdahl
The journalist is impressed by an AGM culture characterized by a willingness and ability to mobilize the customer. Here, both women and men, young and old participated.
Last fall, it became clear that there would be no traditional industry trade fair in Lillestrøm this year either, which many people found sad. In recent years, tens of thousands of people have visited this trade fair, which in many ways represented a symbolic and, for many, important celebration of the fact that the motorcycle season has actually started. After a long winter and rising temperatures, motorcyclists are starting to wake up at this time of year and it’s time to realize their dreams or projects. This usually happens at the dealerships, but the trade fairs give people an opportunity to get an overview of the entire brand portfolio, which is why the trade fairs are important to many. Of course, the industry is aware of this and many of the largest retailers create their own events to achieve the same thing on a slightly smaller scale. This attracts customers to the store and triggers sales of bikes and equipment, just like a kind of spring muster.
AGM has done this before and does it even better this time
The AGM crew have done this before and know exactly how to create interest and demand, but this year they have gone even further than previous years and really utilized the entire property to give us the best customer experience. They are pros at everything from marketing the event, logistics, parking, coordination with suppliers and promotions not to mention a coordinated presentation of highlights and new models. AGM does this in their own way, with their own people and they really succeed in creating two outstanding days for many many motorcyclists. AGM stands out positively in that they both understand and communicate well with their customers, which is something that not everyone in this industry masters. Many have a lot to learn here.
A large number of equipment suppliers and interest organizations representing the breadth of the motorcycle industry were present to present services and products. Honda, Yamaha and Triumph were represented with full portfolios with good presentations of the most important news. It was great to see that the event is attended by young and old alike, and it’s pleasing to see that some dealers also seem to be getting a better grip on both women and younger riders. We would very much like to see more of these two groups, and AGM facilitated that this weekend.
Facilitated for good learning and realization of important dreams
The motorcyclist is an interesting creature in some respects, most have dreams that may vary in scope, risk, time and cost, but what we all have in common is that we have dreams we would like to realize. Some go to Africa or Australia, some brag about it, others don’t make a dent, they just do it. Others have more moderate and popular goals and simply dream of making the trip to the north-west in order to have some time for themselves or the opportunity to experience something they appreciate. Some dreams simply never materialize, they’re just moved to the next year and maybe they won’t be realized then either. Perhaps the most important thing is not that they are realized, it is perhaps much more important that we maintain the dreams and not least curiosity and motivation to create new opportunities to experience. This is where the alert retailer understands that they have an important role to play. The motorcyclist wants to meet to learn, share, plan and buy equipment so that the project can one day be realized. In order to succeed, he or she needs an arena where he or she can find inspiration, learn and perhaps acquire what he or she thinks he or she might need to carry out his or her own important project. When the plan is ready, the equipment has been acquired and tested, it is still not certain that all of us will realize the plan or dream, but as I said, that may not be so important. The most important thing is that the dream is alive and that it drives us forward.
Many retailers have seen and learned that a new opportunity has arisen (literally) to create arenas where customers can meet and not least learn. Learning creates new needs, needs create demand for services or products we didn’t know we needed, which in turn creates motivation to buy, all of which is very important and not least good for the industry. The fact that the motorcyclist has bought gadgets for large sums of money that may never have been used, or for that matter will never be used, is perhaps not so important. We have what we need, and at some point we may be able to realize small or large dreams.
This weekend, AGM had created an organized learning arena where mini lectures were presented to an interested audience. Everything from gravel tours in the east, “dust trails in Africa”, AGM hiking club or traffic training or safety courses organized by Via MC. AGM had simply created an arena in a fine way where players could convey their material in their own way, popular, useful and very good. There is no doubt that the dealers are inspired by each other and the motorcyclists seem to really appreciate this. Watch and learn.
New from Honda
Transalp has been given a nice facelift with new contrasting colors and a new light.
Honda, Yamaha and Triumph all presented their news for the year. The Transalp has been given a successful facelift of the front, which in terms of design lifts the Transalp closer to its big brother Africa Twin, and it works. The new GB 350 S charm troll also received a lot of attention. The A2 segment is growing and this model is guaranteed to be a success with its classic design, low weight, delightful ergonomics and, not least, an assumed high level of usability for everyday motorcyclists or commuters. We’re talking therapy, vanity and great utility here.
Don’t be put off by the 20 hp, this is about feel-good and driving experiences that the model is guaranteed to deliver. The quality of machining, design and reliability is undoubtedly high and the price is competitive enough to survive in a tough A2 market. I’m sure many will be sold and I’m really looking forward to driving it. This is one of the models I’m most looking forward to driving this year.
Triumph refurbishes old silver and comes up with something new
In the main, Triumph is taking a cool approach to the color chart this year, well done but not much new on the technology side. The biggest excitement will be the launch of the Tiger Sport 800, which is a new and more powerful version of the previous 660 model, but with a price tag of almost
177,000, it’s questionable whether the model will be too expensive. The bike feels good and is probably quite powerful with its 115 hp, but I am simply disappointed with Triumph’s use of available intelligence technology, in this case I personally don’t think it holds up at all and I expect more from a bike priced at NOK 180,000. However, I haven’t ridden it yet and I’ll happily eat this skepticism after riding it.
Yamaha refines portfolio with new technology and facelift this year
Yamaha now has a strong model portfolio that really appeals to the Norwegian motorcyclist. The manufacturer is at the forefront of technology development and maintains a good position in terms of the use of relevant technology and rider support. The biggest news this year is undoubtedly the new
Y-AMT gearbox that can be used as a “pedal controlled” manual or automatic gearbox on the MT09, MT07 and Tracer 9 GT+. An absolutely fantastic gear system that is clearly ahead of the competitors I have ridden that offer similar technology.
Note to self: Here it is important not to be biased. Don’t be technology-averse, don’t decide in advance that this is not for you. The system requires a bit of learning and a bit of training, but on the other hand it’s one of the most exciting things we’ve seen in many years. Pedal shifting is here to stay on cars and now we’ve got it on motorcycles too. It’s innovative, useful, fun and terribly enjoyable. You get a wonderful and efficient flow of driving and your options are many. You are strongly encouraged to familiarize yourself with and, not least, get to know this technology. I can’t say it any clearer.
The motorcyclist is a sucker for good deals
Yes we are, products with promotional labeling create interest and it was not difficult to see that the promotional pricing had an almost magnetic effect on all visitors. Undoubtedly an important part of a trade fair like this.
Total sum
New Speed Motorcenter did it last weekend, AGM took the pledge this weekend. This works and undoubtedly creates both interest and pleasure for the motorcyclist. And, it obviously generates floor traffic and sales. This was masterfully done by AGM, kudos for doing this within your own framework and in a popular way that hits, you create interest and motivate. Once again, it’s fantastic to see that AGM manages to mobilize both women and younger drivers, we need that. Everyone should let such initiatives be an inspiration, and remember, we need the meeting places, we want to meet to learn, share and create new experiences.
WELL DONE
