Honda sales, for example, have been declining to the point that we are forecasting that Yamaha could beat Honda in total retail
sales of all motorcycles this calendar year. Right now they are too close together for us to be certain. (Click on charts
for a larger view.)
Table2: TOURING Sales Forecast
Yamaha's marketing approach in recent years has been what some call "internal branding" of model types, like the Star brand.
Some have said that's an idea that was offered to Yamaha by a consulting group that had an automobile background. Whether
or not that is true, the idea isn't bad. General Motor's marketing of Pontiac and other model lines is a routine that has
been followed by other automakers, too.
Table3: DIRTBIKE Sales Forecast
But the fact that these big automakers have gone bust at least in part because of poor management practices could make one
wonder whether internal branding makes sense. Personally, I doubt the auto industry's woes have much to do with it. Its problems
probably have more to do with excessive competitiveness and, again, poor management practices and a deplorable economy.
Table4: CRUISER Sales Forecast
But before I start sounding like I know a lot about the auto business, when I don't, let me point out what I'm really getting
at. I'm bringing up the idea of transferring an auto marketing practice to the powersports industry and sort of wondering
out loud whether this would work. Internal branding isn't new; it's a matter of separating models such as cruisers, sportbikes
and other model types and having a "czar" in charge of, say, each one. Talk about the screams that would come out: "That can't
work! Too many bosses. Too much overlapping."
Table5: SPORTBIKE Sales Forecast
Maybe those are important issues, and it would be too expensive to work. But something needs to be put in place to increase
internal creativity and expand the buyer's awareness of specific model capabilities.
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