TR Repositions Biker's Choice

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For years Texas-based Tucker Rocky Distributing has had one of the largest display areas at the Dealer Expo, but it doesn't seem to be resting on its laurels. This year Tucker Rocky is sporting a new look with new product strategies in several areas.

Tucker Rocky has been working to reposition its Bikers Choice brand to focus more on "regulatory-compliant products," according to Stephan Ulbrich, director of marketing for the Fort Worth-based distributor. The new focus, he says, means that Biker's Choice will be developing more premium and value product lines.

"We're also trying to reposition Biker's Choice as the one-stop shop, if you will, for aftermarket parts and accessories" he says. "In the past, we led with kit bikes."

Kit bikes were the calling card for the Biker's Choice brand. Now, says Ulbrich, the bulk of the products will focus on style.

"We're getting back to the hard parts," says Ulbrich. "That's the bread and butter for Biker's Choice."

Look for new mirrors, lights and tanks among the Biker's Choice offerings this weekend.

To push the new positioning, Tucker Rocky will be "very aggressive" with advertising in consumer magazines. The consumer ad campaign is designed to drive consumers into dealer showrooms.

In fact, in 2007 Tucker Rocky advertising page counts could be up as much as 25 percent in both consumer and trade magazines, taking dead aim at rival companies, Ulbrich says (carefully avoiding specifics).

Tucker Rocky also will expand its catalog marketing with three new books on off-road, street and apparel. The apparel catalog will include "anything and everything you wear, including helmets," he says.

Tucker isn't unveiling any new proprietary brands so far, but it has done plenty of work on the FirstGear apparel brand which it acquired in 2006.

"We will now be getting to see, for the first time in 2007, our new styles in jackets that were conceived and created and developed at Tucker Rocky," says Ulbrich. To emphasize the brand, FirstGear will have its own booth, (301A), adjacent to the Tucker Rocky pavilion.

In other news, the distributor picked up two new brands, Shark Helmets and Repsol lubricants. Shark is exhibiting new street and off-road helmets in Booth 401.

Dealer Expo attendees also will notice that Tucker Rocky's River Road leather line has been expanded beyond basic black jackets; it will include a fair amount of color this year. — Joe Delmont