REDMOND, Wash. - Ural Motorcycles new unit sales were up more than 30 percent for 2012, pushing the Russian sidecar motorcycle company past a previous record set in 2006.
The company reports that its limited edition Ural Yamal and a unique marketing effort helped set the record sales numbers. The positive growth comes on the heel of two other consecutive years of sales increases in 2010 and 2011.
“We fell really hard in 2009, maybe harder than others in the industry. So it’s very reaffirming to surpass our biggest number. Next year’s goal is the same, 30 percent sales growth or die trying," says Madina Merzhoeva, VP of the company’s North American distribution arm. “Our small team is ready to take on the challenge. If we can manage to do that every year for the next few years, we might outsell some big names."
Ural’s year-end limited edition releases have been key contributors to Q4 sales numbers. The 2012 limited edition release, the Ural Yamal — based on a Russian Icebreaker — was a sales hit. The Ural Yamal came with a paddle and satirical instructions on how to survive a water hazard. The 50-bike production run sold out in seven days, Ural explains.
Not all improvements to the 2012 numbers were outward facing. The company was able to reinvest and make considerable production improvements at the factory, Ural says in a press release. The company also established a relationship with Siemens and improved their powder coating facilities. In the U.S., a consolidation and relocation of the parts department lead to tighter inventory control and quicker delivery times to dealers. It was reported.
Moving in 2013, Ural has plans to further expand in to key metro markets, improve international distribution and launch several collaborative projects.
Posted by Dennis Johnson