Yamaha tests dealer marketing program for Super Tenere

Publish Date: 
Mar 6, 2014
By Bruce Steever

What can dealers expect beyond the presentation?

Okano: The first order of business was to create a focal point within the dealership. So we came up with a rider display that will tout the benefits of this program.

Touratech is highly visible, as is RawHyde, Yamaha and all of our supporting sponsors. But I wanted it to be a little bit different. The consumer comes in, they see the riser, they see the bike, and it will all come together to draw them over. But unlike most displays, we actually wanted the consumer to sit on the bike and take ownership of the bike in the way it’s configured -- as a proper adventure bike with all the Touratech gear. This riser affixes the bike permanently and encourages the customer to get on it and feel the bike, to experience the fantasy, if you will, of taking this to the next level.

"We get the ambassador within the dealership up to RawHyde's training so that they can understand what the genre's all about."

-- Michael Okano, Yamaha

We’ve created a comprehensive brochure that touts the benefits of the Ténéré, the benefits of Touratech, and the benefits of RawHyde as being the gateway of learning this genre. We want to expose that in bite-sized chunks. That’s where Jim comes in with the training. We get the dealerships up to speed. We get the ambassador within the dealership up to RawHyde’s training, so that they can understand what the genre’s all about. I get my district managers up there. Everybody gets up to speed, then we engage the consumer with these adventure bike nights. We assume that guys coming to these bike nights will have some sort of idea of what adventure riding and bike camping is about, but that’s likely the extent of it.

The idea of putting knobby tires on a Ténéré with 100 lbs. of gear and heading off-road is probably somewhat foreign to these guys. We want to first engage that enthusiasm and fantasy, then take them to the next level.

What incentives will you offer customers directly?

Okano: We’re going to make purchasing a new Ténéré easier, along with the Touratech gear, then we’re going to give you somewhere to go. We are trying to sell both the virtues and values of the unit without getting into [heavily] discounting the Ténéré with additional customer or dealer cash.

"If the dealer agrees to put the bike on display, I'm going to offer ... 120 days free flooring to put that bike on display on my riser, which will be provided to the dealer to use."

-- Michael Okano, Yamaha

Touratech has also jumped in with a plan to offer dealers six months free flooring on their most popular off-road package for the Ténéré. If the dealer agrees to put the bike on display, I’m going to offer them 120 days free flooring to put that bike on display on my riser which will be provided to the dealer to use.

Touratech will send them the kit with luggage, skidplate, engine bars, headlight protector and brush guards. These parts will benefit from the six-month dating program. The bike will also have knobby tires equipped, which furthers the visual aspect of the off-road fantasy.

Finally, Yamaha will reference the $500 customer cash, we’ll reference the discount they will have on Touratech accessories, and Jim is offering a tire promotion when the customer signs up for training to best utilize the bike.