CONFESSIONS OF A CUSTOMER ™
By Eric Anderson
Design Directions
Neo-Retro Industrial. Yes. I made that term up…sort of. The recent Bell Helmet designed product and corresponding advertisement for its new (sic) metal-flaked, pinstriped open faced bucket nailed it with the headline “Not Retro. Original.” Original in the sense of being unlike their competitors. Dodge Challenger, Ford Mustang and Chevy Camaro are also nailing the “neo original, but not-retro” designed market in a down economy. Target’s designer, Michael Graves, also designs gorgeous houseware products along similar re-newed lines. Oakley has also shown huge growth in 2009 based upon their development of industrially inspired eyewear. Notice these are all American, market-driven companies looking ahead toward a new, younger customer base and a new economy.
Perhaps X, Y and Baby Boomer generations are tired of the planned obsolescence of Bold New Graphics (BNG) each year—putting lipstick on a pig…or hog. New models from many OEMs (and apparel manufacturers too) started to look the same the last few years in a spinning vortex toward blended mediocrity. Will a rebound from the economy and the puree of copy-cat designs force a return to innovative, original design fundamentals and the individuality of today’s riders? Personalization, or customization if you prefer, is a huge part of American culture—not just in the motorcycle world. Just check out Nike Customized at www.nikeid.com, Oakley Custom Eyewear at www.oakley.com and Vans Custom Shoes at www.vans.com. Nobody in America wants to look the same, yet the larger the manufacturer the bigger the pressure of reproducing larger volumes of basically the same things. Economies of scale and the pursuit of cheaper prices has sucked out creative design elements. What’s the Next Big Thing in motorcycling? It is actually very predictable with the increasing quantity of aftermarket accessories and the coming of Just-in-Time (JIT) OE manufacturing—it’s personalized motorcycles.
Buying a stock machine, then replacing OE parts with aftermarket ones is a duplication of effort, expensive and a waste. Why not get what you want…the first time—when you buy it? You can design your brand new Mini on-line from 10,000 possible configurations and have it delivered to your house or dealership 6 weeks later. Check out the “Mini Configurator” at www.miniusa.com under “BUILD.” “No two Mini’s are alike” is their tagline for this section of the website recognizing the individuality of their buying customers. Is our industry ready to make it easier on our customers to also envision their unique dream bike or outfits…before they pay for them? I’d wait longer for something custom and different.
The Recession has wiped the slate clean to make room for new inspirations and directions in a Renaissance of motorcycle tastes. Racy sportbikes, freestylers, tourers and sport tourers, dragster Busas, scooters and vintage looking V-twins have come and will likely remain, but what new categories will be born and which current categories will grow? The current adventure bike category is still small, but it appears to be on an SUV-inspired growth curve due to a rugged, industrial-design appeal and increased accessibility to public lands which a license plate permits. Scooters sales hover up and down, but will continue to have hotspots near college campuses, parking-starved inner cities and when gas prices soar.
So what’s really brand new and coming down the pike for moto and gear design? Rocketeer meets Roland Sands? Hailwood club racer inspires VFR? Land Rover breeds with Super Enduro? JT Racing relaunches camo-miltary? Icon and Dickies join forces? Fashion…and industrial design is fickle and will always upset those who rest on their laurels. It’s time to see some fresh directions from those who design and build motorcycles, related accessories and gear. And…could we see what our custom look might look like…before we write the check?
Tags: build a bike, Confessions of a Customer, configurator, custom motorcycle, customization, customized motorcycle, Dealernews magazine, design direction, Eric Anderson, floor traffic, JIT, motorcycle concept vehicle, motorcycle dealer, motorcycle dealership, motorcycle design, motorcycle industry, Neo-retro, personalization, personlaized motorcycle, power sports retailer, powersports, powersports dealer, powersports retailer, retro design, VROOM Network
