What to consider when starting a new brand from scratch
The motorcycle industry is a dynamic and competitive landscape, offering ample opportunities for new brands to make their mark. However, the journey from conception to success in the industry presents challenges and strategic considerations. It requires a deep understanding of the industry, a well-defined brand strategy, and effective marketing tactics.
We will explore the key factors to consider when launching a new motorcycle brand, focusing on both the motorcycle accessories market and motorcycle manufacturing. We’ll also explore the crucial role of marketing and communications in establishing and growing a new brand.
Understanding the landscape
Before diving into the details, it's essential to have a robust understanding of the motorcycle industry. This can be achieved by researching current market trends, consumer preferences and the competitive landscape. Attending industry events even just as an observer can help with this research.
Knowing your target audience
Identifying your target audience within the motorcycle industry is essential for any new brand. Are you catering to adventure riders, sports bike enthusiasts, cafe racer riders, commuters or another type of rider? Each segment within the industry has distinct preferences and can be reached with relevant messaging and tactics. Tailoring your brand and products to a specific audience will enhance your company's appeal and give you a greater chance of commercial success.
Uniqueness and value proposition
Have you thought about what sets your brand apart from existing players? What is the unique selling proposition that gives your brand a competitive advantage? Whether it's innovative technology, world class design, premium manufacturing quality, a new concept or exceptional customer service, your USP will define your brand's identity and resonate with your target audience.
Market entry strategy
It will be wise to set out your objectives over your first year of trading, and then think longer term with three and five-year plans for your business. Once you have defined what you wish to achieve in the initial 12 months from launch you can consider your market entry strategy.
Will you start small and focus on local markets or aim for a broader presence? A well-thought-out market entry strategy will help you allocate resources effectively and minimise risks.
Marketing and communications tactics
With a solid planning foundation in place, it's time to turn your attention to marketing and communications. Successfully promoting your brand requires a multifaceted approach, including the initial definition of your brand’s visual identity.
A strong online presence is fundamental, so you should create a user-friendly website that showcases your products, tells your brand story effectively and facilitates effective ecommerce – if you are selling online. You can also leverage social media to engage with your audience, share content and run targeted advertising campaigns.
Creating valuable and informative content related to specific riding experiences will enhance your reputation as a new brand. A blog or video series will position your brand as an authority in the industry and attract an audience organically. Take a look at ‘best in class’ examples of video production and marketing, such as The Seeker with Pol Tarrés, which was developed in partnership with several brands.
In addition, collaborating with influencers will amplify your brand's reach. Choose influencers whose values align with your brand and who can effectively communicate your brand's core philosophy to their followers.
How we help new brands
Motorcycle Marketing have recently helped three new brands in the motorcycle industry to make progress and gain crucial visibility.
Hitchcox Motorcycles was founded in 2022 by Tom Hitchcox, an exhaust engineer in Formula 1 and an avid motorcycle rider himself. The brand provides a full line-up of exhaust options for all Triumph’s Modern Classics range, engineered and handcrafted in the UK.
We have assisted Hitchcox Motorcycles to ensure the company had a strong presence at the Bike Shed Motorcycle Show, in London in May, as well as providing further press and communications services to Tom and his team. Especially the video Charley Boorman visiting the Hitchcox Motorcycles workshop gained them lots of attention and recognition.
We’ve also helped the The BMIC (British Motorcycle Insurance Community) with their UK launch this year, providing B2B and B2C marketing consultancy services. The company have sponsored The Nod Podcast and have produced a documentary style video series with The Sidecar Guys to gain immediate credibility with UK riders. We have also assisted them in terms of boosting their presence at physical events, enhancing their industry connections and polishing their communications literature.
At Motorcycle Marketing we have also been helping Dutch manufacturer EMX Powertrain to maximise visibility around their participation in the inaugural FIM E-Xplorer World Cup. At the opening round of the FIM E-Xplorer World Cup in Barcelona, the MIE Racing Electric team made history by winning the very first race ever, on electric motocross bikes from EMX Powertrain, and they continued their dominance leading to them being crowned world champions last September.
For many brands, including manufacturers and accessory producers, having a presence in racing can be a great way to boost visibility from scratch. Arguably, it is easier to gain that visibility as a sponsor, partner or supplier before participating as a competitive manufacturer.
It can take many years to build up a strong corporate reputation in the motorcycle industry. Consider for example that Harley-Davidson was founded in 1903, Honda was founded in 1948 and KTM (Kronreif & Trunkenpolz Mattighofen) traces its roots back to the 1930s, with the KTM name being born in 1953 and the modern incarnation of the company as KTM Sportmotorcycle GmbH dating back to 1992.
Motorcycle brands continue to spring up all over the world, with the likes of Cake - a Swedish manufacturer of electric motorcycles commencing operations in 2016 and introducing their first model Kalk in 2018. Cake have made great strides in five years, with a strategy based around strong content and influencer marketing.
Concluding thoughts
Launching a new motorcycle brand from scratch is an exciting journey that demands careful planning, expertise and execution of strategy. Whether you're entering the motorcycle accessories market or diving fully into motorcycle manufacturing, success hinges on a clear understanding of the industry, a strong value proposition and a well-executed marketing strategy. Contact us to see how Motorcycle Marketing can support you throughout this journey.
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