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Author Topic: Stefan Pierer on Husaberg's limitations  (Read 282 times)

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Offline blazes

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Stefan Pierer on Husaberg's limitations
« on: December 12, 2013, 03:26:13 am »
“Husaberg had one weakness. In Europe it is a solid brand and it is strong, but outside of the European continent nobody really knows it. In the United States it is unknown—but that is not true for Husqvarna. Husqvarna brought the sport to America and is considered to be one of the pioneers of motocross. It has a long history in the United States and the brand is recognized everywhere around the globe. It is the second oldest motorcycle brand.

“When the situation came up at BMW where they recognized that they needed to focus on road bikes during the economic crisis, they wanted to get rid of their offroad bikes. We had a clear plan to create a single brand with Husaberg being merged and Husqvarna being the strong global brand for the future.”
« Last Edit: December 13, 2013, 07:07:14 am by BiG DoM »
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Offline M3X3Z3

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« Reply #1 on: December 12, 2013, 10:21:03 am »
So in order to give Husaberg an International brand name with serious marketing clout,

SP bought Husqvarna and
gutted the entire product line of bikes that so many riders had paid money for;
put the entire workforce on the street in difficult economic times;
and junked the factory along with upwards of 300 millions Euro's worth of investment in production facilities and systems.

Rather unfortunate, particularly since MV Augusta already had a deal in place waiting to be signed by BMW that would see MV A buy the whole show and keep it going.
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