Here is where our story comes full circle. Bajaj currently produces a range of models in India, marketed under the KTM brand name. This would allow them to expand their cooperation, but in a way that would avoid potentially diluting the KTM brand name due using it on second tier products. Husky could become the the “third world” brand of KTM/ Bajaj group. I would venture to say that many of the recent design concepts will be canned. What the future can hold is only a guess. They divested themselves of Husqvarna and it is now a KTM brand. But compared to the mock-up models of rebadged BMW street bikes, there was very little hard evidence that Husky dirt bikes would be filling the start gates at the local track any time soon.Īt some point BMW decided it was best to stick to the knitting, to do what they already do so well. There was plenty of talk and backroom whisper of cool new things such as direct injection two strokes. Sadly, the reality was that for all this media hype, there was very little talk of new dirt bikes.
Certainly no other company has received more free publicity from the motorcycle press in years. Interestingly enough, much of the plan seemed to be working. Concept after concept was paraded before the media to generate momentum. The machine was set in motion to make Husky a street bike company, charged by BMW power plants. Looking back, it now seems the choice was to move away from the enduro market try to re-position Husqvarna as something more like a sister brand to BMW, one that would share the same technology and direction, but with its own unique flare. How were they to make the best of the situation? Any decisions would have to be in keeping with the greater BMW corporate path.
I can only imagine the boardroom conversation as the German brass hands the Kymco produced motor package to the Italian engineers and says ” you have 9 months to give us a new motorcycle using this motor.” Of course I am purely speculating here, but I don’t think it is too far off base.Īs the off road economy continued to head south, BMW was quick to see the writing on the wall, but was faced with a dilemma. The situation became no better as BMW abandoned its own 450 enduro project and delegated it to the Italians. In the meanwhile, sales lagged as aged dirt bikes needed to be pushed upon tech conscious buyers. This type of investment would take years to manifest new models that could reach dealer floors. BMW made large strategic investments in the Italian infrastructure. In hindsight, the marriage of the German and Italian marques seemed rocky from the start. Yet the underlying economic course has already begun to change. The actual long term loss to Harley Davidson would be even greater once all the accounting was settled.īut soon, the Germans would own the last great Cagiva trademark, Husqvarna. The result was a net loss of 109 million dollars(2). They would implement the develop of their own enduro line, the G450x, as well as purchase the next most attractive brand that could be found.Ĭagiva had repeatedly found a means to make their properties unbelievably valuable on paper. Unbelievable being the key word, just ask Harley about their purchase of MV Agusta. They wanted in so much, a two pronged attack was devised. Buyers lined up to pay premiums for every KTM four stroke that could be produced. It was a far away time of economic riches. So how does this all relate to the recent sale of Husqvarna to KTM?īMW made the purchase of Husky back around 2007. Production of Powered Two-Wheelers in Europe (1) In numbers of units, Spain’s motorcycle industry has dropped 60% from the 2007 peak. But the reality is that most continue to see small erosion’s in production and sales. Many EU countries appeared to have reached a lower stabilization plateau in 2009, with economic recovery in sight. Motorcycle sales and production continue to lose ground, along with most of the European Union. Looking at the greater economic picture for the Spanish motorcycle industry, it is easy to understand the problem. It was convenient to overlook the complete absence of proof in the form of a working model.Īs for OSSA, over a year has passed and no progress is in sight. So strong was the impact of the BMW/Husky sales presentation upon the world media, the inference so absolute, the bike was expected in showrooms nearly any day. Many months ago I talked along the same lines about the much hyped Husqvarna direct injection concept. Who cannot help but feel good by staring at this photo?īut such is the disparity between dreams and reality. Yet it was really the visually fascinating design that sent the interest skyrocketing. The promise of so much new technology would have been enough to enthrall many. The tantalizing photo mock ups of the OSSA 300i enduro captivated the world. 2013 OSSA enduro, another fantastic dream that will never see production