FLATHEAD
Captain
- Joined
- Dec 29, 2002
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--------------------------------------------------------------------------------<br />At a press conference late Monday, the CEO of Johnson Marine, makers of Johnson outboard marine engines and other recreational equipment,unveiled <br />a new line of heavyweight cruiser style motorcycles designed to compete head to head with industry leader Harley-Davidson. <br />Peter Long, Johnson's Brands Marketing Manager said, "We have studied the market and determined <br />that Harley, while highly successful, has narrowly <br />missed the mark when targeting motorcycle buyers." Long added, "We at Johnson are convinced that our product hits the target dead center and promises to draw sales away from Harley-Davidson in a way no other motorcycle has been able to <br />accomplish." <br /><br />The new line of bikes, marketed under the name Big <br />Johnson Motorcycles,will, according to Long, deliver what Harley has only promised. "Our <br />research show that this, a Big Johnson, is what Harley buyers are really <br />after." <br /><br />At the unveiling of the new line Monday, several <br />current Harley owners agree. "When I bought my Harley, what I really needed was a Big Johnson," <br />said one Harley owner. "But I see now that riding a Harley is no replacement for having a Big Johnson." <br /><br />Manager Long also said that his company would follow the lead of Harley-Davidson and cash in on a huge market for non-motorcycle related products. "We realize that not every guy can have a Big Johnson," said Long, "But image is very important to people. If they don't have a Big <br />Johnson, they at least want to project the image of having one." <br /><br />Asked if he anticipated Big Johnsons showing up in the hands of Harley owners, Long said it was unlikely. "I just don't see the need to have a <br />Harley if you have a Big Johnson," he said. "And I <br />can't imagine someone who spends all their resources to acquire a Harley having a Big Johnson. I think it boils down to this - You either have a Harley, or you have a Big <br />Johnson, but you are not likely to have both." <br /><br />"Given the choice," said Long, "I think most guys will opt for the Big Johnson." <br /><br />Another force driving sales for the company will come from women. A survey of the wives and girlfriends of nearly 1,000 potential motorcycle buyers indicates less than 5% would approve of their partner spending $20,000 on a Harley Davidson. But, when asked if they would be <br />willing to pay the same amount of money to get their partner a Big Johnson,nearly 4 out 5 thought that would be money well spent. <br /><br />One female present at the product unveiling was quoted as saying, "There is no way I will let Lonnie drop 20 grand on another one of those Harleys, but 20 grand to get him a Big Johnson? Well, that's something we could both enjoy, and it's something he really needs." <br /><br />Carla Roundheel, manager of the dealership network now being established, said her motto is simple. "I service what we sell."
