Husqvarna/Husaberg one brand again?

[Norman Foley]

Part of the problem is that Husky is too big to be a "niche manufacurer" and too small to be a contender with the "big 5 manufacurers". Husqvarna was once a piece of a bigger Cagiva pie.... Ducati, Cagiva and Husqvarna.

They sold off Ducati to earn income to keep going after spending gobs of cash, racing multiple World and National Championship Series with all their brands. When the dust settled they were only racing Huskys. As the owner of many moribund Italian Marques, they pulled the historic and illustrious MV Agusta brand out of the bag to be top dog in the kennel. A low volume top of the line sport bike becomes the main focus compared to higher volume Ducati and the loss the Ducati engines that powered most of Cagiva street bikes lowers those numbers even more.

Husky gets sold to BMW to earn income to keep the MV Agusta dream alive and BMW pours a lot of cash into a small company and it actually starts going backwards production wise, but they keep spending like it's a big company, getting bigger.

KTM had their try at keeping Husaberg as a "niche company" in Sweden and they finally pulled it more fully into their structure. Why would they do it again? It seems they would apply what they've learned with Husaberg immediately to Husqvarna.

It's Goldilocks in reverse... This one's too small size, this one's to big size and this one's just... wrong size!

 

[boisedave]

I enjoy reading everyone's opinions on this -- because in the end nobody really knows [or at least nobody that knows is willing to actually share something concrete]. There are several posters here that I trust -- most of those have some sort of official Husky connection -- so I pay attention. In the end, I will evaluate what they have and put my money where I think I need to. For me, when I spend $7000+ for a 250 two stroke [which will also be my next bike], I want it to be modern, reliable, well supported, user friendly all purpose scooter that will last 3 years with minimal upkeep. I considered the Husky but it just wasn't where the KTM was or is. A buddy had one and I loved the chassis [I loved the x-lite frame even more] but he had all sorts of issues. I just couldn't pull the trigger I hope its a Husky -- but wouldn't think twice about getting another pumpkin or a Husaberg if I felt it was a better deal. In the end -- its about value. For me, at least at this point, for a 250 two-stroke anyways -- its hard to beat the pumpkin. If 2014 and beyond -- we get red KTMs -- I must admit I would be a bit disappointed, but they would be reliable, well supported and user friendly [except for the $%^&(& e-start].

 

[Huskynoobee]

Don't forget the intensive maintenance schedule, oh wait sounds like you're smart enough not to consider a KTM 4 stroke.

 

[Poopy]

All this speculation is making me nauseous, is there a fact only thread somewhere?

 

[Captnemo]

Joe,

Can I get a Huskyberger,medium, with fries, but hold the no linkage. I can always add lettuce, ketchup, pickles, mustard etc.... just like we always like it.

Husky lost alot of riders back in the no parts days that are still on Ktms, that never came back.

Still take a european bike over a jap one.

When I raced KTM - I couldn't get parts either, that why I ride a Husky now!

 

[Joe Chod]

OK
Been thinking long and hard at this and there are many many many player, pieces and factors here. Damn this thing is more complex as single pieces than locating Sadam or others! Though I would look at the sum of the whole as opposed to all the bits and pieces as we..the public.... know and nothing more. In keeping with my Mcdonalds analogy, lets look at the meal deal possibilities (meal deal is the bikes themselves and nothing to do with distribtion, ownership, other corporate stuff)
Meal deal #1 KTM stays same, berg same and Husky basically same as berg concept production

Meal deal #2 KTM same, Berg and husq combine and keep more berg than husky and badged as berg

Meal deal #3 Ktm same and Berg and husq combine and keep more husky than Berg and badged as husky

Lets look at facts and what SP's intent is.
Some facts and his intent
He stated repeatedly increase units, get husky back to roots, Husky as a brand is a 110 year old company versus 20 somthing year old berg, update dated husky and competition based product with MX as well as off road and states a 2 pronged attack at the japanese (note he says 2 not 3). As a matter of fact he mentions KTM and Husky alot but never mentions berg....hmnnnn
He does state that the short term street bike move is out but that SM is a very strong possibility

His intent is to turn 10,000 husky anually to 20,000. Also that it is Euro versus Japan for units sold....not European bike civil war

I am not factoring Bajaj low rent people movers for other than competion purposes. Mereley not factoring that in as a decision factor of what the next gen performance Huskys will be. Tracking? good
Notice KTM bikes stay same in all 3 meal deals. 100,000 units anually...why mess with that.

Lets do a comaprison of meal deal options..shall we?
Meal deal #1 Why? Berg is essentially a rebadged KTM ..(yes I know they are not blue XC's or blue XC-Ws but ak the best from both as well as do something a lttle better for unexplained reasons than their orange brothers) and sell about 5,000 a year. proven that doing the same in red and white will have him number wise not only far below his target of 20,000 but even below huskys current number of 12,000. SP will not buy this meal. It will not satisfy the "hunger" even with a mcflurry! (thats
the mcdonalds ice cream for the non US members BTW This may be a meal ordered for 2014 but again...willl be a holdover snack and does not satisfy.

Meal # 2 Closer to satisfying the hunger but not quite. why? fails to meet some of his stated criteria and thus his intent. (read as the boss says so it will be done!)

1. husky brand better known and older company ........ why lose that?
2. berg has no MX in line and not that Husky is currently known in MX, they were and can be again and at least have a product line now whereas Berg is TE only.
3. Berg production in Austria....management in Sweden....clunky and fails to meet his statement of synergy
4. He never mentions berg when talking...only husky and KTM yeah this last one is thin....paper thin but berg as berg is falling way short of his 20,000 so why would berg with a "smattering" of husky thrown in net another 15,000 or a 300% increase?
5. lets not forget KTM got berg to jumpstart its racing four stoke line. face it...the old LC4, though battleship reliable, was very heavy and engine weight was key. They got what the wanted out of the the generation before the slant motor Berg and the production of the newer slant motor is more expense than the return in the sales market. It can be looked at in the corporate and engineering world as the parasite host and therfore expendable
6. Although he does not emphasize street huskys he does mention SM...Berg SM?? NOT THERE! husky SM yep. not as strong as Y2K era but championship machines there and not out of the mass markets mindset

Meal #3 Now this looks appealng
1. gives his productin nmbers cloer to the 20,000 mark as a proven 17,000 mark because as he says "not everyone wants to ride an orange bike".
2. Husky has a SM reputation in recent years.
3. He says update the husky line. bike has got to begot to be husky centric as berg line is not updated but cloned (basically)
4. he states KTM (big euro brand) dukes it out with Jap biggie (honda) and husky hits Yammie, Suzie, and Kawi
5 As stated, husky has MX..berg no

I think he will chose meal deal 3 with maybe meal deal 1 kind of thingy in 2014 but looking to do meal deal 3 in 2015 and beyond

No insider stuff here...just using comon sense to analyze it and come up with potential outcomes and most probable outcome.

There is a long shot that he does meal deal 4.....selll share of KTM to Bajaj and alienates KTM riders everywhere but single ehandedly pays off all loans an debts and with the mass influx of cash then builds his own husky factory on a new revamped and modernized husky line and company that he calls not 51% of the shots but 100%! oh to be king for a day! BTW can focus on 1 company but this is unlikeley as he makes short term $$ but lose the long term 100,000 KTM units a year and this exponentially means alot

Just my thought and we shall see

until then.....keep the faith and ride more!

 

[ray_ray]

OK
Been thinking long and hard at this ...

True on the bergs that he never mentions them and I'll try to digest this more later today ...

 

[LandofMotards]

Very interesting Joe. Lets face it, it's what most of us have been thinking but have written in complete thoughts lol. He did say in the video that they doubled Husaberg sales though. I think the small bore 4 strokes are safe for now. Acquiring a company and developing a complete line doesn't make sense. Then he might have well of started a new company all together. The 449 will be gone because its a BMW and it sounds that he really wants new 2 strokes. I wish this year would just hurry up already, I want to see what happens lol

 

[Norman Foley]

Joe,
One little detail... Husaberg production, design and management are in Austria, only the racing department is still in Sweden. Husaberg may stay around, because of the trademark licensing with Husqvarna AB Sweden.... 5000 units that you don't have to pay on.

 

[Joe Chod]

Joe,
One little detail... Husaberg production, design and management are in Austria, only the racing department is still in Sweden. Husaberg may stay around, because of the trademark licensing with Husqvarna AB Sweden.... 5000 units that you don't have to pay on.

"Benedict" Foley to Bergs rescue ....I stand corrected sir
However a seperated company setup contradicts the corporate buzzword SP uses alot in inerviews ..."Synergy"

 

[Planepower]

All this speculation is making me nauseous, is there a fact only thread somewhere?

Just by the title of this thread, it is a speculation.
I like the thought provoking comments presented by people who are really passionate about Husqvarna. Myself, all that really matters is that parts will still be accessible as I don't see selling my SM ever. I am far too poor a trail rider to benefit from a newer bike, so the TC (with a bit of tweaking) will do me just fine. My juices really got flowing with the anticipated release of the Nuda, I would love to have a complete Husky stable! Then the TR arrived and figured that WILL be my next bike, I could really dig adventure riding! But CDN distributorship really disappointed me, I've seen the Terra and Strada in person and still believe it'll be a great bike. I love my Huskys and would love to promote them, so it is here I get my rumor info.

 

[Joe Chod]

Very interesting Joe. Lets face it, it's what most of us have been thinking but have written in complete thoughts lol.

I agree but its like a jigsaw puzzle. What i mean is did you ever try a puzzle and had all the pieces but not allowed to look at the box cover? Geez..the edges are doable but then it becomes a frusrtating mess! I thought if i pieced all the importtant coments and then used his key statements on why he bought it as the vision of the box art..I would be further able to draw a most likekley conclusion.
We had this when Cagiva bought Husky in 87. Husky was well known but the cagiva was a more modern performance bike. 89 and up huskys were rebadged cagivas (sans 4 stokes) and cagiva as a badged dirt bike died in 1990 as far as off road racing bikes (its life , and I am speaking specifcaly the performance MX and enduro dirt bike here....lasted from 78 to 89) and our huskys now is what itmorphed into today. Proof that the 110 year old name holds more value than an 11 yar old Italian Stallion or potentialy more too than a a 24 year old swedish meatball tha rolled into Austria and had not only its desiges initialy borrowed by KTM, but KTMs current slgan of "ready to Race" was bergs for years in the past. geez....who has a rape whistle?.

 

[ray_ray]

Joe, you can also add to the 110 yr old name value that the many of the current bodies of people scattered all across dirt bike racing of all sorts, have roots or ties to the Husqvarna brand in their past ... Mitch Peyton is a good example.

And thanks for the history lesson ...

 

[dartyppyt]

Joe, good write up.

Don't think anyone could have said it better.

 

[Boogie]

"Benedict" Foley to Bergs rescue ....I stand corrected sir
However a seperated company setup contradicts the corporate buzzword SP uses alot in inerviews ..."Synergy"

Synergy of parts = common platform strategy

 

[pat ohara]

"Benedict" Foley, what a scream. I had a thought the other morning looking through one of the magazines that features dirt bikes that they all pretty much mimmic each other if they are Japanese made and also KTM. Homogenous products are made for the profit of the maker not the buyer visa via KTM and Husaberg, not a silly business model. So if you have kittens that are born in an oven over the winter; don't call them muffins. Ya see what i mean. Sherco here i come.

 

[Motosportz]

Huskys will be red KTMs pegged for a specific part of the market. He already said everything will share motors and the husky 125 and x-light will be gone. The W250/300 will be all KTM. There will be 200cc 4 stroke commuter bikes built in India called Huskys. I don't see it playing out any other way. I really hope I am wrong. Husky does not sell enough bikes on its own, is not different from KTMs enough to matter and all those aftermarket KTM offering need to fit the new "huskys". It is the only economical route I see and this is about money. Berg sold twice as many bikes as husky, had their own unique thing going that many loved and is now a blue KTM. I don't see this playing out any other way. No way he is going to continue a unique line that does not support itself and steels sales from KTM. Now if he sold KTM off and was 100% with husky it would be the best thing and great for the brand. I think it is very clear that is not what is going on here.

 

[pat ohara]

Huskys will be red KTMs pegged for a specific part of the market. He already said everything will share motors and the husky 125 and x-light will be gone. The W250/300 will be all KTM. There will be 200cc 4 stroke commuter bikes built in India called Huskys. I don't see it playing out any other way. I really hope I am wrong. Husky does not sell enough bikes on its own, is not different from KTMs enough to matter and all those aftermarket KTM offering need to fit the new "huskys". It is the only economical route I see and this is about money. Berg sold twice as many bikes as husky, had their own unique thing going that many loved and is now a blue KTM. I don't see this playing out any other way. No way he is going to continue a unique line that does not support itself and steels sales from KTM. Now if he sold KTM off and was 100% with husky it would be the best thing and great for the brand. I think it is very clear that is not what is going on here.

So Moto i would agree, too bad isn't it? But that's life in the fast lane, i am worried more about the dealership i shop at than whoever this guy is that is the buyer.. After 5 Huskies with only one of them a pile{610] i'm going to keep what i have and move on to the next chapter which will include Spanish or Italian made brands. I am also saving my older model Husa 450 which has no match when it comes to 4-strokers. As i said everything will be everything with only the frame color changed and a compliant press core in the Mags to facilitate the illusion of difference. The WR250 and 300's are still the best dirt bikes made, get them while you can.

 

[water racer]

I believe they will be mostly shared parts. But I also believe they will use the opportunity to design the bike to be different than a KTM or Berg. How else are you going to steal market share from the japs? Maybe they will even keep the italian designers, hand them a truck load of KTM parts and say, See what you can do. Just being optimistic...

 

[water racer]

"Benedict Foley" Love it!!!