Swedish Motorcycle brand Husqvarna Defies Gravity
In this case, the gravity we are referring to is the downward trend of motorcycle sales. Even in the face of decreasing motorbike sales, Husqvarna still maintains an almost cult-like following in their dirt bikes and supermotos, which is what the Swedish brand is known for.
Recently, the brand has released a new line of three street motorcycles, which have already sold out since its global release in March. About half the size of a traditional motorbike, these lightweight vehicles make for easier use in urban settings.
An avid fan of the brand, Trey Morita had “dropped everything and went up there and got it the same day,” he stated on him acquiring the Husqvarna 701 Supermoto (see picture below). The motorcyclist had travelled all the way to York, Pennsylvania from his home in Silver Springs, Maryland just to get the bike.
According to Morita, “There are a lot of Husqvarna dealerships around. But the bikes usually sell out as soon as they come into stock.”
Owned by KTM AG, which manufactures sports cars and motorcycles, Husqvarna’s plan was to release three new street motorcycles this year - two different Vitpilen (701 and 401) and the Svartpilen 401. This move was done in an attempt to position itself as a lifestyle brand, and it was certainly successful given that Husqvarna had sold out on dealer network orders for the first round of Vitpilen and Svartpilen bikes.
Blaine Shuttler, the managing director for the Husqvarna North America, said that the company will add additional street models to its collection in the future.
In fact, the new street motorcycles are just a part of the brand’s continued growth; in a market where motorbike sales have been on the decline, Husqvarna released just over 12,000 motorcycles at retail in North America last year and are expecting to produce closer to 15,000 this year. Internationally, the brand also plans to manufacture around 45,000 motorbikes this year, an increase of 5000 from the original 40,000 last year.
The company thinks that the brand’s appeal comes from the minimalistic design of the motorcycles, as they are smaller and lighter than most other bikes, thus making them easier to maneuver around. The Svartpilen and Vitpilen have a more stylized aesthetic for street riding and include features such as single cylinder engines, anti-lock braking, fuel injection and traction control.
“They’re a smooth ride for such a small ride,” Shuttler said. "It kind of disappears underneath you. You would have to be in a pretty expensive Porsche or something like that, to get a power-to-weight ratio even to be representative to something like these bikes can provide."
Husqvarna Motorcycle hopes that the release of the new street bikes will attract both seasoned and novice riders alike.