[Husqvarna]

HUSKY’S NORDEN 901: WHERE IT ‘FITS’

2 years ago | Words: Andy Wigan | Photos: Wilko Photo

Over the past 25 years in the motorcycle media game in Oz, I’ve met a lot of marketing managers. But I’ve got to say that none of them have been more hands-on and personable than Rosie Lalonde, National Marketing Manager for the KTM Group in both Australia and New Zealand (which includes, KTM, Husqvarna and GASGAS) – whether she’s interacting with media or dealers or the customers who actually own one of their bikes, and who get involved with the customer experience initiatives these brands are renowned for putting on.

And it’s that connectedness to the real world – rather than to their own brochure’s claims – that allows the KTM Group’s brands to stay ahead of the curve when it comes to understanding what their customers want from a motorcycle, and feeding that information back to HQ to ensure their machines are evolved accordingly.

But Husqvarna’s Norden 901 – the brand’s first foray into the adventure bike market – poses an interesting challenge for Rosie and her marketing team because it’s the latest mid-capacity arrival in an increasingly populated and highly competitive market segment. And that’s what prompted us to sit down with Rosie after the Norden’s recent Aussie media launch and press her to articulate exactly where she feels this bike ‘fits’ on the growing spectrum of machines in the mid-capacity adventure bike market; how its ‘offering’ differs from KTM’s 890 Adventure models (whose engine and frame it shares); and who it’s likely to appeal to as a result…

“Husky dealers are excited that they’re not just selling the Norden 901 as a motorcycle; they’re also selling the incredible lifestyle these adventure machines open up for people.”

The arrival of the Norden 901 essentially creates a whole new game for Husqvarna dealers, right? Sure, they’ve had the 701 Enduro in the range, but the Norden represents the first ‘proper’ adventure bike for the brand.
Husqvarna dealers are ecstatic. It’s been a long time coming, but they now have a pony in the game when it comes to the adventure bike market segment. Husqvarna has recently introduced some street models to the model range, but because it’s such a traditional off-road brand, a lot of these dealers are more inclined to have a motocross or enduro background. So for me, it’s been exciting to see these dealers really embrace the adventure experience – you know, not just being able to travel 600km a day in all sorts of terrain, but also taking in points of interest en route and enjoying the whole lifestyle that comes with it. I think they’re excited that they’re not just selling the Norden 901 as a motorcycle; they’re also selling the incredible lifestyle these adventure machines open up for people.

“Husqvarna hasn’t just made another KTM 890 Adventure R. The Norden 901 is designed to fill what is a fairly large gap between the two KTM 890 Adventure models.”

Not to mention that adventure bike customers are generally more cashed up than your average young race jockey!
Fair point. I mean, rather than only dealing with younger motocross riders who are looking for a race plan or discounts on their bikes, the Norden puts Husqvarna dealers in touch with customers who don’t race – or no longer race – but who really want to buy into the adventure bike lifestyle; riders who are interested in the bike, its range of technical accessories and apparel, and our ‘Husky Trek’ customer experience rides that are all part of it, and who are prepared to lay down their hard-earned to get it. And all of that allows dealers to become a lot more engaged with their customers.

“Many just want that long-distance travel comfort; a refined, sophisticated adventure machine that will confidently handle big distances on roads and off-road terrain. And it’s these customers that Husqvarna is targeting with the Norden 901.”

There’s no getting around the fact the Norden shares its engine and chassis platform with KTM’s 890 Adventure models. So, what do you say to those who dismissively claim the Norden 901 is simply a KTM 890 Adventure in Husky clothing?
As the KTM Group, we need to market both of these exciting models, and I initially struggled to properly get my head around where the Norden is positioned. It wasn’t until I’d actually ridden the bike at the dealer launch, and then again with you guys on the media launch, that I truly came to understand that Husqvarna hasn’t just made another 890 Adventure R. The Norden 901 is designed to fill what is a fairly large gap between the two 890 Adventure models.

You said that speaking with Husky dealers helped you narrow your focus on exactly where the Norden ‘sits’ on the spectrum of bikes in the adventure market segment, and what sort of customer it’s likely to appeal to. Explain that.
Well, let me expand on what I said about the gap between the two 890s. KTM’s 890 Adventure R is a sensational bike that’s widely regarded as the most off-road capable in the segment, and perfectly suited to those who want to do that extreme off-road end of the adventure-riding spectrum. But its aggressive, high level of performance can polarize people simply because not everyone wants or needs those incredible capabilities off-road. Many just want that long-distance travel comfort; a refined, sophisticated adventure machine that will confidently handle big distances on roads and off-road terrain. And it’s these customers that Husqvarna is targeting with the Norden 901. So, I’m hoping the 901 will attract BMW customers, Honda Africa Twin customers and Yamaha Tenere customers. We not only want to introduce new customers to the Husqvarna brand, but also introduce them to the KTM Group – much like our approach with GASGAS, which (when we launched the brand) was positioned as a non-intimidating pathway into the KTM group. The first time I rode the Norden was at the dealer launch and on the first day we covered 700km – 50/50 road and off-road terrain in the Victorian High Country. And I got off the bike feeling great … my hands, my shoulders, my legs, my bum! That to me is a sign of a truly exceptional travel adventure bike.

Why not offer both a road- and off-road-oriented version, as KTM does with its 890 Adv and 890 Adv R?
In the Australian market – which is much more skewed to off-road riding than other markets around the world are – we sell a lot more of the 890 Adventure R models than we do the ‘standard’ 890 Adventure. So the fact the Norden 901 sits much closer to the 890 Adv R (than it does to the 890 Adv) means it makes a lot of sense for Aussie adventure riders. If you look at the sales pie-chart for the mid-weight adventure bike segment in Australia, the Yamaha’s Tenere is a very popular bike. As is the Triumph Tiger 900 and BMW’s F850GS and F750GS. I believe that KTM’s 890 Adventure R has made a very compelling argument for customers who use their adventure bike in extreme off-road terrain. But a large part of that pie remains populated by customers who want a true adventure travel motorcycle. And we believe the Norden 901 is a now a very attractive alternative for that remaining part of the pie, so to speak.

Right! How did the pre-order program for the Norden go?
Right from the get-go, pre-orders on the Norden 901 were very strong – especially when you consider this is a bike that no one has ever even seen or ridden before. There was something like 50 units ordered back in December when we opened up the pre-order window for just 10 days. We intentionally kept that to a narrow, 10- day window because we wanted to get a sense of the appetite for the bike; for those who truly wanted to be one of the first people in the country to own this landmark new model. We also wanted to make sure that we retained enough bikes to allocate to dealers around the country for floor stock and/or demo models.

At a ‘Ride Away’ price of $25,050, how do you think the Norden compares with the other players in the mid-capacity adventure bike segment? And with its ‘inhouse’ rivals?
The Norden is $350 less than the 890 Adv R (or on par with it if you add the $324 Explorer mode option) and $1650 more than the 890 Adv. But you’ve got to remember that you’d need to add the $1300-plus ‘Tech Pack’ to the 890 Adv R (which includes cruise control, Quick Shifter and Rally mode) to get the same electronic features as the Norden. In other words, there’s about $1000 worth of features that come standard on the Norden but not the KTM 890 Adv R, which stretches that price differential out to around $1400. There’s no doubt that Ducati’s DesertX will be a competitor. It’s looks like it’ll have a very similar price and spec to the 901. When comparing the Norden with other brands, you’ve always got to look at what you get for the Ride Away price. For example, with comparable models from brands like BMW and Triumph, their price is a little lower than the Norden, but we believe their specification is quite a bit lower. Those brands tend to advertise a price for their ‘base’ model, with options to up-spec the machine at an added cost. And that’s when their actual price really starts to climb. The Norden, on the other hand, comes with all those premium features. In my mind, the only key upgrade option for the 901 is the Explorer mode, for $324. Or – if you want to convert your Norden into something with even better suspension that KTM’s 890 Adventure R – you can fit the WP XPLOR Pro fork and shock, for around $8000. That would put the Norden’s suspension performance on par with KTM’s limited-edition 890 Adventure R Rally, which is around $36,000.

“The comment I keep hearing is how much more impressive the Norden 901 looks in the flesh. And I think the bike’s performance on and off the road will speak for itself.”

Speaking of technical accessories, there’s a bunch of performance, protection, luggage and apparel options in the Husqvarna Norden Adventure Guide. A one-piece seat will also be available for the bike too, right?
That catalogue is cool, huh? And everything has an Aussie Dollar price on it! Yep, a taller one-piece seat will be available down the track for the Norden, which riders who are more off-road oriented are going to like. Plus, I think the optional alloy skidplate – which is all-new and offers added protection for the fuel tank and engine – will be popular. That skidplate will also fit the 890 Adventure models, but it’s cool that it’s been released with the Norden.

So, if the Norden 901 has whet someone’s appetite, what is your advice?
Buy one, of course [laughs]. No, seriously, I’d encourage them to go see their local dealer and organise a demo ride on the bike because the look on people’s faces after they first experience this parallel twin engine is priceless! The Norden 901s are in stock now at dealers around the country – which, in this current environment with Covid-affected supply issues, is a bit of a novelty! We’re really happy that we were able to secure a decent volume in the first shipment and we’re well placed to cater to customer demand. The comment I keep hearing is how much more impressive the Norden 901 looks in the flesh. And I think the bike’s performance on and off the road will speak for itself. That’s not to mention the bike’s high quality of finish and component specification, its sophisticated electronics package, and just how nimble that low-slung fuel tank allows it to be in all sorts of terrain.

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