Proud of their bikes

The MST from Motus” width=

The MST from Motus makes its debut.

Here in my neck of the woods, we comment on something being expensive by saying that the seller is “proud of it.” Motus is certainly “proud” of their new bikes, the MST and MST-R. There is good reason for some of that pride. These are truly revolutionary bikes, incorporating the unique KMV-4, Gasoline Direct Injection engines from Katech. And the bikes themselves were subjected to 6,000 miles “real world” testing in a coast-to-coast shakedown/exposure run for the concept bikes. The data collected was reportedly used for final tweaking of the production bikes. So while I’ve never had the opportunity to put seat in the saddle of an MST, I have no doubt that they are exceptionally well engineered and handle very well. Taking all of that into consideration I expected that these motorcycles would not be inexpensive. But I didn’t expect the pricing schedule they opened with. MRSP prices were recently revealed in a
dealernews.com article. Did I say, “Not inexpensive?” At $30,000 and $36,975 for the MST and MST-R, respectively, I’d say that’s a bit of an understatement.
Ultimately, it doesn’t matter whether I think those prices are a tad high. The only opinion that matters in the end is the opinion of the consumer. But just who is Motus’ target consumer? To me, both bikes look like sport bikes. I’d guess that the riders who would be interested would also be looking at bikes like the Suzuki Hayabusa – $13,999†, the GSX-R 1000 – $13,799† or the Ninja ZX-10R ABS – $14,999†. Motus will have to be producing a heck of a bike to come in at double the price of the well-established competitors.
But there is always the possibility that I’m missing the true target market. Maybe they’re actually going after the buyers of slightly more exotic bikes, like the Triumph Rocket 3 – $17,494† or the Ducati Diavel AMG – $26,495†. They’re still out of line on the pricing.
The most expensive class of motorcycle is the cruiser. A Honda GoldWing will set you back $26,199†. Or you can look at a Victory Vision – $20,999† or Harley-Davidson Ultra Classic for $22,714†. But these are fully dressed bikes with loads of accessories like built in sound systems and GPS. They all have fairings to keep wind and water off the rider and lots of storage in the form of large saddle bags and trunks. Far larger than the fanny packs slung as an afterthought over the MST’s rear fender. Yet, they still cost considerably less than the offerings from Motus.
As I’ve said before, I want to see Motus succeed. And just because I don’t understand their marketing strategy doesn’t mean they don’t have a good one. But it’s beyond my comprehension at the moment.
I’ll be watching this company, with fingers crossed in the months ahead. Good luck guys. I’m pulling for you.

† MSRP pricing found online.

- Guy Wheatley

2 Responses

  1. oldman Says:

    My guess is they are not trying target a market that is already there, but create a new one for people who have everything and can afford anything and want something better (more expensive).

  2. Guy Says:

    You may be on to something. A NY Times blog comments on the high end components used on the bike and comes to basically the same conclusion you did.

    http://wheels.blogs.nytimes.com/2012/03/20/motus-motorcycles-desirable-machines-with-dear-prices/#more-155977

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