ATK, Hyosung to collaborate on bike range for Harley dealers

Dailies -

By

ATK_Motorcycles.jpgWho needs Buell when you have ATK/Hyosung? The tiny American dirt bike maker will partner with the Korean giant to produce a range of small-capacity street bikes that will be distributed at US Harley dealers. Discussing the announcement, ATK CEO Frank White said, “[Hyosung] will send parts from Korea, and we will integrate those with our own American and European parts. These American-Utah-assembled motorcycles will be targeted to be sold through a select group of Harley-Davidson dealers who are looking for a quality smaller-displacement motorcycle.” The bikes will be sold under the ATK brand name.

So what does Harley think of all this? “The management at Harley-Davidson knows what we are doing with some of their dealers, said White. “However, they do not endorse our activities in any way.” Surely the lack of objection counts as tacit approval or at least throwing ailing dealers a potentially profitable bone during hard times.

via DealerNews

  • CafeRacer1200

    Can’t wait to see the 2011 Hyosung-Davisdson. Now with bold new colors and extra suck.

  • http://twitter.com/bzrong bzr

    THIS will end well.

  • http://bolty.net Stacy

    Fischer uses the Hyosung 650 vtwin motor. And now the circle of life is complete.

  • Papasan

    Did these guys call Erik Buell for a reference?
    I’m thinking no…

    Papasan

  • http://www.xborgforum.de/forum/portal.php Eric H.

    W H Y won’t Harley just lay down and die…???

    • Syke

      “W H Y won’t Harley just lay down and die…???”

      Because pissing off squids is like shooting fish in a barrel, and a lot of fun.

      Harley won’t die because there’s a lot of people out there who enjoy riding the bikes, still buy stuff, and dealers ARE still making money. Keep in mind that after the last twenty years of virtually printing money, what passes for hard times at HD would be considered quiet acceptable business for a lot of the smaller motorcycle manufacturers.

      They ain’t going away anytime soon. Bwahahahahahahaha!

      • http://www.xborgforum.de/forum/portal.php Eric H.

        “They ain’t going away anytime soon. Bwahahahahahahaha!”

        Dear Syke…

        Please, let me know if there’s anything – anything at all – that I can do to help you expedite the demise of ATK-Davidsung as quickly as possible… ;-)

  • Toni

    can’t wait to see Hyosung Electraglide Screamin’ Red Dragon.

  • Mike J

    So Harley couldn’t sell Buel as a company because of the interdependent nature of their dealer network, yet they can allow a completely different manufacturer to sell bikes through that network..?

    Yeh, that makes sense..!

    • cWj

      I think the headline is misleading…

      The way I read the story, this is something the dealers set up themselves thing – not HD’s.

      Hyosung’s US marketing was been in a holding pattern for a while. Maybe this was the reason. They make some cool little bikes. This will hopefully address their parts availibility problem.

  • DD

    Where is the token harley dude with his head in the sand, shut-up and ride, none of this is happening comment?

    • BobG

      Right here DD. Obviously you can’t read. Haven’t you ever seen a Harley dealer selling another brand in their stores, and I dont’ mean Buell. They’re out there. This will be through a select group of dealers. Harley shops sell all kind of parts and things other than the HD brand. If you got your head out of your ass, you might have known that. And, what’s wrong with a multi-line dealer – there everywhere.

      • http://www.xborgforum.de/forum/portal.php Eric H.

        “Harley shops sell all kind of parts and things other than the HD brand.”

        So we’ve noticed. Just NOT other motorcycles. Well, not so well anyway…

        Question for you BobG – if it didn’t “work” with Harley dealers selling Buells, what makes you think it’s going to be any better for these new small-engined ATK-Davidsung wonder bikes…???

        This is Buell all over again in my eyes…

      • DaFoxx

        Bob,

        Actually, I haven’t seen a Harley dealership with another brand. It was my understanding that Harley had pretty much required standalone dealerships, even if the dealership owner owned several franchises, no?
        If I’m wrong, please let me know. I’ve thought that was ‘just the way it was’ for a while now!

        • Syke

          If you’re just taking on a Harley dealership, you’re going to get the “Harley only” mantra big time from Milwaukee. No, legally they can’t stop you from adding another marque . . . . . they just have other ways. Little matters like allotments being cut (up to a couple of years ago, this would have been the kiss of death), t-shirt shipments not showing up until after the Christmas selling season, etc. Harley has lots of leverage with dealers because it was proven quite a while back that having a Harley franchise is twice as profitable as any other make. OK, maybe BMW and Ducati (well run, of course) comes close.

          If you look at HD dealers who are multi-marque, take a look at how long they’ve been in business. It’s always been my impression that the multi-marque shops have been around for a couple of decades at least. To their credit, Harley’s not about to get pissy with a old line dealer who suffered through the days before the waiting lists.

  • 4Cammer

    This will be fun to watch. HD dealers had a hard time knowing who the Buell customer was…..

  • CBontheMV

    Is it April 1st already??

  • Tom

    What? Harley drops Buell and then inserts ATK? Whether or not you like Harley, this is just stupid. People who are in the market for a dirt bike simply will not go to a Harley dealer. The Japanese have spent decades cultivating this market and people know where to go to get the dirt bike that they need.

    This goes back to the question of Harley putting their name on the MV Agusta and selling it at their dealers. harley has sepnt decades cultivating their pirate market and people wanting a dirt bike simply are not going to Pirate Land. the product and retailer are simply to incongruous.

    • http://www.xborgforum.de/forum/portal.php Eric H.

      STREET bike, Tom – the new 2010 ATK-Davidsungs are STREET bikes according to the original article here at HFL:

      “Who needs Buell when you have ATK/Hyosung? The tiny American dirt bike maker will partner with the Korean giant to produce a range of small-capacity street bikes that will be distributed at US Harley dealers.”

    • BobG

      What? Harley drops Buell and then inserts ATK?

      What is it with you people who read right past what a sentence actually says and then start spouting all of this inaccurate crap.

      These American-Utah-assembled motorcycles will be targeted to be sold through a select group of Harley-Davidson dealers who are looking for a quality smaller-displacement motorcycle.” The bikes will be sold under the ATK brand name.

      “The management at Harley-Davidson knows what we are doing with some of their dealers, said White. “However, they do not endorse our activities in any way.”

      Time to back to scchool Tom.

  • Firebolt

    Who needs Buell when you have ATK/Hyosung?

    STFU !

  • BobG

    Not true Eric. Do some research instead of talking out of your ass too. There ar HD dealers that also sell Ducati, Kawasaki, etc. In fact, there is at least one that even sells Victory. And why on earth do you even care? Does it piss you of that a Yamaha store also may sell Honda and Suzuki?

    • http://www.xborgforum.de/forum/portal.php Eric H.

      Dear BobG…

      While I may be talking with a slight Buell-chip on my shoulder, I’m not talking out of my ass…In fact, you’d be surprised to know who I work for… ;-)

      With that said, the H-D dealerships in North America tend to differ very much from the H-D dealerships here in Europe…Here, H-D dealerships tend to be very exclusive – selling only H-D motorcycles and H-D owned brands such as Buell and, for the last year, MV Agusta…

      Personally, it doesn’t matter to me who sells what…However, what I find amazing here with thei situation is that while many H-D dealers are still “partying” over having been rid of Buell, some of them are going to get saddled with these new ATK-Davidsungs and I find that both ironic and laughable…

      Best regards,

      Eric H.

      • BobG

        Here in the US, many HD dealers were not Buell dealers. I’d be curious to see which ones pick up these ATKs. And if they do, fine. Why get pissed at a dealer who may be filling a niche in his area. If it helps them increase the bottom-line, so what? Things are tough all over. What annoys me is that some of these know-it-alls here have never commented on HD dealers selling other brands like Ducati, etc.
        Anyway,I apologize for the head up the ass comment to you.

        • http://www.xborgforum.de/forum/portal.php Eric H.

          “Anyway,I apologize for the head up the ass comment to you.”

          I accept your apology without problem, BobG – I didn’t feel it necessary, but thank you for it just the same…

          I’m not fragile – a good, solid, passionate debate with a side order of alternating verbal b**tchslaps between intelligent, multi-faceted people is always a great time for me… :-)

          Best regards,

          Eric H.

          • BobG

            I agree!
            A pleasure Eric.
            I gotta go though. It’s a beautiful day here in the eastern US and I’m going to leave work a little early and go take a ride. Days like this are far and few between this time of year.
            Have a nice weekend.

      • BobG

        Personally, it doesn’t matter to me who sells what…However, what I find amazing here with thei situation is that while many H-D dealers are still “partying” over having been rid of Buell, some of them are going to get saddled with these new ATK-Davidsungs and I find that both ironic and laughable…

        I would find it laughable too, but this isn’t coming through HD according to the article. This is seperate and no HD dealer has to get involved if they don’t want too. I know of many HD shops wouldn’t even think of it because it’s not their market.

        • http://www.buyshitdostuff.com Eric

          I would find it laughable too, but this isn’t coming through HD according to the article. This is seperate and no HD dealer has to get involved if they don’t want too.

          Agreed. Harley hasn’t forced any dealers to sell these bikes… hell, it doesn’t even sound like it was HD Corporate’s idea anyway. If dealers wanna sell these new bikes, great, if not, whatever.

          Wisconsin’s oldest Harley dealer, Ukes, sells KTMs and Can Am Spyders alongside their HDs and (until last month) Buells. Hell, the owner has the first Buell Firebolt made (along with other iconic Buell’s) in a little Harley museum they have on-site.

  • Syke

    There is precedent to this:

    Back in 1994 when Triumph was preparing to return to the American market, they targeted HD dealers as first priority. On paper this was a win-win situation: Take the best known marque in America and have their dealers selling the second best known marque in America. A lot of Harley dealers got the idea that the sidewalk would be a line of customer beating on the doors to get in, and rubbed their hands at the thought of TWO sets of waiting lists for bikes being sold at a premium.

    Unfortunately it didn’t work. If anything, it probably hurt Triumph the first three years they were back, because:

    1. Harley dealers were just as good at selling Triumph sport bikes as they were at selling Buell sportbikes. For the same reasons. Thunderbirds they could understand. Daytonas they couldn’t. The lack of a Bonneville at the time had them screaming.

    2. Triumph miscalculated in thinking their market was still there. In the twelve years they were gone, most of their customers had moved on – mainly to Harley Davidson. Hinckley had to start from scratch in America.

    3. Triumph also underestimated the, “It’s not a real Triumph” attitude because it was water-cooled and electric start. Believe me, it took about five years to get over that one, and in some quarters it’s still loudly voiced.

    4. Although they couldn’t stop dealers from taking on the line, Harley made life very difficult for the dealers that did. My first dealer (Howell’s in New Kingstown, PA) got away with it because he’d been a dealer since the bad old days of the early 80′s when you couldn’t give a Harley away. When Jim sold the business, the new owner was pressured to giving up Triumph within two years.

    The realization that this is happening without HD resistance is a clear sign of the economic times. File this one in with “no new Gixxers for 2010″.

    • http://www.xborgforum.de/forum/portal.php Eric H.

      “The realization that this is happening without HD resistance is a clear sign of the economic times. File this one in with “no new Gixxers for 2010″.”

      True.

      However, I will go so far as to expect the new ATK-Davidsungs to suffer the exact fate as poor Erik Buell and his unique motorcycles within seconds after an economic upswing in USA – acceptable sales numbers or no…

      After all, the brilliant thermostat salesman, Keith Wandell, had absolutely no qualms about sneaking up behind Erik Buell and a**-raping after barely 6 months on the H-D punchclock – why should ATK’s Frank White expect any better treatment…???

      If I was Frank White, I’d grow eyes in the back of my head… ;-)

      Best regards,

      Eric H.

  • Rider

    Boy this ought to be fun to watch. All the harley dealers will shove these back in the corner where the Buells used to be. They will but these bikes behind the belt buckle and ash tray displays. Harley dealers are not interested in selling this stuff. They can’t sell a ATK buyer any Screaming Beagle stuff and what happens when they find out that the little ATK’s will out perform there harley crap.

  • BL

    i’d like to know how this process was initiated.

    ‘select group of harley dealers LOOKING for small disp motos’

    sounds like a group of dealers approached ATK by that quote.

    “The management at Harley-Davidson knows what we are doing with some of their dealers, said White. “However, they do not endorse our activities in any way.”

    this doesn’t make any sense. if they did not endorse it, they could block it. they are all powerful.

    also, are the bikes going to ONLY be distributed at harley dealers?
    That isn’t probably the best idea for these ATkyosungs…why limit yourself?

    if you’re atkyosung, you’d want as broad of distribution as possible.

    this tells me that harley knows, initiated and endorses this…

    • http://hellforleathermagazine.com Wes Siler

      Don’t read press releases too literally, half the time they’re just trying to spin things. We try and cut through that bullshit for you in the content we publish on HFL.

      As far as I know, they’re just waffling on about the future deal to distribute through HD dealers.

      • BL

        mmmmm….waffles….

        maybe that’s where all the eggos went!

  • BL

    just read the dealer news article

    what the hell does this quote mean?

    S&T(hyosung) can benefit from ATK’s substantial experience in the American motorcycle market and ATK’s presence inside the Harley dealer network.”

    ATK’s presence inside the harley dealer network?

    i just checked ATK’s website and looked for a dealer…none listed in the USA….

    maybe they were distributed at harley dealers ‘back in the day’?

  • Matt

    I’m just trying to figure out how this is going to make my dream of a $8,000 street-legal Intimidator supermoto a reality. I know, I know, 2-stroke + CARB compliant = pipedream; but it’s my pipedream.

    Any guesses about what form these bike will take on? Dual sport, SM, other? ATK doesn’t yet seem to have anything on offer as far as street or inexpensive bikes go, so it’s tricky to tell how they are going to utilize Hyosung parts to achieve both of these aims. Hopefully they will at least start offering warranties.

    • Sidehackern8

      While the other comments are fun reading, Matt is the only one asking the question that I am. What are they gonna sell? If they can sell a relatively inexpensive dual sport with a warranty, or better yet, a scrambler (meaning simply a street oriented bike that can handle fire roads or light offroading) I’m game… or will be when the finances pick up… did I say when, should I be saying if? Well, there’s always the used marketplace. Anyway, please keep us posted as to what the bikes might be guys.

  • JT

    So why can’t a HUGE company like Harley simply make different kinds of motorcycles? — JT

    • Rider

      Because HD spends all of its R&D money designing belt buckles, clocks, ash trays, dog dishes, t-shirts, do-rags, vests, jackets, boots, key rings and don’t forget the time spent figuring out the new 2011 lineup of paint colors and chrome.

  • Fatrod

    Damn them dealers, who wants more choices. Don’t they know we socialist now?

  • Skipper

    What a way to market your bike. Put them in HD dealerships. Yea right. I wouldn’t be caught dead in a HD dealership. Hyosung will get off to a roaring start – HD dealers will put them in the back corner. Oh – I forgot maybe Hyosung will have a complete line of clothes, belt buckles, dishes, do-rags and stuff. If that’s the case they might do ok in a HD dealership. They can sell Screaming Noodle parts right next to there Screaming Beagle parts.

  • http://www.xborgforum.de Eric H.

    “They can sell Screaming Noodle parts right next to there Screaming Beagle parts.”

    ROTFLMAO

    And an otherwise normal, boring tuesday morning starts with a hearty guffaw…Thanks for that…!

  • Skipper

    Yea if you told somebody that knew nothing about motorcycles that you had a harley with a “Thunderbolt” engine with a HD “Screaming Eagle” HP kit they would think “Man that dude must have one bad ass motorcycle. At least until they were enlighten then they would say “Isn’t false or misleading advertising against the law.

  • http://www.bor-hog.com Bor Man

    Yet another Frank White fantasy, just like the Intimidator that never was, the “New” ATK models that are Cannondales, the “New” ATK’s that are just old Cannondales off dealer back shelves with ATK plastic stuck on them and new VIN numbers.

    These are a few rogue HD dealers that have an axe to grind with Harley. Let’s see if they can get them financed and floor-planned. I’ll believe it when the first ones arrive. By the way, these will be 100% Korean. ATK does not have any technology of their own.

  • wheelingOnCR

    And all this, of course, is the confirmation that you guys at HD still don’t know what a motorcycle is.
    How can someone who makes motorcycles that you drive with your feet forward know what a motorcycle really is ?
    The only thing I can drive feet forward is my scooter.
    Maybe Harley should start selling Vespa and other scooter brands along with Hyosung and stop building what they still call “motorcycles”.

  • Big Frank

    ATK was a decent bike company until 1994 when it was bought by the mormans, now they are a parasite company that produces decals and puts them on other bikes( Cannondales, Maicos) they don’t really make a bike of there own ,rather sell rebadged bikes as ATK’s,,,,,Now with hyodong or who ever in the picture this will be a comedy act, mix in Hardleys and even better !!!!!

    • bor man

      You are so right. Frank White is just trying to get some ink so he can screw more investors out of money so he can pay the mortgage on his mothers house where he has to live now since he lost his house. What a joke. By the way, the guys he was working with in Oklahoma who were going to take him public finally did do a merger with highland and are trading already. He shouldn’t have backed out on them. What a buffoon.

  • Mr M.

    Yesterday I happened to be driving along I-15 in Salt Lake when I saw Frank White trailering 2 brand new Hyosung road bikes to somewhere in the Cottonwood Heights area. They sure didn’t look like they were “integrated with American and European parts” to me.

  • Dilweed

    Where’s all these great Hyosungs? It’s May and ATK said they would be out in Feb.?

    They are about to miss riding season!