KTM are teasing the European launch of the 125 Naked – the first of a new range of 125 to 350 cc entry level street bikes – with a new video on a dedicated Facebook page. The video is a perfect example of the kind of marketing KTM boss Stefan Pierer banned last month.
The 125cc bike is aimed at learner riders, whose safety is of special concern for ACEM (the Motorcycle Industry in Europe) and its president Stefan Pierer, a.k.a the CEO of KTM. Under pressure from the EU to help reduce motorcycle accidents, ACEM recently reinforced their self imposed advertising policy, outlining a “common approach to socially responsible communication”.
Looking at the video above of the KTM ridden on the pavement in sneakers and t-shirt, it seems like Stefan Pierer has already forgotten his own month-old ACEM press release:
The advertising policy adopted by the European Motorcycle Industry ensures that all promotion and advertisements for motorcycles, scooters and mopeds destined for use on public roads show the vehicle used in a safe and responsible manner, in order to positively influence the attitude of the rider, which is central in motorcycle safety.
Aggressive riding styles, and any depiction of unsafe behaviour on public roads will be banned from ACEM manufacturers’ PR campaigns. Next to encouraging safe and responsible behaviour these measures also aim at promoting safety enhancing features such as advanced braking systems.
Stefan Pierer, ACEM President and CEO of Austrian manufacturer KTM Sport Motorcycles, stated: “Motorcycle Manufacturers can play a significant role in improving road safety through communication and marketing. The Motorcycle Industry has therefore agreed to strengthen its commitment toward road safety by following a common advertising policy, which sets clear rules to influence attitudes, change behaviours and thus contribute to make a difference in improving road safety on European roads.”
Words will be exchanged next time ACEM president Stefan Pierer meets KTM CEO Stefan Pierer.