Triumph Tiger 800 leakathon continues

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Triumph’s leaklaunch of the new Tiger 800 adventure bikes continued today with a misguided “preview” for the brand’s hardcore fans visiting Triumph Live at England’s Mallory Park.

“Not only will we be previewing the 2011 range of bikes and clothing…” was the message to ticket buyers on the Triumph Live website. As it turned out, the preview consisted of the two Tiger 800 models hidden inside shipping crates and viewable through holes drilled in the crates’ walls.

Now, manipulating media in an attempt to get as much coverage as possible is sort of ok, even if it could backfire by reducing interest in the run up to the product actually going on sale. Actually misleading your most loyal fans who travel from all over the UK and Europe and pay good money for the tickets to the event? Just plain stupid.

The strict “no photo” policy meant that even the pictures of people lining up to stare into freight crate peepholes were deleted by Triumph security, so this sneakily taken cell phone shot of the Triumph Tiger 800 XC tank is all we can provide.

Triumph didn’t reveal any more information about the Tiger 800 /  Tiger 800 XC than we already have, but, as expected, they’ve prepared a shitload of aftermarket “adventure” equipment. No other 2011 models were “previewed,” meaning Triumph either have no other new 2011 models or they mislead their fans on that account as well.

The top photo comes courtesy of a friend who attended the event (and was very disappointed) and the rest of the photos come from ADV Rider and Triumph Torque, where attendees are also a bit peeved. Note the peep holes drilled in the crate’s side.

  • david folch

    I can help them recover their images… there’s softwares all over the web for that…

    • Wes Siler

      All that trouble for a picture of a queue?

  • John

    Triumph is just lucky that most of us will likely overlook the awful marketing program they are using to announce these machines and buy them anyway if they’re better than the BMW 800 bikes. Really, REALLY annoying. Did they hire the New Coke guy or what?

  • UrbanRider

    Triumph make fantastic bikes, so with that in mind this will soon be forgotten.

    I can see how this seemed a good idea in a meeting, after all it’s better than no preview for hardcore fans at all. However in reality it doesn’t sound good at all.

    I cannot wait to see and try the bikes, the number of guys in London with a GS, soon they will be on British bikes again, fingers crossed.

  • Komet

    Just show us the damn bikes already.

  • robotribe

    As already said many times over, the marketing lead up to what sounds and looks to be a great bike has been awful at best. Then again, Triumph do tend to deliver something special in the end, especially the last 5 years or so.

    On another note, since one of the photos in this group features the new Tiger logo, I have to ask: what f*cking monkey did Triumph hire to create their logotype branding? It seems as if all of the bikes of their modern line have logos on their tail that look as if they were borrowed from the NERF toy guns and Super Soakers I buy for my kid. And no, that’s not a good thing. Even the logo on my Street Triple looks dated by 20 years.

    /graphic design rant

  • saganhorse

    Seriously; Describing “Triumph Live” as poor to cover your own disappointment for not getting more photos of the new Tiger is absolute crap.

    Not only does your text disagree with the photos (“drilled holes in the walls” does not equate to the evidence of full frontal exposure, in addition the back of the on-roader was viewable too.) but the whole piece reeks of biased writing. If you read the links which you quote, (the opinion of one is set by this very article) the most dividing issue seems to be the varying opinions the bands (music opinion FFS!) and the cost of the tickets. They were a bit expensive compared to a national race meet, but very cheap for a gig – and both were on offer with much more to see besides. Hey, if you got to an all you can eat buffet and only want chips, don’t complain that you paid the full fee!

    The argument that Triumph “only have one new model (two variants)” is poor. In ’09 Triumph “only” announced the Thunderbird as it’s all new bike. Compare that to what turned up in 2010 – the Sprint ST, Sprint GT and the Rocket II Roadster updates. All of these were in market areas in which the brand was already competing.

    New Tiger? Sure it’s a pretty elongated release, not helped by ‘not’ leaks and a campaign started waaay to early. But to think that Triumph were going to give full exposure to bikes which are yet to be officially launched is unbelievably naive.

    The fact that the first look at the bikes in the flesh occurred in a tent on a damp racetrack in the East Midlands to the fans of the brand and not in a glitzy show in another country is a good thing, no matter how you look at it.
    You may not have had a chance to “do the walk around,” but there was nothing stopping you from sticking yer head in the boxes to have an oogle – I know as I did!

    And can you read? The information on the event stated, “The 2011 range of bikes will be previewed.” EXACTLY THAT happened – two full tents of all the bikes in Triumph’s range available to swing yer leg over, along with with free test rides on a large range of them; a criticism of mine was that unfortunately there were really not enough bikes for the demand, though. There were track sessions too, and a number of really exciting and close races too.

    The dividing issue over the Concert, which is where I guess your view that “the internet says the day was poor” came from was actually very good. Considering that one of the bands there was charging over £55 for a larger venue just less than a fortnight before, and for the whole day it was less than half that in advance puts it into perspective.

    Bah, whatever. Think what you want to, the view from this side of the pond was that, even taking out the large dollop of “national bias,” it was really good. I had hoped for something on par with the rest of HFL. This is just poor.

  • Ivar Kvadsheim

    saganhorse: Glad you’re happy with Triumph Live. There’s no description of the event here, only the “preview” part of it. I am on “this side of the pond” as well – as are the people I spoke to about the event. They read what is said on the Triumph website, travelled to Triumph Live expecting to see the 2011 line up and were disappointed. Added to a previously poorly managed launch campaign, I find it worth reporting.

    • ianw

      Interesting that you describe it as a poorly managed campaign. Just here on HFL there have been numerous posts and discussions about the upcoming bike. Now people want to see it so much they are supposedly willing to pay for the pleasure.

      Compare that to the publicity about the Hondas being unveiled at EICMA. What Hondas? Exactly. You can’t buy the column inches that this ‘poor’ campaign has enjoyed. If all the new bikes are first seen at EICMA, coverage just gets diluted as everyone tries to cover everything. The week after showtime you’ll be lucky to get half a page in the mags rather than 2 or 3 double page spreads over the course of a few months.

      It might reduce the initial impact doing it this way but on the flip side- has it made those guys just about to buy a BMW think twice for a couple of months?

      Regarding Triumph Live, Ok it may leave a few people a bit peaved IF they paid just to see the bikes, but really? Only went to Triumph live to see the new Tiger? That’s just asking for an anti-climax. I actually think it would have been a good idea to launch the bike at the event, for the same reasons as above but to go purely expecting to see it was a tad optimistic.

    • saganhorse

      I think the point was missed there – the 2011 range was, in effect, previewed; that is to say, all the bikes which will be available in 2011 were there, and as far as I saw, versions of all of them (bar the obvious ones) could be ridden – much better than a bike show. What else was to be expected? But if those visitors went just to see the Tiger, as ianw says, they were hopelessly inept.

      I still maintain that this article paints “Triumph Live” as “Triumph’s bike range show” which it certainly wasn’t meant to be; it was so much more. Perhaps a review of what went on would be good? Because at this point it stands as a “I didn’t go, but my mate sez…”

      However, with hindsight, I will take the rap for assuming a yank-based review, I shall concede a point on that one. Apologies.

      • Wes Siler

        I’m glad to hear you guys had a good time. I would actually have liked to see both The Stranglers and Mumford & Sons and agree the price was totally reasonable if that’s what you were paying to see.

        As Ivar says, a colleague of ours (a huge Triumph fan) traveled to the event from a foreign country in order to see the Tiger and was aggrieved that he had to peer through a wooden crate to do that. As I understand it (correct me if I’m wrong), the crate wasn’t opened at the front until the second day. It wasn’t an issue of us getting photos, it was an issue of disappointing fans.

        As for Triumph’s campaign being mismanaged? Sorry, but it is. The trick to this viral marketing thing is not to make the public and media feel like they’re being manipulated. Here, instead of building natural excitement, everyone’s just getting wound up by thinly veiled marketing hype, bad voiceovers, Triumph playing favorites with media outlets and yes, the fucking peepholes in the crate you can see above.

  • saganhorse

    I am confident that Triumph Live was a one day event, and when I was there (mid morning, 10/10:30 thereabouts? Can’t recall.) both crates were open with all to see, with plenty of opportunities to go back & see them – tent got a bit packed when it rained, though!

    Advertising for the event or the Tiger? Well, no need to apologise for the Tiger – had this been the only trick before the launch I’m sure all would be very pumped at seeing the new bike way ahead of schedule. As it is, I can understand why some people expected the big finale once they got wind of it(?). I agree the campaign for this has driven a load of people to the “give up already” side, I agree too, especially with the amount of stuff coming from “M-ostly C-rappy N-onsense” – it takes the biscuit. Peep-holes? Well, if you didn’t want to look at both bikes in the gopping holes in both crates…! Jokes aside, the pics don’t show bike two, the on roader, and between them both you pretty much saw all there was to see of a bike, what with a shared built and whatnot. I guess Triumph are kicking themselves now; press pics OR Website teasers OR Show teaser – not all!

    As to your fella who travelled from another country – there is no reference to it in the visitor pack; and I don’t believe that it was on the website; I only got references on the web to “sneak preview?” Perhaps he was being over optimistic to see a bike not launched, as already said.

    I don’t want to sound like I’m beating a drum here, but there is generally so much pessimism about, especially among some old crusties here that “a Triumph isn’t a Triumph unless it’s from Meriden…” that I felt it fair to balance it, especially after such a great day.

    • Wes Siler

      Oh, we appreciate you adding your view, it helps inform the overall conversation. Keep it up.

      We’re in agreement that Triumph continues to deliver really, really outstanding, unique products even if its management is, at times, annoying.

    • Ivar Kvadsheim

      I think your comments are fair enough and really don’t want to turn this into a discussion about details, but the preview was pretty well advertised on the webiste, and it’s still there:
      “Not only will we be previewing the 2011 range of bikes and clothing…”

  • andehans

    XC? Is it a Volvo co-op?