Issue link: https://read.dmtmag.com/i/288267
FOCUS PSB V-twin www.PowersportsBusiness.com Powersports Business • April 8, 2014 • 13 Product aimed at young, performance- oriented motorcyclists BY LIZ KEENER MANAGING EDITOR As the Spring 2014 line hits dealerships, Icon 1000 will be celebrating its second anniversary since becoming an off-shoot brand of Icon Motosports' original sport bike-minded product. Since launching its first series of product in Spring 2012, Icon 1000 has gained accep- tance not only by the industry and dealers, but also by riders, especially those in the V-twin and Triumph crowd — a demographic of customers Icon wasn't really reaching before the 1000 brand was launched. "Icon 1000 has basically given us an oppor- tunity to market product we were always doing more effectively toward the V-twin market," explained Joe Gustafson, marketing and com- munications specialist for Icon Motosports. The Icon 1000 line includes what Gus- tafson has dubbed "ultra-premium" helmets, jackets, pants, gloves, boots, casual clothing and fashion accessories for men and women. They're constructed using high-quality materi- als, including leather, denim and nylon, and each protective piece features D30 armor. Icon markets its 1000 line as an alternative to traditional Harley-Davidson badged gear. It pushes that point of view across through its range of marketing messages, including Mad Max-type campaigns set in nuclear facilities or small circle tracks, and through custom bike builds that are vastly dif- ferent from their sport bike counterparts. I c o n 1 0 0 0 's b u i l d s h a v e included the Iron L u n g , a 1 9 9 1 Harley Sportster roadracer; the Icon Speedmaster, a 2 0 1 3 Tr i u m p h Speedmaster; the Quartermaster, a 2012 Ural Solo ST; the Drom- edarii, a 2011 Tri- umph Tiger 800XC; Thunder Chunky, a 1994 Kawasaki ZX-7; Low Down & Shifty, a 1974 Yamaha XS650; The Magnificent Bastard, a 1986 Honda VF1000R; The Operator, a 1999 Ducati SS900, and the Roach, a 1986 Harley- Davidson Sportster. The bikes, built within Icon's Portland, Ore., headquarters, not only serve as props for photo shoots, videos and shows, but they're also the inspiration for many products in the 1000 line. "The bikes run in tandem with the gear and vice versa. A lot of the things we're trying to communicate to customers, the bikes are slightly out of reach or slight different than you would build in your garage," Gustafson said. The bikes help Icon 1000 reach its pri- mary demographic, which is riders 25-45 years old who own one or two bikes that they ride aggressively. Many times, that group includes adrenaline seekers who have previously gotten their kicks on something such as BMX bikes in the past, but now they're moving to custom performance motorcycles. "This line isn't about targeting everyone; its more aggressive targets, the young, the fast, the bolder," Gustafson said. With prices ranging from $250-$650 for a men's jacket, most pieces are something of an investment, but hardcore riders often find value in the fit and longevity of Icon 1000's gear. "We usually get [customers] after their cheap jacket breaks," Gustafson said. "There's a lot of terrible leather out there. They'll buy a $300 leather jacket that will fit terribly because it's not built." The prices, he says, compare to those of a nice leather jacket at Macy's or Nordstrom, except the Icon 1000 line comes with the added benefit of being designed for riders and armed with D30 Impact Protection. "For us the ultra premium price point j a c k e t s a re m o re about bringing those customers into the door. Right now they're not looking at a motorcycle dealer, they're shopping at the mall for something that looks good that isn't going to protect them," Gustafson said. One of the goals of the Icon 1000 line is to draw customers into 12 • April 8, 2014 • Powersports Business www.PowersportsBusiness.com This issue: V-twin Next issue: ATV Icon 1000 line appeals to V-twin riders The Icon 1000 line includes helmets, like this Airmada Hard Luck lid, along with jackets, pants, gloves, boots, casual clothing and fashion accesso- ries for men and women. The Icon 1000 Vigilante Dropout, with an MSRP of $300-$320, is one of the newest men's jack- ets in the lineup. See Icon, Page 19 TOP 10 RESEARCHED USED CRUISER MOTORCYCLES UNDER 600CC IN FEBRUARY 2014 Rank Year Make Model 1 2009 Honda CMX250C9 Rebel 2 2007 Honda VT600C7 Shadow Velorex 3 2007 Honda CMX250C7 Rebel 4 2005 Honda CMX250C5 Rebel 5 2006 Honda CMX250C6 Rebel 6 2009 Kawasaki EN500C9F Vulcan 500 Limited 7 2006 Honda VT600C6 Shadow Velorex 8 2008 Honda CMX250C8 Rebel 9 2007 Honda VT600CD7 Shadow VLX Deluxe 10 2003 Honda VT600CD3 Shadow VLX Deluxe TOP 10 RESEARCHED NEW TOURING MOTORCYCLES IN FEBRUARY 2014 Rank Year Make Model 1 2013 Harley-Davidson Electra Glide 2 2013 Harley-Davidson Street Glide 3 2013 Harley-Davidson Road King 4 2014 Harley-Davidson Street Glide 5 2013 Harley-Davidson Road Glide 6 2014 Harley-Davidson Electra Glide 7 2013 Honda Gold Wing 8 2013 Victory Motorcycles Cross Country 9 2014 Harley-Davidson Road King 10 2012 Harley-Davidson Electra Glide TOP 10 RESEARCHED USED TOURING MOTORCYCLES IN FEBRUARY 2014 Rank Year Make Model 1 2007 Harley-Davidson FLHTCU Ultra Classic Electra Glide 2 2007 Harley-Davidson FLHX Street Glide 3 2012 Harley-Davidson FLHX Street Glide 4 2009 Harley-Davidson FLHTCU Ultra Classic Electra Glide 5 2008 Harley-Davidson FLHTCU Ultra Classic Electra Glide 6 2009 Harley-Davidson FLHX Street Glide 7 2006 Harley-Davidson FLHTCUI Ultra Classic Electra Glide 8 2008 Harley-Davidson FLHX Street Glide 9 2010 Harley-Davidson FLHX Street Glide 10 2005 Harley-Davidson FLHTCUI Ultra Classic Electra Glide Vee Rubber takes tires to a new level with 32-inch front SEE PAGE 18 P12x19-PSB5-Focus.indd 13 3/27/14 11:09 AM