Issue link: https://read.dmtmag.com/i/711372
PSB FOCUS 14 • August 15, 2016 • Powersports Business www.PowersportsBusiness.com The Honda CRF1000L Africa Twin has turned the adventure touring market on its ear based on enthusiast magazine reviews, providing a head-turning experience with the off-road ride that matches an equally impressive ride while on pavement. And while the shear number of adven- ture touring bike sales is still in growth mode, the seg- ment has been the golden child of the motorcycle industry in recent years due its increasing mar- ket share. Data f r o m P o w e r s - ports Business partner CDK Global Recreation shows that of dealers who both use the Light- speed DMS and sell ADV bikes, they have combined to see the segment grow to 10 percent of the motorcycle sales pie at their dealerships. We've all seen the crazy location shots of incredible scenery from far-flung outposts, knowing that a dealer somewhere sold the rider that unit. It might be a BMW R 1 2 0 0 G S , Ya m a h a S u p e r Ténéré, KTM 1190 Adven- ture, Ducati Multistrada 1200 Enduro, or one of many others. Now, Honda's launch of the Africa Twin has certainly created a buzz within the segment, and it's with that ensuing energy and passion to grow the ADV rider base that Powersports Business editor in chief Dave McMahon discussed all things Africa Twin in a phone conversation with Lee Edmunds, manager of Motorcycle Market- ing Communications at American Honda. Powersports Business: What made you decide you that this was a bike that needed to enter the worldwide market? LEE EDMUNDS: Just looking at the market, the market for big adventure bikes has been strong. You see a lot of people going to that product, migrating off of other products, from off-road bikes to older sport bike riders going there. You're seeing the demographic that's maybe not ready yet for luxury touring, but they want something that's more athletic and can go anywhere. What we saw in the market was a bit of a hole, in that most of the bikes out there are very good on-road bikes but lacked off-road prowess. So this bike was designed to have really good off-road capabilities. It's inter- esting when you ride it, because when you ride it on-road you really like it, but when you ride it off-road it's an epiphany — it's really good, well-planted, balanced. It's a really good motorcycle. Read more on Page 20. The Honda CRF1000L Africa Twin is the latest entry into a growing adventure touring segment 'GO ANYWHERE AND SEE THINGS THAT YOU COULDN'T SEE BEFORE.' This issue: Adventure Touring Next issue: Snow