Royal Star Update
ROYAL STAR UPDATE
YAMAHA’S ASSAULT ON the cruiser market currently dominated by Harley-Davidson isn’t over yet. Informed sources report that the Japanese manufacturer is working overtime to bring the third and final version of its Royal Star to market.
That bike (as reported in “Super Stars,” CW, February, 1996), will be a full-dresser much like the one shown in this artist’s conception. It will use the same engine, chassis and running gear as the current Royal Star and Tour Classic models, yet feature saddlebags and a fairing much like those of Harley-Davidson’s Electra Glide. As for its due date, sources say that tooling for plastic components such as fairings and saddlebags can take as long as eight months to develop, meaning that the new model could be here by fall.
A Yamaha spokesman would not confirm the new bike’s existance, but did not discount it either: “The Royal Star is a longterm program, and this is just the beginning.” He confirmed that a total of 5000 Royal Stars will be produced for the U.S. this year. In today’s motorcycle market, that’s a lot of units to move.
No less than 19 of those 5000 are destined for the same place-Beach Yamaha in Huntington Beach, California. Says salesman Steve Kuehl, “They are extraordinarily well-built. People look at ’em and just love ’em. It’s great that Yamaha did it first, because everyone else has one in the wings.”
But not all dealers are as enthusiastic. Hollywood Motorcycles’ Steven Roberts reports that based on past experience with Japanese cruisers, he doesn’t foresee the Royal Star being popular with his customers. “People don’t ride Viragos in ‘Harleywood,”’ he says.
Todd Gikling, sales manager of Black Hills Yamaha/HarleyDavidson in Rapid City, South Dakota-smack-dab in the middle of Sturgis Rally country-is more upbeat. Looking at one of the six Royal Stars he ordered sitting in his showroom, Gikling says, “I don’t think the die-hard Harley riders are gonna switch over, but a guy getting back into motorcycling might go for it.”
Yamaha is counting on this re-entry buyer, and is tailoring its advertising campaign to suit. Says a spokesman, “All of our marketing plans point toward high-impact, broad-reach programs.” Want proof? How about a pair of TV commercials airing during the Super Bowl and a print ad in Sports Illustrated’s swimsuit issue?
When that would-be buyer walks into a Yamaha dealership, he’ll be seduced by a huge Royal Star display with an oldfashioned light post and a sales catalog on a pedestal. So elaborate is the setup that Yamaha charges dealers $2500 a pop and still takes a loss.
All of this indicates a huge commitment to the Royal Star line, of which the forthcoming dresser is a logical addition.
Eric Putter
