Goals and Strategy
The KTM Group is a premium manufacturer of high-performance and ready-to-race vehicles with the KTM and Husqvarna brands for offroad and street use, supported by continuous innovation and a differentiated product design. It is our corporate vision to become the biggest global sports motorcycle producer. To accomplish this, KTM is focusing on further developing its position across all market segments and on opening up new markets. KTM has realized its goal of becoming the most successful manufacturer of motorcycles in Europe and the United States and of standing out clearly from the competition by materially increasing its market shares. KTM managed to continue this positive trend and thus increased revenue and sales to a record level for the fourth time in a row.
The product range here covers all important categories of engine capacities and performance classes (125–1300 cc) and was also expanded by the addition of multi-track vehicles. The small-engine street motorcycles – developed in cooperation with our Indian partner, Bajaj – open up a new, global segment for KTM. In March 2011 the 125 Duke was launched successfully on the European market, and the next step was taken in January 2012 with the launch of the 200 Duke. This latter was the first motorcycle to be offered globally by KTM. And just a year later, the next globally available motorcycle, the 390 Duke, was launched in the 2013 financial year. 2014 saw the launch of the 125 RC, 200 RC, and 390 RC Supersport models.
The 200 Duke and 390 Duke are important steps in implementing our global product strategy and expanding into the emerging markets. With these and the RC models also developed in collaboration with Bajaj and launched in 2014, the KTM street product range offers uniquely varied and wide-scale access to young buyers.
After the launch of the Travel Enduro 1190 Adventure in 2013, the Adventure range was expanded in the period under review to include the 1290 Super Adventure and the 1050 Adventure and was presented to the global public for launch in 2015.
In the first year after its full integration into the KTM Group, the Husqvarna brand, with its concentration on Swedish roots and its diverse heritage, reported the highest ever sales figures in its 111-year history.
Our successful involvement in offroad racing all over the world durably strengthens the KTM brand and our leading market position. Directly incorporating into serial products the successful technology that originates from racing is a central element of our corporate strategy, which is illustrated by the corporate philosophy of READY TO RACE. Reentering the street world championship in 2012 with a Moto3 racing engine developed completely on our own and dominating that class since that reentry fits in seamlessly with that global product and sports strategy. More than 250 world championship titles are an impressive testament to a continuous, strong commitment to racing sports.
Extending our product range and opening up new niches and markets are essential elements of KTM's long-term growth planning strategy. Accordingly, our strategy focuses on research & development, on further developing our distribution network, on an efficient supplier structure and on investing in a strong and global brand.
KTM cultivates closeness to its customers through a well-trained network of dealers passing on customer feedback and potential market trends directly to the factory. Their professionalism and customer focus are vital to our corporate success. KTM therefore strives to sustainably further the partnership with its dealers, which is grounded in fairness and trust. Due to the constant qualitative growth in product range and a specially developed store concept, KTM dealers can run a profitable business solely by selling KTM products.
KTM AG's strategic milestones:
- Expansion of its leading role in the "lightweight construction" development sector
- Consistent building of expertise in the fields of "electric mobility" and "component engineering"
- Further development of the distribution network
- Utilisation of a global, efficient supplier structure
- Customer service and intensive market research in the generation of new product trends
- Leading roles in relevant, international motorsport categories:
- Motocross World Championship
- Supercross USA
- FIM Moto3 Road Racing World Championship
- Dakar Rally
- Enduro World Championship