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Husqvarna's future comes into focus

October 01, 2013

Husqvarna is one of the world's longer-lived motorcycle brands, tracing its roots to 1903. KTM is a pre-teen by comparison, having come of age as Pentons in the 1970s.

That relative youth has served the orange Austrian motorcycles well. The company has been nimble in recent years, producing new models, exploring new segments and steadily improving their motorcycles. Thanks in part to that hard work, KTM has been a bright spot in the motorcycle industry, with sales growth and growing success in competition. The AMA recognized these trends early this year, naming KTM North American President Jon-Erik Burleson our AMA Motorcyclist of the Year.

Still, it was a bit of a surprise when KTM acquired its off-road and dual-sport market competitor Husqvarna this spring. This morning, however, a bit of the plan behind that decision came into focus. Husqvarna will operate as a sister company to KTM. Each brand will have its own line, but they almost certainly will share technology.

How much technology, though, is still an open question. Will Husqvarnas simply be rebadged KTMs? Or will there be a concerted effort to distinguish the models? We'll know the answer to that on Oct. 5. That's when the newly formed Husqvarna Motorcycles GmbH will detail its 2014 line of motocross, enduro and minicycles to the world.

The following is an industry press release...

Husqvarna Motorcycles GmbH - the start of Husqvarna's exciting, new future

Husqvarna Motorcycles GmbH, the newly formed company of KTM AG, is fully operational and ready to begin worldwide delivery of the new model range of Husqvarna motorcycles.

Six months after the acquisition of Husqvarna Motorcycles by Pierer Industrie AG, Husqvarna Motorcycles GmbH is pleased to announce that today it is fully operational and will soon begin distributing the 2014 Husqvarna model range – motocross, enduro, and minicycles – in collaboration to his 14 subsidiaries and 46 importers worldwide.

The start of Husqvarna’s exciting new future begins now
Based in Mattighofen, Austria, Husqvarna Motorcycles GmbH will be a ‘sister’ company of KTM Sportmotorcycle AG, with new generation Husqvarna machinery benefiting from direct association with KTM group – Europe’s largest motorcycle manufacturer operating from one of the world’s newest, state-of-the-art production facilities.

United by state-of-the-art technology and the very latest manufacturing methods, Husqvarna Motorcycles GmbH will feature new, exciting, and exclusive design. Production in Mattighofen ensures Husqvarna will benefit from the expertise and experience of today’s offroad market leaders, while developing its own unique style and character.

The wait is over. New Husqvarna’s unveiled on October 5th
2014 model Husqvarna enduro and motocross models will be unveiled to the world’s motorcycling press at the start of October. Offering not only the chance to see the new generation Husqvarna models for the first time, journalists will be able to ride the new machines at the famous Uddevalla circuit in Sweden from October 5-11. Husqvarna 2014 models will be arriving at dealer floors in Europe from the beginning of November.

Stefan Pierer, CEO KTM AG

Mr. Stefan Pierer, (CEO, Chairman of the Executive Board at KTM AG): “These are extremely exciting times for Husqvarna. Over the last six months work has been on going in preparation of the arrival of the new Husqvarna models, and that day is here. Husqvarna Motorcycles GmbH, with its enduro, motocross, and minicycles brings Husqvarna back with an exciting new model line-up – one that will profit from the professionalism, experience, and knowledge of the KTM group. We have ambitious plans for Husqvarna in terms of both production machinery and sporting success, all of which starts with the delivery of the 2014 model range – a significant moment in the new chapter of Husqvarna motorcycles.”


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