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Despite a campaign to increase product awareness, consumers were not buying. Reasons cited include the body being too big and plain, unfamiliarity with automatic cycles and the feminine image associated with automatics. Dealers were also reluctant to spend the time educating consumers about automatic cycles when it was faster for them to sell a manual one. The soccer player used in the ad campaign was probably not the most appropriate, as motor cycle riders like to be seen as being tough and rugged. Soccer players are not perceived as ‘macho’.
Competitors. There were no other automatic motorcycles on the market but manual bikes were preferred by consumers...
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