The Yamaha TMax is garnering some serious love from the motorsports press, and the new yellow color livens up the look a little. So leave it up to Yamaha to unleash an ultra- lame marketing campaign. The target market for a $8000 scooter is not sheepish motorcyclists, it’s people who specifically want to AVOID being lumped into the testosterone-fueled image-conscious world of motorcycles, but still want to enjoy 2-wheeled life. No one in that market (including me) will recognize the third-tier motorsports celebrities in the ad, nor will they empathize with their “image” problems (let alone their acting skills). And here’s another tip: get those stupid dated tribal-flame bullshit decals off that yellow T-Max, or I’m going to come to Cypress, CA with a heat gun and do it myself. You’re killing me, Yamaha.
The T-Max (once you take those stickers off) is possibly the most appealing scooter available domestically right now, and Yamaha wants to let America know. I understand that. But what does reinforcing scooter stereotypes do for your other scooter models? Wouldn’t it make more sense to sell it as a great scooter, rather than a passable motorcycle? Is it smart to market TMaxes to the small percentage of Americans that are already motorcyclists, rather than the much larger percentage that aren’t?
[Thanks for the video link, Ryan]