KTM - design management europe award

HOnourable Mention Cardiff 2008
KTM-Sportmotorcyle AG, Austria
Best management of design in a large company
SUCCESS STORY OF KTM
COMPANY – CHALLENGE & VISION
The challenge in 1991
The approach
» KTM was founded in 1953
» It produced 3 motorcycles per day, with 20 people
» In 1991 success came to a stop because:
» The motorcycles did not differentiate from competition
» KTM had no vision or strategy
» This resulted in bankruptcy in 1991
» The company vision and values are reflected into
brand positioning: “Ready to Race”!
» The brand is the reference point for all activities
The motivation
» Passion for riding and racing as the key driver
» To see if we could build success out of passion
» The desire to win the race, to prove that we can do it,
The vision
» Leading KTM back to success, both on the race track
to do things better than the competition and to invent
new products
and in the business
» The vision was to become the leading manufacturer
in the offroad segment
» To then expand into the onroad segment
» To then expand into the 4-wheel segment
» And thus become the leading European motorsports
manufacturer
DESIGN – STRATEGY & MANAGEMENT
Strategic use of design
Diferentiation
Brand
Values,
e
Messag
ess
Busin
Vision,
Values,
Strategy
Brand & Design
» Using design to differentiate
» To build a strong brand and create added value
» To create desire among consumers
Technology
Time
t
Marke
tors,
Competi ups,
gro
Target d Distribution
an
Sales
Gerald Kiska
CEO & motorbike enthusiast
Stefan Pierer
CEO of KTM
Hubert Trunkenpolz, KTM
Harald Plöckinger, KTM
CO of Sales, Marketing & Advertising CO of R&D, Procurement, Production
Decision making
I.D.D.
» Centralised strategic decision making sets the
direction for marketing, brand and design
Management of design
t
Produc oduct
Pr
Visual
ge
Langua
» All marketing, brand and design activities are co-ordinated
and work towards the same goal: the business vision & strategy
» The brand positioning gives clear direction for the design strategy
» Ensuring consistency across all relevant brand communicators
Design process
» Structure and orientation for design
development
DEIGN DEVELOPMENT PROCESS
COMMUNICATION DESIGN
COMM BRIEFING
DESIGN DEVELOPMENT PROCESS
such as the Corporate Design, Communication Design,
Product Design and Environmental Design
» This was done through: Integrated Design development – I.D.D
CONCEPT DEVELOPMENT
PHOTO SHOOTING
LAYOUT
COPY AND HEADLINE
REFINEMENT
» Integrates all disciplines from Marketing
DTP
strategists, R&D, Production into the design
on all relevant levels
T.B.D.
ORDER
POSITIONING
ORDER
FREEZE
POSITIONING
CTG
POSITIONING
IDD KICK-OFF
POSITIONING
CTG RESEARCH / CONCEPT
VISUALISATION POSITIONING
1:10 DESIGN
COLOUR SPECIFICATION P2
REVERSE ENGINEERING
PMK, PPK
DESIGN BRIEFING
FREEZE
ERGONOMIC
RELEASE
ORDER
1:1 STICKER DESIGN
FINAL COLOUR SPECIFICATION SHEET
FINAL CTG CHECK
» Defined, yet flexible enough to allow thinking
CLASS-A SURFACE
DESIGN
FREEZE
P2
RELEASE
TRANSPORTATION DESIGN
ADVANCED RESEARCH CONCEPT
KICK OFF BOARD MEMBER »PMK«
START UP MEETING
RESEARCH / CONCEPT
CONCEPT RENDERING
CONCEPT PRESENTATION
TAPE DRAWING
CLAY F SURFACE
CLAY G SURFACE
ENGINEERING MODEL (P2)
SCANNING
PRODUCTION MODEL (P3)
out of the box
HARD MODEL
SHOWMODEL
DETAILING
DETAILING
DETAILING
DETAILING
DETAILING
OUTPUT – INTEGRATION & DESIGN
Corporate design
Product design
Introduction of a new colour
» A unique design language
» A visual product language as the guiding principle
» Differentiation through colour in a competitive and
crowded environment such as the race track
Introduction of a new shape
» Introduction of orange against all trends advice
» Today, everybody instantly recognises KTM
Pantone: 021 C
» Hard edge Design
» Z-design body panels
» People love or hate it, but the polarisation
HKS: 8K and 8N75
4-color Euroscale: 75 Magenta, 100 Yellow
made the impact
From offroad to onroad
PATRICK STAR
MARKETING MANAGER
KTM-SPORTMOTORCYCLE AG
Betriebsgebiet Süd
Stallhofnerstraße 3
A-5230 Mattighofen
Phone +43(0)7742 / 1234-567
Fax +43(0)7742 / 1234-567
Mobil +43(0)664/ 1234567
patrick.star@ktm.at
www.ktm.at
From 2 wheels to 4 wheeler
Page reproduction
Offroad
Street
Are you „Ready to Race“?
x
» www.ktmbestdeals.com
Are you „Ready to Race“?
9
» www.ktmbestdeals.com
XXXXXXXXXXXX»
HEADLINE
www.kiskadesign.com
www.kiskadesign.com
9
5
x
5
HEADLINE»
4
4
COPYTEXTCOPYTEXT
COPYTEXTCOPYTEXTCOPYTEXT
COPYTEXTCOPYTEXT
Damit du mit deinem neuen Bike auch
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10
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6
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3
1
x
3
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1/3 x
x = 1/8 format height
2
1/3 x
Environmental design
Communication design
» Ensuring a unique brand experience at
» Unique brand
» Consistency across
Are you “Ready to Race”?
SPLAT – TODAY IS»
exhibitions, trade shows, shops
ORANGE DAY!
all communication media
»KTM-RC8.net
»RC8 RULE
»
www.ktm.co.uk
Are you “Ready to Race”?
KTM DEALER
AT YOUR
2008!
FROM SPRING
MOTOCROSS 2008
» www.ktm.com
ES
THOSE AGAINST
YOU KNOW WHEN TO GIVE UP!
www.kiskadesign.com
»YOU FEEL THE BEST WHEN YOU’RE AT THE VERY BOTTOM.*«
www.kiskadesign.com
Photo: P. Friedl
PHoto: redeye
YOUR’08DUELL
“Ready to Race”? Then what’s stopping you?
Go to your KTM dealer now! The latest
SX bikes are waiting for you to try them out.
»KTM RC8 1190
Sharper and lighter than anything that calls itself competition: 120 Nm torque, 155 HP at 10,000 rpm and weighs less than 200 kilos fully
tanked. Nonetheless, thanks to innovative solutions and meticulous detail work, we’ve achieved unsurpassed rideability – on the street
and on the racetrack, in every situation – of life or riding. Experience it for yourself: at your KTM dealer from spring 2008.
KTM Group Partner
KTM Group Partner
DEINE KTM HÄNDLER: 01309 Dresden OT Strießen, Fa. Motorrad- und Rollerzentrale GmbH · 01665 Zehren, Fa. Bernd´s Motorrad und Reifen GmbH · 01920 Säuritz bei Burkau, Fa. Motorrad Service Scheibe · 02763 Zittau, Fa. Goldhammer
02826 Görlitz, Fa. Bruß · 02979 Elsterheide / OT Tätzschwitz, Fa. Herrmann GmbH · 03249 Sonnewalde, Fa. Krahl & Kroschel GmbH
DEINE KTM HÄNDLER: 01309 Dresden OT Strießen, Fa. Motorrad- und Rollerzentrale GmbH · 01665 Zehren, Fa. Bernd´s Motorrad und Reifen GmbH · 01920 Säuritz bei Burkau, Fa. Motorrad Service Scheibe · 02763 Zittau, Fa. Goldhammer
02826 Görlitz, Fa. Bruß · 02979 Elsterheide / OT Tätzschwitz, Fa. Herrmann GmbH · 03249 Sonnewalde, Fa. Krahl & Kroschel GmbH
The motorcycles illustrated in this advertisement are not suitable for use on the road. Do not emulate the riding scenarios and always wear protective clothing!
Do not imitate the riding scenes shown, wear protective clothing and observe the traffic regulations!
PEOPLE – VALUES & RECOGNITION
People and passion
Recognition and success
» Passionate people and know-how as a key to success
» People who ride motorcycles and have a deep
» People who say: “We do not mind coming in
understanding of the customer
» People who have the spirit and are “Ready to Race”
» Lived values result in an authentic brand
second…” but admit that: “
…it’s not true – we hate it!”
Hubert Trunkenpolz
CO of Sales, Marketing & Advertising
Joachim Sauer
Marketing / Engineering
Franz Raab
Modeller & Supermoto freak
Harald Bartol
Chief of Motorsports
Gerald Kiska
CEO & motorbike enthusiast
Paul Friedl
Partner & Endurist KISKA
The Motorcycle Design Trophy
RESULT – PERFORMANCE & SUCCESS
The AutoVision Ottocar
SUCCESS STORY KTM
FROM OFFROAD TO STREET
Company success
504,5
Mil.Euros
Turnover
The future
402,4
» KTM became the second largest motorcycle
manufacturer in Europe
» KTM is the fastest growing motorcycle company
» KTM successfully expanded into new market
segments and proudly presented the first 4-wheeler
in 2007: the X-Bow
Company:
KTM-Sportmotorcycle AG
Contact Person: Stefan Pierer / Gerald Kiska
Category 1:
Award for best Design Managment in a large company
Country of Origin: Mattighofen, Austria
» KTM is developing and testing many innovative new
products for personal mobility, that succesfully
address the many challenges facing us in the future
229,7
112,8
73,5
26,6
»1991
»1994
»1995
»1999
»2001
»2007