Yamaha’s Star brand knew they needed a different kind of motorcycle to bring in the younger Generation X and Y crowd – those individuals who are between 20 and 36 years old. So to better understand this young crowd, Star did some extensive market and demographic research. They discovered that these younger generations think of themselves as anti-establishment, counter-culture individuals, with a black sheep mentality. Their mantra is “simple is more”, and they embrace the idea of stripped down, “bobber style motorcycles, and are proud of what they could create with a minimalist approach. They definitely don’t look to buy their “Father’s Cruisers”, with all the glitz and chrome. If anything, they want a very “un-bling” looking motorcycle. And because they are just starting out in life, they want something affordable.
So Star went to work with a clean slate, and the result is the all new Bolt – an “Urban Performance Bobber.” The engineers and designers set down a particular set of parameters to achieve the right balance of performance and styling to suit their target audience.
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