American Motorcyclist 03 2011 Preview

Cobra Motorcycle’s

Sean Hilbert

Fighting For Kids’

MX Future

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Riding again in 2011.

The prizes. The parties. The genuine pleasure of powersports. It’s all happening again this year, during the ‘Highway to Havasu’ sweepstakes. Make sure you’re along for the ride.

Visit the H2H website now to register for updates.

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TRIP INTERRUPTION COVERAGE. One thing Charlie St. Clair, Executive Director of Laconia Motorcycle Week, knows is the road can be pretty rough if your bike breaks down. That’s why Progressive offers Roadside Assistance for only $10 a year and Trip Interruption Coverage, which helps pay for places to stay and living expenses due to mishaps, for only $5 more.* This way, anywhere you are in the country, you’re covered. Call 1-800-PROGRESSIVE or call an independent agent. has been riding to rallies since 1972. covers each trip, there and back.

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and watch someone else coach your kid play ball. It’s a totally integrated sport that involves everybody in the family.”

Dedication runs deep in motocross, Hilbert says.

“For the families in this sport, motorcycle racing is not a hobby,” he says. “It’s a lifestyle. I know how much effort they put into it, and we’re the same way. Making motorcycles is our lifestyle. Racing is who we are, and championships are not ﬂeeting moments. It takes years to get on the podium.”

That fact, Hilbert says, means that for a company such as Cobra, trackside support is not an optional opportunity to meet and greet. It’s mandatory customer service.

“Our goal when we get to the race track is to make sure we have the right people and the right parts so the Cobra riders have the best chance to win,” he says. “We’re not just there for moral support or marketing. We’re there so our bikes run as well as they can. I’m not so sure how much it applies to full-sized bikes today, but we’re in a market that very much depends on success on the track. When we win an AMA National Championship, it deﬁnitely makes a difference.”

Cobra’s tight relationship with its racing families has played a key role in the evolution of the motorcycles themselves. Cobra has three levels of support: the factory team, the national team and dealer-supported teams.

“We maintain close relationships with all of

our riders, and we use all of their suggestions to help us design a better motorcycle,” Hilbert says.

Technology and data acquisition are vital because, as Hilbert puts it, “it’s sometimes tough to get feedback from an 8 year old.” However, that doesn’t mean there aren’t exceptions.

“At the youth level, probably the best rider we have ever worked with is Adam Cianciarulo,” Hilbert says. “Adam offered great feedback. He is the next big star of the sport if he stays motivated.”

That the bikes are U.S. made also is important to being able to make changes quickly, Hilbert says.

“Our bikes have 80 percent U.S. content,” Hilbert says. “The only things that aren’t made in the USA are things you can’t get here. We don’t have a crankshaft manufacturer that can make the right crankshaft for us, and the carburetor is another example of a product we have to import, but everything else, including some of our suspension components, our engine cases, and our frames are products of American ingenuity.”

World Domination

Cobra may be an American company, but it is no longer just a domestic phenomenon. Hilbert has sowed the seed planted by Cobra founder Maimone into an international company that exports American motocross to the world.

“We’re deﬁnitely a global operation now, where we weren’t just a few years ago,” Hilbert says. “That’s been a big part of our ability to stay aﬂoat the past couple years. The U.S. off-road market is down 60-70 percent, so we’ve been able to stay alive with our exports.

“We certainly saw this (downturn) coming,” he continues. “We went after (non-U.S. business) heavily about two years ago.”

Cobra motorcycles are raced in Germany, Denmark, France, Mexico, the United Kingdom, Australia, Canada and South America. The company has distributorship networks in Europe, Latin America and Australia. Hilbert says that building those distributorships has been another key to Cobra’s business strategy.

“Our biggest challenge is ﬁnding the right business model for distributing the motorcycles,” he says.

Cobra has three different business models running worldwide. In Latin America, where Hilbert says individual relationships are key, they have an exclusive distributor. In Europe, they distribute through a wholly owned subsidiary, and in Australia, they work with individual dealers.

“I think we’ll probably end up with a mixed model, but we won’t do it all three ways,” Hilbert says. “Going through a distributor channel in Latin America makes a lot of sense, but in Australia, when that market is grown, I think it would be a good idea to establish a subsidiary there.”

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Come see comedian Alonzo Bodden, featured in the August Issue of American Motorcyclist magazine & winner of NBC’s Last Comic Standing

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