Italjet 2008 Status / Slice of delicious chocolate cake for the naysayers

Fri, May 30, 2008

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(This image pretty much sums it up for me… except maybe without the “Scamper” tierra… depends on how much I’ve had to drink.)

Where’s the RollerCraft? Where’s the Dragster? You wanna know? Let’s start with this press release:

HOUSTON, Texas – May 27, 2008 – LS MotorSports today announced that Sales and Marketing Manager for the Italjet USA brand, Steve Guzman, has decided to leave the company on May 30, 2008.

“Steve has done a tremendous job growing the Italjet dealer network in the United States. Unfortunately, manufacturing issues have caused a delay in delivering the 2008 product line forcing us to re-evaluate our requirements for the current season,” said LS Motorsports President Mathu Solo. “LS Motorsports is committed to leveraging the momentum established with the Italjet brand to achieve a strong and successful launch once the new products have landed on our shores.”

“I’m proud to have had the opportunity to promote such an iconic brand as Italjet to the US market,” Mr. Guzman said. “The Tartarini family is responsible for so many groundbreaking designs over the last 49 years. I trust Massimo’s passion for delivering a quality motor scooter and welcome their return when they’ve received his seal of approval. “

Terry Nesbitt, LS MotorSports VP of Sales and Marketing will be managing all Italjet USA accounts going forward. For additional information on the Italjet USA product line, please contact him at 281-690-5471.

Surprised? Disappointed? Yeah, me too. It turns out that Italjet SpA is in a predicament very similar to the historical “Predicament of 2007″. What’s wrong? Well, let me start with a little background on the financial environment there in Italy today. To put it bluntly, Italy’s economy sucks. Banks aren’t lending money, the ports are on strike… The picture is not “Bello” by any means. What does that have to to with Italjet? Let’s continue.

Italjet is a design house; it’s what they excel in. You remember the Dragster, right? And that was from way back in 1996! Since then they’ve come up with other great designs. Even recently the Amarcord has attracted LOTS of attention. Well, the game has changed a LOT since Leopaldo handed the reigns down to his son Massimo. It’s not as easy as it used to be, “Hey Morini! I need this!” or “Motorini! Send me that!”. Now everything is done in Asia. Ducati might still have some components made in Italy, but for the most part all other Italian manufacturers get their pieces come from places like India, China, Taiwan, Vietnam… Final assembly might be in Italy, but not much else.

This manufacturing model can yield pleasing results IF you can afford the right partnerships. BUT, if you are struggling to raise capital, you’ll find yourself working with suppliers who are less…. um… disciplined. Italjet has spent the last couple of years learning that the hard way. The preproduction units haven’t come near satisfying Massimo’s quest for quality. The RollerCraft is a great example (the one I brought to the Dealer Expo this year). I’m not sure what generation that preproduction unit was (I’d be willing to guess it was like 5th or 6th), but if you got up close to it, you’d see it wasn’t passable as traditional Italian fit & finish.

Massimo is feeling the pressure and disappointment more than anyone. He knows the great responsibility he holds as torchbearer for such a legendary name. He could have just signed off on the last preproduction sample and said “Good enough!”, but he’s not willing to throw in the towel.

(I’ve camped out at Austin Java for too long. Let me continue this story back at the lab.)
***TO BE CONTINUTED***

***UPDATE 6/10/08***
Alrighty then, we’re back. Let’s see, what were we talking about last time? Ah yes! Throwing in the towel. So, now that we gone our separate ways, what’s Steve going do with himself? Go back to his soul-rotting IT career? Try to find another powersports industry job? Well, I’ll tell you one thing I’m NOT gonna do. Abandon TheScooterScoop! She’s been here providing an exciting outlet for me over the last 3+ years and to tell you the truth, the “conflict of interest” I’d been fighting as a brand rep was killin’ me! I think I’m actually going to give-it-a-go at serving scoops for a living. I know! Crazy, right?!

Stay tuned, by Dealer Expo 2009 I’ll either have succeeded or have been kicked to the curb by my loving family, supportive friends and mentoring industry folks. It’s like a reality show “got busy” with a blog and out popped TheScooterScoop June 2008 edition. Now if I could get Flava Flav to do some scooter reviews for us we’ll be on the road to success!

Any questions? For real. Is there anything you wanted to know about the whole adventure? I’d be happy to entertain your curiosities. *Steve looks around the room*

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15 Responses to “Italjet 2008 Status / Slice of delicious chocolate cake for the naysayers”

  1. Sanjuro62 Says:

    Ooooh, that’s too bad Steve.

    I dig the Dragster, but the quality and fit and finish of Piaggio products make it hard for another Italian marque to push out a product that is subpar.

    What are you going to do now?

    Reply

  2. RickRussellTX Says:

    Unfortunate, but it’s a tough time to be introducing new product to the US powersports market. Even with the renewed interest in scooters, the Euro/Dollar exchange rate is sucking away the profits.

    Reply

  3. Tim Says:

    Keep your chin up Stevo and keep us posted!

    Reply

  4. scgt Says:

    Good things will come to you, Steve! I am sure.

    I am really impressed by the new Aprilia Scarabeo 200 which you’ve reported before; but it is rumored to have been “Made in China” like many others. Is it true?

    BTW, r u going to Amerivespa this year?–Lorenzo

    Reply

  5. Zentraedi Says:

    Damn, I’m sorry for you and me, man. I really want a Dragster with that Piaggio 250 under it…

    Reply

  6. Dudel Says:

    Thanks for the update Steve.

    My take on their business model: They should get rid of the re-branded Chinese models and only sell the Rollercraft and Dragster (and the Amarcord) as the other plain-jane models diminish the brand. They should only use Piaggio/Vespa engines. They should target the enthusiast with superior suspensions, wild designs, lighter weight, and advanced transmissions. They should build them in the USA.

    Just my 2-cents.

    Reply

  7. Enviromoto Says:

    After the expo I wondered what the fate of Italjet would be. I hoped you would hand over the keys to the dragster 250 while I was there. Atleast I can say I saw one up close eh? Its such a shame but on the plus side if there is enough demand maybe we will see the Roketa Magster 260? j/k. Keep your head up Steve, good decisions reap great rewards.

    Reply

  8. DaveM Says:

    Sorry to hear about the trip up in plans. Like Rick says the euro to dollar sucks. We have been biting the bullet just to save enough to go to Italy in the fall. Keep up the quality blog posts, its always good to hear from you. Skype me later when you can talk.

    Reply

  9. Anonymous Says:

    Good for you Steve! Leave them in the dust where they belong. If the product was truely meant to be here, it would have been so by now. Italian companies are slow but your tolerance with Italjet is far beyond what I would have been able to deal with. I had hopes but am glad to see you got out. F*** ‘em!!

    Reply

  10. Anonymous Says:

    Sorry to hear about the loss of your scooter gig. Sounds like you were up against too many issues to make it happen. Good luck on your future ventures!

    Reply

  11. Ted Says:

    I heard SYM scooters are looking for a good marketing rep. Interested?

    Reply

  12. scgt Says:

    Your next post will certainly be badd-azz, Steve!

    Check this out, the family is growing.

    Lorenzo

    Reply

  13. scgt Says:

    First stop, see you at the 2008 Amerivespa in Chattanooga! Choo! Choo!

    Lorenzo

    Reply

  14. la paloma Says:

    Steve:
    while all this goes on can you give me an idea of where to get a battery for my torpedo 125, 2001? It’s making me nuts. I’m located in NYC.
    la paloma

    Reply

  15. BigMouthStudio Says:

    Steve hope all is well with you. I have taken a fancy to the Italjet RollerCraft… So sad that it will not be around. Best of luck to you.

    Jerry McCrae
    BigMouthStudio.com

    Reply

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