Diego Arioli has given an interview to our Italian colleagues. In it, the “hood” Product Marketing Aprilia I speak openly about the novelty Aprilia RS 457 and everything that has been involved in its launch.
Yes, the Mr. Arioli has given us details about what is coming. We predict a new range with mechanics based on the RS 457 for the Noale factory.
Aprilia is already working on a new range of models
The first question concerns the special nomenclature of the model. Is the decision to launch a debut model with the RS acronym due to the tradition of this name in the Aprilia family, or because you firmly believe in the future of sports bikes in this displacement?
“Both. Choosing the RS as our launch model reflects the values of performance and technology that are core to the brand. Also, I think the mid-size market, such as that represented by our RS 660, has grown a lot in recent years. Now, we see a similar opportunity in the 400-500cc category, and we think that is a key market that we need to focus on right now.”
So do you consider this market crucial?
«Exactly. We think that young people will continue to be attracted to sports bikes. If we can offer them the right proposition in terms of content, image and price, we can awaken in them a real passion for this type of motorcycle.»
How did you get into this segment at this very moment?
«In recent years, Aprilia has adopted an aggressive strategy regarding product development. We started with the mid-size models to fill the gap between our 125cc platform and the V4 engine, also venturing into the enduro segment. The first step was to work on the 660, a balanced model that is also easily adaptable for those with an A2 license. The next logical step was to move on to the 457.»
What would you say is the direct competitor of the Aprilia RS 457?
«As for competition, without mentioning specific brands, I am referring to the twin-cylinder bikes that are comparable to the RS 457. Among them, there are a couple that can directly measure up to our model.»
Do you plan to expand this platform with other models? Maybe a Tuono or a supermotard?
«We’ll see. In modern motorcycling, the investments required to develop a new engine and platform often involve creating an entire product family, not just one model. That said, we’re celebrating the launch of the RS 457 today, so we’ll keep our focus on that for now (laughs). But stay tuned for more news from us!»
Finally, are you worried about Chinese competition?
“I don’t think we should be afraid of it. Competition is there and we must face it by highlighting the value of our brand and enhancing the unique features of our products. There are historical competitors and more recent ones that are joining the market; this is positive because, as we have seen, a greater supply is usually accompanied by an increase in demand. When Aprilia and its products are recognised for their uniqueness, we have something that differentiates them and gives us a competitive advantage. The A2 sports bike market is very competitive, with price differences of less than 1,000 euros. I don’t think a few hundred euros are decisive; what really matters is the complete package, in which of course price plays a role, but it will not be the determining factor.”
