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Lots of budget spent on both disciplines.
What has the better payback/ROI?
What has the better payback/ROI?
The metric to look at is TV viewership. In the past, global TV viewership of Dakar Rally was massive- much bigger than SX (which has "spotty" international broadcast).
You also have to consider total media impressions- including social.
If there were 3 big rallys a year, in major global markets (Americas, India, Asia), the marketing power would be even bigger.
From a worldwide perspective I bet Dakar is more impactful for Honda, just my two cents with zero data behind it.
So, now I wonder does Ricky Brabec make a salary commensurate to Ken Roczen?
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Rally/Dakar. #2
SX #3
If I’m not mistaken it’s viewed in more countries worldwide than any other single Motorsport event.
Kevin Benavides has probably been on every news station in South America today. Most the people who see that will never hear of Ken Roczen or Chase Sexton in their life.
Hands down, no question in my mind.
It's an ultimate endurance test. That is understandable street, dirt, race, cruise and even car and lawn mower.
Dakar victory can be used across many applications
More average people around the world know of dakar than supercross.
The whole region is geopolitically unstable and this is why they moved not because some terrorist hates Dakar because it is too popular.
Pit Row
"In 2019, approximately 300,800 units of on-highway motorcycles and more than 100,000 units of off-highway motorcycles were sold to customers in the United States" -Statista
Keep in mind that Honda sales were down in 2020 for the first time in 5 years.
That being said, Dakar or MOTOGP most likely have a larger impact on sales than MX/ SX in the US and Globally.
"Off road" is enduro bikes and everything "dirt"
Think of it this way: Formula 1 is the biggest series for marketing cars , but you can’t buy Formula 1 cars. The series advertises a brands capabilities and that in turn drives sales to the consumer level cars. The Dakar rally does the same thing for the motorcycle division by showcasing the brands capabilities to consumer with no racing interest who are in the market for scooters, street bikes, road-going adv bikes, all the way down to generators and pressure washers.
SX, on the other hand, is mostly followed by people who either own or have an interest in bikes that are substantially similar to the bikes they can buy from dealerships. Success in SX is great marketing for the offroad specific product lines but doesn’t have the same ripple effect throughout the product line.
I think it really has to do with the demographic. For example, in SoCal, everyone is rooting for Ricky Brabec including a lot of guys from Baja. But the guys I’m friends with on mainland Mexico have no clue who he is.
I doubt Dakar or sx really move the needle all that much on total sales, especially with the increasing percentage of sales in developing countries.
The guy in Calcutta or Jakarta buying cheap transportation for his family has probably never heard of Brabic or rockzen
So it’s probably difficult to qualify exactly how much each contributes to a number of sold units.
Post a reply to: What sells more bikes worldwide for Honda - a Dakar win or a SX title?