KTM North America will focus more on millennials and emerging credit customers going into 2017, said President Jon-Erik Burleson.
While the off-road vehicle manufacturer’s top priority is securing a leasing partner, KTM’s second priority is “making sure that we are not avoiding the younger market that may not have established good credit yet,” he said. “I don’t necessarily want to say that our brand is the right brand for subprime, but more for that client who is in their early 20s and hasn’t established much credit yet. We haven’t done a good enough job of paying attention to that market.”
With some of KTM North America’s “entry-level products,” such as racing motorcycles and lower-cost off-road vehicles, focusing on millennial buyers could be a profitable opportunity, he added.