LAW CHAI YONG – 14911277EMERLINE SOH SOO LI – 15077785

LIM SENG CHIN – 16526149WEE NAI QIAN GERARD – 16513293

JIMMY WILLIAM NGADIMIN - 15987842

The Can-Am SpyderThree Wheeled Motorbikes

Singapore

The Can-Am Spyder: Introduction

1942 – Bombardier Recreational Products Inc. (BRP) was established. Made snowmobiles, watercrafts and ATV.

Won multiple awards for their products.2006 – The company was re-formed to

become Can-Am2007 – The first Spyder Can-Am road vehicle

was produced.

The Can-Am Spyder: Features

The Spyder is a 3-wheeled vehicle that has a Y-shaped body frame.

Focuses on safety with this type of body design.

Features like vehicle stability system, anti-braking system, electronic brake distribution, traction control system and stability control systemMaslow’s

Hierarchy of needs

The Can-Am Spyder: Singapore Motor Trends

Statistics and Graphs – Types of bikes purchased2006 2007 2008 2009 2010 2011

100 cc & below

2,548 2,091 1,720 1,500 1,365 1,205

101-200 cc 107,778 108,991 109,820 110,623 111,150 108,983

201-300 cc 3,167 3,021 2,951 2,905 2,914 2,872

301-400 cc 18,319 18,545 19,020 18,717 18,501 18,282

401-500 cc 237 250 281 328 370 421

501-1000 cc 6,463 6,997 7,624 8,125 8,494 8,919

1001 cc & above

3,369 3,587 3,872 4,139 4,488 4,998

Total 141,881 143,482 145,288 146,337 147,282 145,6802006 2007 2008 2009 2010 2011

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Singapore Motorcycle & Scooter Population 2006 - 2011

1001 cc & above501-1000 cc401-500 cc301-400 cc201-300 cc101-200 cc100 cc & below

The Can-Am Spyder: Singapore Motor Trends

Statistics and Graphs – Brands (900-2000cc)

Statistics and Graphs – COE for Cat D

2006 2007 2008 2009 2010 2011

Can-Am 0 0 0 5 16 24

Harley Davidson

1005 1115 1200 1277 1372 1519

Ducati 355 436 521 595 724 885

BMW 632 652 706 743 825 959

2006 2007 2008 2009 2010 2011Category

D853.00 1,108.00 1,234.00 897.00 1,309.00 2,098.00

$853.0

0 $1,108

.00

$1,234.00

$897.0

0

$1,309

.00

$2,098

.00

Singapore Annual Average Quota Premium of COE – Cat D

2006 -20112006 2007

2008 2009

2010 2011

2006 2007 2008 2009 2010 20110

200400600800

1000120014001600

Singapore Motorcycle Population By Make 2006 - 2011

Can-AmHarley DavidsonDucatiBMW

The Can-Am Spyder: Consumer Perceptions

New CategoryAccommodation reactionStyle and design gives a surprise factorNot practical for Singapore

Double the parking space required compared to a normal bike

Singapore’s narrow roads

The Can-Am Spyder: Information Availability

All sources or information are available only on the BRP Spyder website In the case of Singapore, potential customers have to

contact the local dealer for more information.Newspaper publicationsWord of mouth through forums

Singapore website STOMP had an article posted by a citizen who saw a Can-Am Spyder

A Facebook page has been created for owners of the Can-Am Spyder for discussion and tips sharing.

The Can-Am Spyder: Information Availability

The Can-Am Spyder: Motivations

Maslow’s Hierarchy of needs reflects the levels of consumer’s needs.

Utilitarian value depicts the lower hierarchy of needs which needs to be fulfilled first.

Hedonic value forms the apex of the hierarchy which consumers seeks but need not be necessary to fulfill them.

The Can-Am Spyder: Consumer Classification

Can-Am Spyder has a low visibility in the Singapore Market.

Consumers are categorised as learned and the un-informed group. The learned consumers are most often existing owners of the

product or people who are bike enthusiasts. They are often very involved and initiative in finding more information for this product.

Un-Informed group are usually non-riders or new owners of bikes who have started riding a motor cycle. They requires more visibility of the product. Eg. Advertisements.

Learned Consumers are also a source of information for the Un-Informed group of consumers.

The Can-Am Spyder: The Website

3 Main product types:

Road Recreation Off-Road

The Can-Am Spyder: The Website

Important information that will contribute to the final decision making process Specifications Cost of the product (with or w/o customization)

The Can-Am Spyder: The Website

Useful and helpful information Region that the product is available Licensing issues (US and Canada) Type of Vehicles available in each region Promotions Blogs Links to local dealers

The Can-Am Spyder: The Website

Singapore’s Dealer for Can-Am Spyder Water Culture

Only contains overview information of the product and specifications of the Road model.

The Can-Am Spyder: The Website

The Con of the Can-Am Website Lack of sounds or video representations

Having audible/visual effects can create a sense of excitement and provides a sensory memory for potential customers.

The Can-Am Spyder: Conclusions

Consumers may have unintentionally learned about the product and the fact that he/she made the effort to search for information on the product would have been intentional learning. The website provides more then sufficient information

to let customers know what they want to know.The product can provide both utilitarian and

hedonic value but more hedonic then utilitarian.

Major reason a potential customer may purchase this product is due to external influences.

~THE END~