The History of Husqvarna in Canada

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1 The History of Husqvarna in Canada

2 The Incredible History of Husqvarna in Canada l Page 2 ONE OF THE WORLD S OLDEST MOTORCYCLE COMPANIES HUSQVARNA IS ONE OF THE WORLD S OLDEST COMPANIES, DATING BACK TO THE COMPANY STARTED BY MAKING ARMAMENTS FOR THE KING OF SWEDEN S ARMY. THIS EXPLAINS WHY THE CURRENT HUSQVARNA CROWN LOGO IS A STYLIZED GUN SIGHT. ORIGINALLY BASED IN THE CITY OF HUSKVARNA, THE SWEDES WERE MASTERS AT MAKING HIGH QUALITY STEEL. HUSQVARNA IS ALSO ONE OF THE OLDEST MOTORCYCLE MANUFACTURERS AND BEGAN BUILDING MOTORCYCLES IN HOWEVER THEY HAVE BEEN PRODUCING SEWING MACHINES FOR OVER 150 YEARS.

Through the highs of winning championships to lows of multiple distribution changes, Husqvarna s history is one in which only a survivor can prevail.

3 The Incredible History of Husqvarna in Canada l Page 3 CANADA IS A BIG COUNTRY Husqvarna s history in Canada is lengthy and varied. Over the past 50 years, Husqvarna has gone through an unbelievable number of changes. Through the highs of winning championships to lows of multiple distribution changes, Husqvarna s history is one in which only a survivor can prevail. Because of the geographic nature of our immense country in the beginning there were two distributors in both the East and West. As early as 1968 a few Husqvarnas were sold by Fred Deeley Limited in British Columbia. One of the first supported racers was Peter van Breugel. Today Deeley has the distinction of being the exclusive Harley Davidson distributor for Canada.

The Incredible History of Husqvarna in Canada l Page 4 THE STEEN HANSEN ERA The

Hansen became the Western Canadian Husqvarna distributor in 1968.

Steen held the Western Canadian Husky franchise until 1987, when the Swedish

4 The Incredible History of Husqvarna in Canada l Page 4 THE STEEN HANSEN ERA The name that is most commonly associated with Husqvarna in Canada is Steen Hansen. Hansen became the Western Canadian Husqvarna distributor in He immigrated from Denmark to set up shop in Edmonton, Alberta. Steen held the Western Canadian Husky franchise until 1987, when the Swedish factory closed and the Italians took over. Hansen is also credited with importing one of the first Husky motorcycles into Canada in 1967.

The Incredible History of Husqvarna in Canada l Page 5 THE SWEDES BRING MOTOCROSS TO CANADA At 75+ years old, Steen still rides and races Husqvarnas, as do his sons.

5 The Incredible History of Husqvarna in Canada l Page 5 THE SWEDES BRING MOTOCROSS TO CANADA At 75+ years old, Steen still rides and races Husqvarnas, as do his sons. In their best years (1969, 71) Steen Hansen Racing sold several hundred units per year and supported a number of racers. Steen Hansen Racing Supported many Swedes such as Nils Arne Nilsson. Nilsson was one of the most successful riders to come to Canada, as well as in the US winning the 125cc USGP in St Louis in Other riders the Hansen s supported were Ed McDonald, Jan Eric Salquist, Peter Adams, Gunnar Lindstrom but most notably Nils Arne Nilsson.

6 The Incredible History of Husqvarna in Canada l Page 6 TWO DISTRIBUTORS IN ONE COUNTRY The original Eastern Canadian distributor was a colourful figure by the name of George Kirkpatrick. As far back as the late 60 s Kirkpatrick imported Huskys until Bjarne Nielsen took over Husqvarna in Eastern Canada in 1969 and formed North York World Trade which was situated in Downsview, Ontario. Nielsen employed an accomplished Finnish rider by the name of Seppo Makinen, who worked and raced Huskys to a great deal of success. Seppo won the Canadian Motocross Open Expert Championship in 1972.

The Incredible History of Husqvarna in Canada l Page 7

history is when Ron Keys and Seppo Makinen each won Expert class

7 The Incredible History of Husqvarna in Canada l Page 7 CHAMPIONSHIPS WON One of the highlights in Husqvarna s Canadian history is when Ron Keys and Seppo Makinen each won Expert class (250 & Open class) motocross championships held at Totem Raceway, in British Columbia in Nielsen s business was short-lived and lasted until 1972 when aftermarket accessories distributor, Marquette Marketing took over.

8 1974 HUSKY CONFIDENCE The Incredible History of Husqvarna in Canada l Page 8

The Incredible History of Husqvarna in Canada l Page 9 EASTERN CHANGES At the time, an expert-level racer named Gerry Young worked for Marquette, subsequently in 1973 Marquette turned over

Young described his Husky era as the glory years and in his best year Young sold 200+ Huskys in Eastern Canada. Young visited the Swedish factory a number of times.

9 The Incredible History of Husqvarna in Canada l Page 9 EASTERN CHANGES At the time, an expert-level racer named Gerry Young worked for Marquette, subsequently in 1973 Marquette turned over the Husqvarna distribution to Young and Husqvarna Motorcycles Distributors East based in Peterborough, Ontario. Young described his Husky era as the glory years and in his best year Young sold 200+ Huskys in Eastern Canada. Young visited the Swedish factory a number of times. He recalls, you could sit and talk to the head design engineers, they would explain everything to us, why they did what they did. Young described the lavish mansion in which the Swedish Husqvarna CEO lived as being an outlandish, castle-like, extravagance complete with works of art and suits of amour.

The Incredible History of Husqvarna in Canada l Page 10 THE GLORY YEARS During this time Husqvarna enjoyed success, including winning numerous World Motocross Championships.

10 The Incredible History of Husqvarna in Canada l Page 10 THE GLORY YEARS During this time Husqvarna enjoyed success, including winning numerous World Motocross Championships. One of the most popular victories was by the Flying Finn, Heikki Mikkola who delivered both 250 (1976) and 500cc (1974) World Titles to Husqvarna. Since 1960 when the FIM instated World Motocross Championships, Husqvarna riders had won 15 World MX titles including the very first 500cc championship by Swede Bill Nilsson. Nilsson was one of the very first Swedes to come to Canada to promote Husqvarna and motocross. Bill Petro Photo

The Incredible History of Husqvarna in Canada l Page 11 THE GLORY

racers for the Canadian series during his leadership.

Rautiainen, Nick Hapta, Rob Jordan and Seppo Makinen, as well Canada

11 The Incredible History of Husqvarna in Canada l Page 11 THE GLORY YEARS Gerry Young supported a great number of top-level motocross racers for the Canadian series during his leadership. Riders who rode the Swedish bikes included Mike Boyle, Jorma Rautiainen, Nick Hapta, Rob Jordan and Seppo Makinen, as well Canada was visited by many very talented international riders such as World Champion Torsten Hallman.

The Incredible History of Husqvarna in Canada l Page 12 HUSQVARNA S FOCUS SHIFTS Young held the Husky rights for Eastern Canada until 1979 when Swedish conglomerate Electrolux bought Husqvarna and

12 The Incredible History of Husqvarna in Canada l Page 12 HUSQVARNA S FOCUS SHIFTS Young held the Husky rights for Eastern Canada until 1979 when Swedish conglomerate Electrolux bought Husqvarna and turned the exclusive Canadian distribution rights over to Steen Hansen. Once under the management of Electrolux, Husqvarna motorcycles became a smaller part of an internationally diversified company that produced many other products. This inevitably led to a battle that ensued between European manufacturers and the Japanese.

13 THE EURO BRANDS BATTLE EACH OTHER The Incredible History of Husqvarna in Canada l Page 13

The Incredible History of Husqvarna in Canada l Page 14 BIG CHANGES COMING Electrolux moved the motorcycle production facilities to make room for the lawn and

Husqvarna production was set up in the old Aermacchi / Cagiva factory in Varese, Italy.

14 The Incredible History of Husqvarna in Canada l Page 14 BIG CHANGES COMING Electrolux moved the motorcycle production facilities to make room for the lawn and garden equipment assembly lines. On April 1, 1986, the Husqvarna motorcycle division was bought by the Italian Castiglioni brothers. Husqvarna production was set up in the old Aermacchi / Cagiva factory in Varese, Italy. The Castiglioni s also secured the rights to Cagiva, Ducati, Moto Morini and MV Augusta. The new business operated under the MV Augusta moniker and the Husky purchase was part of a strategy to obtain Husqvarna s extensive US dealer network, which was well established at the time.

The Incredible History of Husqvarna in Canada l Page 15 ENDURO SUCCESS On a global scale during the mid 1970s until 1987 Husqvarna s popularity and success was gradually transferred from the

15 The Incredible History of Husqvarna in Canada l Page 15 ENDURO SUCCESS On a global scale during the mid 1970s until 1987 Husqvarna s popularity and success was gradually transferred from the motocross to off-road market. One of the main reasons was the highly competitive Japanese brands began to make serious inroads in the motocross world. In Canada, Ontario s Paul Andratis won the Canadian Enduro Championship 3 years in a row and took home the coveted Corduroy Enduro win in South of the border many US Enduro Championships were won by Husky riders such as Terry Cunningham, Dick Burleson, (8-time consecutive AMA National Enduro Champion), and later on Fred Hoess became a recognizable Husky rider.

The Incredible History of Husqvarna in Canada l Page 16 THE KING OF COOL RIDES A HUSKY To

associated with cultural icons Steve McQueen and Malcolm Smith.

position as the coolest bike to ride with both Steve and Malcolm being confirmed Husky

16 The Incredible History of Husqvarna in Canada l Page 16 THE KING OF COOL RIDES A HUSKY To further Husky s off-road success the brand is accredited with 11 Baja 1000 wins and is associated with cultural icons Steve McQueen and Malcolm Smith. Few people know that Malcolm was born in British Columbia, Canada and he always makes time to meet and greet Canadians. Bruce Brown s Academy Award nominated 1971 movie On Any Sunday solidified Husqvarna s position as the coolest bike to ride with both Steve and Malcolm being confirmed Husky riders. As the stars of the movie, Huskys were featured in numerous scenes including the dreamy end-ofmovie sequence where the riders were play riding on the beach at Camp Pendleton in Southern California.

17 The Incredible History of Husqvarna in Canada l Page 17 BAJA, SPORTS ILLUSTRATED, STEVE AND MALCOLM

18 The Incredible History of Husqvarna in Canada l Page 18 HUSKY HAS LEFT THE BUILDING In 1988 drastic changes were not completely accepted among Husky s fiercely loyal customers. With the move to Italy, Husqvarna engineers stayed home. Ultimately deciding to build their own motorcycle brand and Husaberg was born. This phenomenon explains why many of the design elements of early Huskys appear on the first Husabergs, especially considering the early four stroke engines and similarities in the frame designs.

19 The Incredible History of Husqvarna in Canada l Page 19 THE CLEAN, SWEDISH IMAGE VERY STRONG BRAND EQUITY

20 The Incredible History of Husqvarna in Canada l Page 20 A FLOOD, TEETERING ON BANKRUPTCY DIFFICULT TIMES. The two decades under Italian control proved to be difficult for the brand. In 1987 Canadian sales figures lagged, dealer and customer confidence suffered and the former off-road motorcycle market leader was on the ropes. A natural disaster struck the factory in 2002 when the factory was flooded and therefore there were no 2003 models produced. In a subsequent turn of events the company filed for bankruptcy but kept the creditors at bay by accepting a 70 million Euro (95 million US$ or 101 million CDN$) investment by the Malaysian automaker Proton. A year later, fearing the entire company would fold Proton would sell their 57% share in the company for one euro or about $1.20 to an Italian investment company called Gevi SPA.

The Incredible History of Husqvarna in Canada l Page 21 OUR BELOVED IS ON THE ROPES There were virtually no sales of Husqvarnas in the Canadian market from 1987 until 2004 when the 100 th anniversary

21 The Incredible History of Husqvarna in Canada l Page 21 OUR BELOVED IS ON THE ROPES There were virtually no sales of Husqvarnas in the Canadian market from 1987 until 2004 when the 100 th anniversary models were produced. For a period of 17 years Husqvarna had all but disappeared from the Canadian market. Only a few bikes were imported each year. Buyers and bikes were few and far between, so few in fact enthusiasts can still recall who bought what model and where they came from. One rider went as far as importing a new Husqvarna from Australia. It wasn t until 2002 when Rob Keith of Cagiva USA engaged Trevor Wideman to deal with the complexities of Canadian Customs. It took until 2004 to get things sorted and finally a few Huskys were officially brought in. In 2005 Canadian journalists were invited to the Husqvarna media launch and in 2006 the brand took off once again. In early 2006 Husqvarnas appeared at the motorcycle shows in Canada and a small dealer network was established.

The Incredible History of Husqvarna in Canada l Page 22 BMW BUYS HUSKY. Once more another major change took place on July 19, 2007, when BMW Motorrad acquired Husqvarna.

However in order to address the fickle Canadian market, distribution was awarded to Barrett Marketing Group known as BMG, which was based in Woodstock, New Brunswick.

22 The Incredible History of Husqvarna in Canada l Page 22 BMW BUYS HUSKY. Once more another major change took place on July 19, 2007, when BMW Motorrad acquired Husqvarna. At that time Husqvarna North America was formed. However in order to address the fickle Canadian market, distribution was awarded to Barrett Marketing Group known as BMG, which was based in Woodstock, New Brunswick. BMG filed for bankruptcy in April of During its time, as the Husky distributor, BMG supported off road racing and brought home a few national and regional enduro and cross-country championships, with riders such as Guy Giroux, Philipe Chaine, and BC-based Ryan Graffunder. The collapse of BMG prompted BMW Canada to take the Husky brand inhouse.

The Incredible History of Husqvarna in Canada l Page 23 THE KTM ERA BEGINS Push the fast forward button to January 31, 2013 - Husqvarna changes hands.

23 The Incredible History of Husqvarna in Canada l Page 23 THE KTM ERA BEGINS Push the fast forward button to January 31, Husqvarna changes hands. Pierer Industrie AG, who owns 51% of KTM, became the outright owner of Husqvarna. The first Husqvarnas rolled off the KTM factory production line in Mattighofen, Austria in early October. Story written by: Lawrence Hacking Special thanks to Gerry Young, Dennis Hansen, Sean Wiesner, Trevor Wideman and Bill Petro who made this presentation and research possible.

Husqvarna Canada Announces 2011 Race Team

Husqvarna Canada Announces 2011 Race Team December 3rd, 2010 Saint John, NB On the heels of the close of an extremely successful 2010 race season, Feeding Performance Husqvarna is pleased to announce its