The ORANGE BOARD is not marketing gabble or a gimmick. This bold strategy towards wider company transparency now exists, and the ‘members’ are in place for the first steps of a re-juiced KTM. Here’s how it came together…
By Adam Wheeler.
There was much conjecture, plenty of lessons and some tough decisions through a period of turmoil that bridged the change from 2024 to 2025. From the aftermath came the launch of the ORANGE BOARD. This was a strong signal of intent by KTM to rediscover a sense of self. The plan was simple: to forge a closer connection to customers and fans that love the bikes, that embrace the KTM spirit or relish the READY TO RACE attitude. The ORANGE BOARD represents a modus operandi to make the brand more consumer centric. A principal channel for this aim was to establish an advisory panel with 15 members of the public that would be willing to look ‘behind the curtains’ and, if necessary, throw them open through honest, frank discussions and conversations.
The creation of this advisory board was a fairly radical move. There were some concerns about how seriously the ploy would be taken, and whether the wide KTM community would respond to the call, but more than 5000 applicants filled in an online questionnaire. Selection went on for a month as potential members outlined their history and product experiences with KTM, their skills and professions and their perspective regarding what they expect from a constructor.
The final group was selected for the widest possible demographic, in other words international breadth, different ages, genders, skills and perspectives on motorcycles. The common denominator was the passion to help shape the future KTM and to bring the concerns or the comments of fellow ‘orange bleeders’ to the fore. In-line with the customer base, the average age of the ORANGE BOARD is 43 years and the full list of profile data can be browsed through this LINK.
KTM is Europe’s largest manufacturer but with global reach. The 15 come from territories as far afield as Australia, Canada, Colombia, India, Europe and the USA. The initial step was a full KTM immersion: the new board needed to be sunk into the orange. A three-day program took place at the factory facilities in Mattighofen and Munderfing. On the first day they met with Vice President of Global Marketing, Marcel Verhofnik, who extended a welcome, and underlined their duty as members of the ORANGE BOARD and their role for the new phase of KTM. The schedule then hit third, fourth and fifth gear.
Day 1: An introduction to the company’s departments for R&D, product management, marketing, customer service and dealer network development as well as a tour of the marketing hub in Munderfing. Then a series of workshops with people from the marketing, customer service and dealer network segments to learn more about this zone of the business.
Day 2: Tours of the main factory floors and assembly lines as well as the KTM Components and WP Suspension facilities where frames, exhausts and suspension systems are made. The engine plant as well. The panel then grabbed their helmets. Riding responsibilities involved testing prototype motocross models that won’t make it to market until 2028, but then also new bikes (and parts) of the KTM DUKE range, more road-going prototypes and other machines including the KTM 1390 SUPER ADVENTURE S EVO with automatic transmission (first shown at the 2024 EICMA show). Evening dinner was attended by KTM AG CEO Gottfried Neumeister as well as KTM Motorsport Director Pit Beirer.
Day 3: Time for the hardcore feedback. Workshops with R&D and Product Management staff for both STREET and OFFROAD ranges and based on the feelings of the previous day’s riding. The tour of the R&D area illustrated how a bike turns from an idea to reality. It came with demonstrations of visual quality (such as the benefit of in-mold tech compared to painted plastics) and insight for stress tests, dyno bays, the internally developed acoustic bay, 3D printing and more. Finally, the ORANGE BOARD were reminded of the story and the legacy of the brand with a roam of the KTM Motohall and trip around the KTM Motorsports building home to the factory teams for MotoGP, MXGP, Rally, Enduro and more.
The itinerary may have looked like a KTM rider’s or customer’s dream trip but there was a serious aim to the activities. The ORANGE BOARD was presented with a certificate by Mr Neumeister and now their contribution kicks-in and continues. Quarterly meetings (presential and digital) are scheduled to take place where the members will have tested more products and are expected to relay customer criticism and pointers on other KTM matters. The co-development is an important sphere: their honest opinions for usability, relevance, pricing and equipment priorities will be critical to the bikes that end up in the dealers and in people’s hands.