NOVEMBER 19, 2017
CRISIS EXTREME: A NEW MOTORBIKE DEALER SHOWROOM BUILT IN YEKATERINBURG
UPON THE PROJECT OF EX-CHIEF ARCHITECT OF THE CITY

IT WILL EMERGE ON SIBIRSKYI TRACT BETWEEN 'RADUGA' AND 'MEGA'
A new motorbike dealer showroom 'BikeHouse' has opened in Yekaterinburg, despite the critical times for car and motorbike industry. Its building, as well as the two preceding ones, was designed by Timur Abdullaev, former Chief Architect of Yekaterinburg, founder of ARCHINFORM architectural bureau.
'This story goes way back, about two years ago. The plans regarding what to develop on this plot and what brands should be represented here, changed several times', Timur Abdullaev told E1.RU. 'For example, towards the final stages, the intentions were to sell water vehicles in this showroom, and the implemented solution refers to the topic of water and its dynamic. Yekaterinburg already has two BikeHouse showrooms, and each of them has its own unique character, which is atypical for such showrooms.
In this case, the task was set to create an image for the building through laconic devices. The building is basically a sandwich panel hangar, and we gave it its own architectural character using inexpensive, available and laconic methods'.

According to Dmitry Trubin, Project Manager, the showroom will be specializing in snowmobiles, ATVs, four-wheelers, and other 'extreme' vehicles of one of the brands.

'In good times, distributors do not exactly let vendors develop, while in recession weak companies leave and strong ones get even stronger. Besides, our typical consumers will hardly ever switch to domestically produced and Chinese alternatives, that's why worldwide premium-class brands always stay on trend, one way or another', Trubin explains the reasons for building and opening a new showroom in this difficult time. 'In general, motorbike showrooms underwent the same thing as car showrooms did during recession, but now a kind of a rise can be seen, and we simply intend to develop. Many companies have switched to catalog retailing, and we will offer 'live' vehicles.
According to Trubin, Polaris brand was given its own showroom, among other things, due to its anti-crisis policy.

'In recession, not all distributors can stay afloat and offer a competitive product', Dmitry Trubin says. 'Someone, for instance, creates a high-quality product, however, in a down economy they don't make novelty products, but decide to change direction instead. We often face the situation when brands targeted primarily at global market and the USA market are not ready to help the Russian market, and that's why they nosedive. In this case, we were offered a competitive price, a good product line, and, on top of that, last year they gave out mountain snowmobiles to pilots, across Russia, for free, having got good promotion. BRP premium brand, which is lucrative and prestigious to sell, has also stayed with us. Moreover, we've got an opportunity to open another selling point for this brand, and to move Polaris sales, which are also featured in our showrooms, here. Luckily, they have 'mountain' vehicles, as there's a growing trend in the Urals to buy snowmobiles not only for hunting but also for sports'.
Author: Alyona Batalova
Source: Е1