The ID Agency - CREATE. COMMUNICATE. BRAND.

CREATE. COMMUNICATE. BRAND.

2015 Kawasaki Mule Pro-FXT Press Introduction Recap

2015 Kawasaki Mule Pro-FXT Press Introduction Recap

_MG_8228.jpg

The introduction to the media of the 2015 Kawasaki MULE PRO-FXT was conducted in Lincoln, NE at the Kawasaki plant last week and featured several key elements to ensure that the new Side x Side and Kawasaki “Strong” message was portrayed in the most convincing way possible.

The event began with a technical presentation led by Public Relations Manager Kevin Allen, who introduced several key guests, reviewed Kawasaki’s history, discussed the plant itself, and reviewed the vehicles made in Lincoln.

Kevin introduced Plant Manager Mike Boyle who talked about the plant’s history and discussed the production process for everything from Jet Skis to train cars all made on-site in Nebraska. 

Mike handed over to Director of Marketing Chris Brull, who discussed the “Kawasaki Strong” campaign and how the industry-leading three-year warranty was only possible because the strength of the product. He then introduced the new Side x Side with a video presentation before the vehicle was driven on stage by Product Planning Manager, Bret Snider.

WING6761.jpg

Bret presented the product itself, going into depth about its technical specification as well as its versatility, comfort and ground-breaking innovations. He gave the media an accurate overview of the new “King of MULES,” even offering to beat the stated one-minute required to convert the PRO-FXT from three- to six-seat configuration.

Once the presentations were complete, the media guests were given an extensive tour of the Lincoln plant. They were able to see all the manufacturing processes and all were impressed with Kawasaki’s high-quality workmanship. This tour certainly gave them a great insight into the overall story, allowing multiple stories to be generated by this media introduction.

After the plant tour, guests enjoyed lunch in the plant and were then taken out to the ride area on a private ranch. Before riding, they were given a walk-around presentation of the vehicle by Bret Snider, and an accessories presentation by Joe Heim to showcase the 60 Kawasaki Genuine Accessories that were developed specifically for the PRO-FXT.

There were a variety of vehicles on display in different configurations, such as three-passenger and six-passenger configuration, accessorized and non-accessorized, and with or without payload items in the bed, as well as one with a fully loaded trailer to demonstrate the two-ton towing ability. The media was able to photograph the static machines, with the accessorized units proving particularly popular.

With the presentations over, the media were split into groups and headed out onto a pair of driving routes that encompassed a variety of terrain to highlight specific strengths of the MUL PRO-FXT, such as its excellent ground clearance, capable all-wheel drive, locking rear diff, independent suspension, torque three-cylinder motor, comfortable bench seat, speed-sensitive electric power steering, power disc brakes, etc.

The course featured an engine braking section, as well as areas to demonstrate the very tight turning radius, its wheel articulation, ability to cope with different terrains and climb steep inclines.

Covered in dust, the journalists had a great time getting to grips with the new Kawasaki MULE. They had arrived from across North America, representing outlets such as the Outdoor Channel, RideApart.com, Field & Stream, Military.com, Total Landscape Care, Farm Industry News as well as the enthusiast outlets such as ATV.com, UTVUnderground.com, Dirt Wheels magazine, and Go Riding TV, for example.

With the ride completed, everybody returned to the hotel for a shower and a wonderful dinner in Lincoln. Guests and journalists enjoyed the opportunity to make new friends, meet Kawasaki staff and enjoy some of the finest cuisine in Nebraska.

© 2016 The ID Agency