The KTM case highlights the rebirth of a company by embracing a Global Design approach. When KTM, world-class manufacturer of motorcycles went bankrupt in 1992, one of the assets in hand was a strong Brand. KTM decided to position itself in a niche Market of demanding off-road motorbikes. Design was the main vehicle to define and deploy the language that would convey the « ready to race » motto. KTM motorbikes keep winning the most demanding competitions. Through a long term collaboration with an External Design consultancy, KTM has achieved a Global Integration of Design at the strategic level. This success is now driving KTM to launch a racing car which will share most of the same codes and qualities.
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