So, IF the ST is being temporarily or permanently discontinued, it is because it didn't sell (obvious). The real question of debate is why didn't it?
One reason it didn't sell is because the ADV market is relatively small (compared to cruisers, crotch rockets, etc).
BUT ... presumably Yamaha's market research obviously told them there was a significant enough ADV market to make it. The GS is Beemer's biggest selling bike of all time and was the target of Yamaha in developing the ST. So, the real question is why didn't it compete well with the GS (and the new ADV offerings by other manufacturers)?
1) The GS is very well established and has a mythos around it. Just too difficult to crack. Good marketers might disagree whether this is possible (see below)
2) The design of the ST. Although most of us are delighted with our machines, there is a negative perception involving: weight, lower power, ABS can't be turned off- so not real off road, etc. Some people have even criticized the looks (beauty is in the eye ...). Is there a slam-dunk difference that is enough for enough ADV shoppers to choose it over a Beemer? Other manufacturers have their angles. We will wait and see on the long term success of those. Did Yamaha misstep on the design a little for the majority of ADV buyers? We tout value and reliability, but maybe that isn't what this segment cares about (curiously). Maybe a large percentage of this segment is more into the ADV image (KLIM gear; SIDI boots; peaked helmets; "round the world" image) more than the actuality of how well the bike would accomplish its purpose? Nothing more than the likes of the "bandito" image of cruisers to "I am a world adventurer" - both posers in their own right. They want the ADV looks, but just stick to freeways.
3) Price. Yamaha is known for reliability and value. In the $15K and above price range, maybe anyone who can afford this looks more to the luxury ADV's of Beemer, KTM, etc. Yamaha is not really known for luxury, so aiming at this segment may be outside their "core competency". So far, the other Japanese marketers have been successful with lower bore and price offerings refraining to go after the Beemer class. My dealer has sold 12 Bolts already versus only about 3 ST's total. Factored into this could be an anti-Japanese bias.
4) Marketing misstep. Some have criticized Yamaha for not launching or marketing the ST properly. I think they did a fairly good job, but others disagree. In terms of message and placement of that message, what more could they have done? What else should they have done to position the ST better against the GS. If they were to re-launch the ST, what should they do?
5) Lack of patience. In this business climate, it takes time to build a brand. The corporate attention span isn't able to wait for the Super Tenere "brand" to set in. We, of this forum, represent the brand that Yamaha should study, aim for and build, but the clock ticks too fast in most boardrooms these days.
So, some thoughts. Again, I think the question is not why the ST didn't sell enough, because BMW is doing very well - even in the US - in this market. The question is why didn't it compete well enough. Ideas?
Sam
