TEN MINUTES WITH...RIAAN NEVELING

Ever wondered what gives KTM and its marketing messages an edge? Well, it comes down to this man and his team of no-bull bike lovers.

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It's safe to say that KTM's image of massive wheelies, huge burn-outs, slogans like 'Ready to Race', 'The Beast' and 'No Bullshit', to name but a few, does make it stand out for being different and edgy. The firm doesn't seem to have a problem projecting an image that every other manufacturer would have nightmares about for fear of repercussions and complaints citing irresponsible behaviour and duty of care.

Yet, the hypocrisy of the others is off the chart when you stop and think about it - because they too produce massively powerful motorbikes capable of extremely naughty things yet try to present them to the world in a grown-up, mature, sophisticated way that belies their true potential but pleases the do-gooders and critics.

Not so at KTM, and that is pretty much all down to one man, Riaan Neveling, who is its global head of marketing and is like a breath of fresh air when it comes to dealing with PR and marketing people. Usually, when you get taken out for a road ride you'll be allocated a guest rider or one of the manufacturer's test riders under strict instructions to make sure the ride is safe and that people don't get lost or misbehave, and they also set a modest pace.

Not Riaan...

The very idea that he may pass the opportunity to go for a ride-out with some keen journalists and instead spend his time working on spreadsheets and Zoom calls is laughable. He usually appoints himself as the lead rider and sets a pace that unless you've brought your A-game will result in you being dropped from the group within the first couple of miles. "Is this a track or a road ride?" is normally said by someone during a ride-out with Riaan.