Ural Motorcycle News
With continual growth in both sales and brand awareness, Ural Motorcycles has endeavored to manage and promote its online brand identity with a new website, and as many new social media outlets as possible.
The new website, which can be found at imz-ural.com, has undergone a complete transformation. In an atypical direction for a motorcycle OEM, Ural chose a minimalistic design for the website, one which focuses on interaction with its customers rather than the traditional overdesigned and message-heavy approach.
Maximizing page impact, images and information take a center stage. Aside from product pages, Ural now offers its web viewers and customers the ability to download owner’s manuals, review parts catalogs, find a local dealer and stay in touch with the company via their blog. The all-inclusive website manages nearly all the needs of fans and customers alike, with minimal clicking, and maximum exposure to Ural.
On the back-end, Ural has moved to AWS (Amazon Web Hosting), a strategic move that allows Ural to grow their server size and speed as the demands on their website grow. Page structure and design is based on WordPress, so Ural may develop its own page architecture and layout quickly.
Jon Bekefy (Director of Marketing Communications for Ural) says, “The overall strategy of the new website is one of quick response time, and independence. We’re able to retain the freedom of both speed and creativity, which a company of our size can exploit. We enjoy the personal control over our products and website”
Elsewhere, Ural continues to push the boundaries of what a traditional motorcycle OEM may consider to be social media. The company can be found in the typical outlets such as Facebook, YouTube, and Twitter, but they’ve also established online representation elsewhere. J
Jon Bekefy says: “I truthfully believe we were one of the first OEMs, to establish pages on Pinterest and Tumblr. The benefit of these two platforms has been huge, and the knowledge we gain from social media is incredibly useful. All of our efforts are based on being in front of our audience and spreading our message in our own self-reliant manner.”