About Segway
Press Releases
SEGWAY LAUNCHES NEW MARKETING CAMPAIGN TO INTRODUCE NEXT GENERATION SEGWAY® PT
Segway’s New Marketing Campaign and Tagline, “Simply Moving”,
Designed to Educate the Market and Motivate Product Trial
BEDFORD, N.H. – AUG. 14, 2006 – Segway Inc. launched a new marketing campaign today to introduce the second generation Segway® Personal Transporter (PT) with LeanSteer™ technology. The company’s new tagline, “Simply Moving”, and supporting communications focus on Segway’s innovative technology and the many practical ways consumers and commercial customers are incorporating Segway PTs into their everyday routines.
Components of the global campaign include: a redesigned corporate Web site (www.segway.com) with an online product configurator that allows customers to build their own personalized Segway PT and send the specifications to their nearest dealer; new print advertisements in security and police trade publications; point-of-sale materials for dealers; an international public relations campaign; and a sleek new product brochure that showcases Segway Smart Motion™ technology, innovative new products and real-world customer testimonials.
“The new global marketing campaign emphasizes how easy the Segway PT is to learn and use, and highlights the many ways that our customers are using Segway PTs for both fun and utility,” said Heather Sheldon, director of marketing communications at Segway Inc. ”Our goal is to get as many people trying our products as possible, whether at a dealer location or through a guided tour.”
Segway’s strategy of focusing on key market segments is successfully generating demand and creating sales momentum. More than 150 police and security agencies worldwide are using Segway PTs. Police and security organizations were among the first commercial customers to recognize the product’s benefits over other transportation alternatives. Segway’s advertising program in the U.S. includes placements in security and police trades such as Police Chief, Law Officer, Security and Officer.com.
The company’s public relations campaign rolled out with an exclusive story in the August 14th issue of Time magazine, followed by a media event in New York City and media relations campaigns in France, Germany, Italy and Spain, among other countries.
Segway’s new product line includes the versatile i2 model and a cross-terrain model called the x2. Both feature LeanSteer technology, an engineering breakthrough that makes the new models even more intuitive and appealing. Now, all aspects of movement are controlled by the direction the rider moves his body. Lean right to go right, lean left to go left - the Segway PT responds as the rider naturally leans in the direction he wants to travel, rather than using a handlebar grip for turning. LeanSteer technology enhances the Segway experience by making the ride more intuitive, while a new wireless InfoKey™ controller provides useful trip information and security functions.
In September, Segway will release six product packages tailored to specific commercial and consumer market segments, and riding environments: the i2 Commuter, i2 Police, i2 Commercial Cargo and the x2 Golf, x2 Police, and x2 Adventure.
“These packages offer consumers and commercial customers a total product solution that helps them achieve certain goals – whether its increasing police presence or traveling on varied terrain,“ according to Klee Kleber, vice president of marketing. “The market for Segway PTs is maturing and we have a range of personal transporters optimized for a variety of needs.”
To find complete specifications of Segway PT models and packages, or to configure a personalized unit, visit www.segway.com
About Segway
Segway Inc. develops intelligent motion control technology known as Segway® Smart Motion™ that is embedded in the light electric transportation devices it manufactures, such as the well-known Segway® Personal Transporter (PT). Segway Smart Motion provides intelligent motion control that enables a device to monitor its environment, control its motion and make decisions about how it should move.
Segway markets a full line of zero-emissions Segway PTs for sidewalk and cross-terrain use that deliver impressive energy efficiency – equivalent to 450 miles per gallon/191 kilometers per liter of fuel. The company’s line of Segway Robotic Mobility Platforms (RMPs) offers reliable, durable mobility solutions for robotic applications.
Segway Inc., based in Bedford, N.H., U.S.A, has a worldwide distribution network of more than 250 retail points in 61 countries. For additional information about Segway and to find retail locations, please visit www.segway.com or call 1-866-4SEGWAY. Media materials and digital images are available at the Segway Press Center.
