TRAVELLER TESTED: KTM SUPER ADVENTURE S
In 2004, Austrian motorcycle company KTM turned down a sponsorship deal for Ewan McGregor and Charley Boorman's Long Way Round — one of the greatest marketing faux-pas in motoring history. The 2004 series, in which the actors rode from London to New York via Asia, became a global hit and the sponsor — BMW's dual-purpose off-road/on-road GS Series — became and remains the bestselling motorcycle in its class.
KTM had its reasons for turning McGregor down; it's always been a grassroots company with a low-key approach to marketing and advertising. Perhaps that's why when I, a humble motorcycle journalist with less than 1000
