Emotional Engineering: Why do People Ride Motorcycles? | Ashish Joshi | TEDxIIMKashipur

Why do People Ride Motorcycles? In this talk Ashish Joshi tells us how using emotional enginering they design a unique product which fulfills all the emotional requirements of a bike rider.

Ashish Joshi is the CEO of Classic Legends which is a part of Mahindra group. With expertise in market entry strategy, production strategy, set up of go to market distribution networks & business development, he is tasked with bringing back popular motorcycle brand of yesteryears Jawa to the Indian market. He is a senior management executive with proficiency in market entry strategies into new countries, increasing profitability, rejuvenating long-standing brands & leading cross-functional teams within Europe and Asia. He has an MBA from London Business School majoring in Strategic Management & Leadership and Post Graduate Diploma in Business Management from IMT Ghaziabad. Prior to Classic Legends, Ashish Joshi was Managing Director of Triumph Motorcycles and was known in India as the face of the British brand when it was introduced in India during the 2012 Auto Expo. Having also worked in Royal Enfield, he is a veteran in the motorcycle industry and understands how brands work. This makes him the ideal candidate to lead Mahindra’s global premium motorcycle venture and revive the Jawa brand in India.

See more at: http://tedxiimkashipur.com

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations) Ashish Joshi is a visionary and a leader whose love and passion for motorcycles has driven his successful career for most part of his life. An alumnus of London Business School and IMT Ghaziabad, Mr Joshi is currently the CEO of Classic Legends and is credited for resurrecting the Jawa Motorcycle Brand. Over the course of his career spanning over 15 years, Mr Joshi has contributed immensely towards motorcycle industry and has shown a path for the emergence of future leaders. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx