In terms of positioning, the launch of the AK 550 megascooter was KYMCO’s biggest in 2018. It meant the entry of the brand into a new category that the competition has led for years. The launch strategy had a preliminary phase in which focus was placed on promoting test drives among specialized media, sales networks, and influencers on the exclusive Ascari track, an event that generated widespread media impact. The demand was channeled through a successful online pre-order campaign that succeeded in positioning the AK 550 as a sales leader.