Stark Is Giving Its Customers Traction Control for Free. Take Note KTM

In a world where companies seem to want to take more than ever, Stark Future is giving and asking for nothing in return.

03:02

Robbie Bacon

By: Robbie Bacon

Jun 26, at 8:38am ET

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We are truly living in the next era of two-wheeled innovation. At the forefront is Stark Future, a brand making waves in the off-road racing scene, but what we should be even more interested in is the free add-ons it's giving its customers. They're not just free; Stark owners don't even need to go to a dealer to update to the latest tech.

Stark has just improved upon its already popular VARG models by introducing Traction Control, which is apparently one of the most requested features from customers worldwide. That's not much of a surprise, really, when you consider the bikes can deliver around 691 lb-ft of maximum torque to the rear wheel. But having all that power doesn't do anything if you can't use it.

Available exclusively for ALPHA models, Traction Control has already been delivered through a free over-the-air software update to all ALPHA riders. Unlike traditional motorcycles, where new functionality often requires new hardware or a new model year, Stark riders receive improvements directly from HQ through software updates.

After customers update their software, Traction Control becomes fully integrated into the VARG ecosystem and can be adjusted independently within each power mode. Riders can choose higher levels of intervention for maximum stability and grip, or lower settings that allow more freedom and rear-wheel movement.

The feature and the fact that riders can get it as an over-the-air update are great things, but Stark deserves a special shout-out for giving it to customers for free. Customers bought their models without guarantees that they would have TC, then Stark developed it and gave it to them. You would think that if any company would have a subscription model or charge you for new features, it would be the new, tech-forward EV company. Thankfully, the Barcelona-based company hasn't opted for the low-hanging fruit at the expense of customer satisfaction; unfortunately, that's not the case everywhere.

What do you think?

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I love KTM motorcycles. I think they're brash, exciting, and sharp, which epitomizes what most motorcyclists yearn for. But given the current financial climate and seeing relatively new companies like Stark take the high road, I have to call out the fact that the Austrian company is making its customers pay up to $1,200 to unlock features that its motorcycles already have—a stark contrast to what VARG owners have just experienced.

I can't imagine riders will ever feel totally satisfied paying for features their bikes already have, and I hope calling this out when appropriate will contribute to KTM one day doing away with the nonsense of asking customers to pay for packages to unlock pre-installed features.