Executive Summary
We surveyed a purged base of ~6,000 Argentine leads who requested a TVS motorcycle but never purchased. This report explains why — combining their direct answers with their HubSpot lead profile.
The verdict in three lines
1. This is not many problems — it is one: affordability. Price and financing rejection together explain 60% of lost leads, and both concentrate on the Premium segment half of this base was chasing.
2. The financing losses are structural, not accidental. They cluster on thin-file / informal-income buyers (Veraz, gig workers, pensioners) — a financial-product gap, not a "bad lead" problem.
3. Two silent, high-severity leaks: the absence of a test-ride path (buyers won't commit to an unknown brand sight-unseen) and after-sales / parts friction (the only reason where buyers explicitly switched brand).
⚠ Read this before quoting any number
Only ~1.9% of the base responded. Respondents self-select toward the engaged and the opinionated. Treat every figure here as a qualitative signal of cause, not a market-sizing estimate. Do not present these as "% of all non-buyers." The value is in the texture of the reasons, which the CRM alone never captures.
PRIMARY DRIVERThe Affordability Wall
Three reasons account for 82% of all responses. Two of them — price and financing rejection — are the same underlying barrier: the customer wants the bike but cannot fund it.
Primary reason for not buying
Price + Financing = 60% of losses
67 of 112 respondents were blocked by money — not by product, brand, stock, or dealer. Everything else combined is a minority.
Where the money barrier bites hardest
Top-3 reasons split by the product segment the lead was pursuing.
| Reason | Premium | Scooter | Commuting |
|---|---|---|---|
| Price / budget | 23 | 10 | 8 |
| Financing rejected | 14 | 5 | 3 |
| Still deciding | 12 | 3 | 8 |
The Premium column dominates every money-related row. Half of this base was reaching for Apache/RTR-class bikes their budget or credit could not reach — an aspirational-vs-affordable mix tension, not a demand problem.
DEEP DIVEThe Financing Gap
Of the 24 leads rejected for financing, the free-text answers reveal a consistent profile: willing buyers who fail a rigid credit filter. These are not people without intent — several say the opposite, explicitly.
The pattern: the credit filter is rejecting exactly the segment that needs the bike most
Gig-economy riders (delivery/Uber), renters building credit, and disability pensioners repeatedly describe high intent and low approval odds. They are not asking for a discount — they are asking for a different financing structure.
So what → three financing plays
(1) A thin-file / gig-worker financing tier with alternative income proof. (2) A guarantor-based or low/no-down-payment option, surfaced before the credit pull. (3) A trade-in program — a meaningful share already owns a TVS and wants to upgrade.
SILENT LEAK #1The Test-Ride Gap
Low in raw count, high in leverage. Several respondents did not stall on price or credit — they stalled because they could not experience the product, and would not commit to an unfamiliar brand blind. This is a conversion barrier that sits upstream of the money question, and it is entirely fixable.
Why this matters more than its volume suggests
TVS is a challenger brand in Argentina. When a buyer says "I don't know the brand, let me try it like a car," and no path exists to do so, the lead dies before ever reaching a price or financing conversation. One respondent explicitly says the lack of trial is what stopped them from even asking about financing. Fixing this recovers leads at the top of the funnel, where they are cheapest to save.
So what → make trial a first-class step
Stand up a structured test-ride program (dealer demo units + a bookable slot in the lead journey), and make "offer a test ride" an explicit, tracked action in the Dani / dealer follow-up script. For a challenger brand, trial is the brand-trust builder — treat it as a conversion lever, not a courtesy.
SILENT LEAK #2Parts & After-Sales Risk
Honest framing: only 3 respondents raised this — it is not a top-volume driver. But it is the highest-severity signal in the dataset, because it is the only reason where a customer explicitly abandoned the brand, and it corrodes the word-of-mouth that a challenger brand depends on.
Low frequency, brand-level severity
After-sales and parts friction does not show up in the sales funnel — it shows up in churn, resale value, and reputation. A pre-sale lead citing parts availability as their reason to switch brands means the problem is already visible to prospects who haven't even bought yet.
So what → treat as a watch-item, not a fire drill
Quantify it properly with a dedicated after-sales/NPS pulse (this survey wasn't designed to size it). In parallel, audit parts availability & lead-time with the Argentine distributors, since perception is already leaking into the pre-sale funnel.
EXECUTIONOperational Leakage
Some losses are not about product or price at all — they are about how the lead was handled (or wasn't), and about noise in the base itself.
Three distinct leaks
| Leak | What the data shows | Fix owner |
|---|---|---|
| No follow-up | Leads who say nobody ever contacted them — and one who bought a used bike elsewhere while waiting, despite loving the brand. | Dani + dealer SLA |
| Out of coverage | 16 leads lost as "fuera de cobertura" — demand exists where the dealer network doesn't reach. | Network expansion / logistics |
| Base noise | Resellers & B2B intent ("era para revender", "tengo una agencia de autos") polluting a consumer funnel. | Lead qualification / routing |
CRM ENRICHMENTWho These Leads Are
Joined 1:1 to HubSpot. This is the profile of the base that answered — useful context for where and how the losses concentrate.
Product segment of interest
Half the base pursued Premium — the most expensive, hardest-to-finance tier. This is the root of the affordability tension.
Lead temperature at time of loss
70% Cold/Very Cold — mostly an aged March-2026 cohort. These were already cooling; the survey confirms why.
Geography of respondents (region known for 54 of 112)
Buenos Aires dominates the known-region respondents (~56%). Region is missing for nearly half — a lead-capture data-quality gap worth closing.
Source
90% form/website. Only 33 of 112 had a Dani text-agent interaction — headroom to insert trial & financing offers into that flow.
Distributor (owner)
Motozuni owns 82% of these leads — the operational fixes land primarily with them.
Top CRM loss reasons
| Fin de ciclo de vida | 69 |
| Fuera de cobertura | 16 |
| Perdido en seguimiento | 8 |
| Fuera de zona / asignación | 5 |
| Sin visita al concesionario | 3 |
CRM reasons are generic ("end of lifecycle"). The survey is what turns them into actionable cause.
VOICE OF THE CUSTOMERIn Their Own Words
Verbatims kept in original Spanish. Grouped by theme; lightly de-duplicated. Expand each block.
💰 Price & budget
🏦 Financing & credit
🏍️ Test-ride & brand familiarity
🔧 Parts & after-sales
🔄 Trade-in & existing TVS owners
📞 No contact / follow-up & base noise
💚 Positive signals (the brand pull is real)
DECISIONRecommendations
Prioritized by impact vs. effort. Tags: QUICK WIN MAJOR STRATEGIC
| Action | Rationale | Type | Owner |
|---|---|---|---|
| Structured test-ride program | Recovers challenger-brand leads upstream, before the money question. Bookable slot in the journey + tracked "offer test ride" step in Dani/dealer scripts. | QUICK WIN | Marketing + Dealers |
| Thin-file / gig-worker financing tier | The credit filter is rejecting the highest-intent segment. Alternative income proof + no/low down payment, surfaced pre-credit-pull. | MAJOR | Commercial + Finance partners |
| Trade-in program | Existing TVS owners want to upgrade and are being turned away for lack of a mechanism. Captures loyal, high-intent demand. | MAJOR | Commercial + Dealers |
| Follow-up SLA in Dani + dealer routing | 26% marked "not contacted"; leads lost while waiting. Enforce a first-response SLA and re-route stalled leads. | QUICK WIN | Digital / Dani |
| Premium-tier affordability offer | Half the base chased Premium they couldn't fund. Pair Premium campaigns with dedicated financing/entry offers, or steer demand to fundable models. | STRATEGIC | Growth / Marketing |
| After-sales & parts pulse + audit | Low-frequency but brand-level severity; already leaking pre-sale. Size it with a dedicated NPS pulse; audit parts lead-time with AR distributors. | STRATEGIC | After-sales / Distributors |
| Fix lead-capture data quality | Region missing for ~half of respondents; B2B/reseller noise in a consumer funnel. Tighten form fields & qualification routing. | QUICK WIN | Digital / CRM |
Next step
Run the two QUICK WIN operational fixes (test-ride step + follow-up SLA) in the current cohort as a controlled pilot, and open the financing-tier conversation with the AR finance partners. Re-run this survey after the pilot with a larger, better-structured sample to move from directional signal to measured impact.