In the past year, further evidence of motorcycling’s slow
slide was said to observed in the sudden death of Victory Motorcycles, an
announcement that shocked us all. Polaris’ reasons were actually
understandable, as they chose to focus R&D and marketing on the legendary
Indian brand. EBR (Erik Buell Racing) shut down operations, again, which was
not as surprising. Even MV Augusta, the boutique Italian sportbike brand, has
found itself in and out of bankruptcy the past few years. And yet, Triumph has
posted record U.S. sales in 2016 and 2017, with the reimagining and
reengineering of their Bonneville line. As I’ve stated before, they seem to
have their finger on the pulse of the American rider, young and old.
Industry insiders and outsiders agree that more can be done
to grow motorcycle riding in America. Robert Pandya started the “Give a Shift”
Initiative, a forum to discuss the health and future of the Powersports
industry. AMA has been generating dialogue over effectively passing our sport
on to the next generations. And the big brands are showing signs of awakening,
realizing that slapping some fresh paint and accessories on old models won’t
bring in flocks of new riders. New and revived brands are positioning themselves
to grab market share, such as Royal Enfield, Hyosung, Ural, Husqvarna, even
Janus (built in Goshen, Indiana) among others, all building appealing machines
for the next generation.
I’ve given this some thought myself, and would like to offer
some suggestions from my observations- for the industry, and for us as
passionate riders.
To the Motorcycle Industry:
We are not in the 1980s anymore. Gone are the days of
assuming “If you build it, they will come” (apologies to “Field of Dreams”) or
“race on Sunday, sell on Monday.” I remember in my youth when everyone from
Harley to Honda advertized on TV, in magazines and newspapers, and even on
billboards. Just marketing in motorcycle publications won’t cut it- you’re
“preaching to the choir” so to speak. Go grab the attention of potential
riders, like you used to in decades past.
Build bikes that are approachable, appealing, and affordable
to new or returning riders. There’s a reason Indian sells so many Scouts and
Scout 60s. They aren’t huge, heavy and intimidating, they aren’t the price of a
small car, and they evoke a nostalgia younger generations want to connect with.
They are but one example. Harley’s Iron 88 is a big seller, the entire Triumph
Bonneville line moves well as do Ducati’s Scrambler models and BMW’s RnineT offerings,
not to mention the Japanese “Big Four” with cool, retro-styled bikes, all under
1000cc and many under $10,000. Build more of those, market them, and future
generations will walk through your doors.
To the Riders of America:
There are many reasons we ride. We talk about these among
ourselves, in our riding groups, and across the moto-media we interact with. But when was
the last time we invited someone to visit a local shop or dealership with us?
Or attend a bike night or rally event with us? Or volunteered to attend a motorcycle
safety course together? A new Lightspeed Data study cited in Powersports
Business revealed that in 2017, Millennials comprised 36% of all bike sales,
new and used, at an average of $8500 per bike, with Generation X riders not far
behind. That is promising, but we must “keep the throttle pinned” by discussing
and demonstrating our wonderful world of motorcycling at every opportunity.
Millennials will ride, Gen Xers are returning to the fold, and the emerging Gen
Z (18-under) can catch the fever as well. Let’s be contagious.May the future of motorcycling in America be bright.
