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Motorcycles – The State of the Union

If you read the industry press pundits, all seems dire straits for the future of motorcycling. In the United States new model sales growth is down. Industry executives seem to be scratching their heads in wonderment as to why the lack of growth. 

Many want to place the blame on the younger generation’s lack of desire to own anything.

At Tread · ology I believe there is a simple solution to increasing motorcycle ridership. Allow me to explain…

Marketing – Go Where They Ain’t

You will always find a motorcycle brand presence at a dealership, race event or industry publication. However, you will be hard pressed to find planned motorcycle brand impressions outside any of these three environs.

The growth of motorcycle ridership lies outside of this standardized manufacturer’s marketing and promotional bubble. The time is now, show up or show off your motorcycles in unique and fresh consumer spaces.

Experiential – Let Them Ride

The Gen X, Millennial and Gen Z populous are the “Experiential Generations”. WWith the appropriate experience, exposure, inspiration or stimuli potential young riders will buy. This is after all, a consumer group that is spending almost $1,000.00 (US) on a phone.

Equally, older consumers are yearning for adventures. They possess a strong desire to break out of the norm.

To meet the needs of all these new motorcycle riders, young and old alike, manufacturers and dealers need to create new, innovative activation e.g. platforms outside of the racetrack and dealership.

A significant opportunity lies in the development of manufacturer and dealer instruction and safety rider educational programs. A well informed, safe rider is critical to the future growth of motorcycling.

This riding / training experience will be at the core of motorcycle adaptation and growth.

Connectedness – You Meet The Nicest People

In the 70’s Honda launched a successful marketing campaign entitled, “You meet the nicest people on as Honda”. Motorcycle owners understand firsthand that this axiom is alive and well today. There is a connectedness that occurs when you stop during a motorcycle ride. There is a connectedness to the environment, scenery and people around you. Honda got it right, you do meet and connect with the nicest people when motorcycling.