America: brands attack declining sales

America’s Motorcycle Industry Council (MIC) is creating a long-term strategy to attract more people into motorcycling, marrying existing measures being taken by individual businesses to grow ridership with a new multi-layered consulting approach.

“It’s clear the industry needs to reach and inspire new customers. While many of us, with our individual businesses, have taken steps to grow ridership, we also should be working together, and the MIC wants to help make that happen,” said Paul Vitrano, MIC board chair and senior assistant general counsel at Indian Motorcycle and Polaris Inc.

“To help us fully understand the barriers to entry, and to create an inclusive strategic plan to conquer those barriers that will be available to all stakeholders, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity.”

MIC will announce full details of the strategic plan, which other mature motorcycle markets will undoubtedly take an active interest in, in September 2019, but has already announced the appointment of a consulting firm which has already begun conducting primary and secondary research with industry stakeholders.

“This is not designed to be a quick fix, nor is it just about sales,” said Chuck Boderman, MIC vice chair, and vice president, motorcycle division, American Honda Motor Co., Inc.

“It’s about showing people how motorcycles can fit into and enrich their lives, no matter where they live, what they do, what their hobbies are, or how old or young they are.

“This will take time, so we are committed to building a campaign that takes the long view. We strongly encourage the entire industry… to learn more about the program, and how united as one, we can attract new riders to motorcycling.”