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New Bikes and Riders
In recent years the motorcycle industry has been inundated with headlines proclaiming
new motorcycle sales are down. A spectrum of reasons was cited for this. Some accused
millennials of “fearing freedom” and even the “killing” of an American motorcycle company.
If you believed the headlines, it seemed many had lost interest in riding and weren’t buying
bikes... or were they?
According to the Federal Highway Administration, motorcycle registrations rose steadily
from 6.7 million in 2006, to 8.6 million in 2016. Yet, at the same time, the Motorcycle
Industry Council claimed new motorcycle sales dropped from over one million units from
2006 to less than half of that by 2016. So, what happened that drove new bike sales down
while overall registrations went up?
Over the last 20 years, new motorcycles in America have gotten bigger, faster, taller
and more expensive. This is especially true within the adventure and dual-sport market.
Bikes either remained painfully outdated or got so large and powerful that advanced
management systems, like ABS and traction control, had to be implemented to make them
safer for the average rider. This drove prices up and alienated many riders who were new,
or short on inseam or cash. Moreover, why buy a new bike when you could spend half as
much for a nearly identical used unit?
Consumers ultimately put their money into older bikes that were not only mechanically
and visually elegant, but more affordable as well as practical. Remember when a usable
pillion seat and center stand were standard equipment? Now, as a 43-year old with two
small boys, I enjoy putting around with my sons and wouldn’t trade a good back seat for
anything. Many of us also fell in love while riding around with our significant others.
I believe average riders were, and still are, mostly practical people. They want something
that’s fun, friendly and affordable. These fundamental qualities appeal to both new and
experienced riders alike. This does not mean flagship models should disappear, but
entry level models which provide a starting point for new or returning riders need to be
developed and supported in order to keep the industry healthy and growing. Historically,
every major motorcycling boom in the past was preceded by waves of inexpensive and
practical motorcycles being readily available.
So how do we collectively encourage new motorcyclists at the end of the day? The
answer seems simple: it’s a shared responsibility between both industry and community.
The industry needs to provide suitable bikes and gear that new riders both want and can
afford. From the community standpoint, we need to share our enthusiasm with those
around us and support organizations that genuinely care for riders as a whole.
Whether it’s talking with your children, grandchildren, a buddy or a stranger at a gas
station, we are the best ambassadors of motorcycling. Every positive interaction with
someone promotes motorcycling. From industry to individual, the small things we do
collectively make a big difference. Leave a copy of ADVMoto sitting around, or pass it along,
because you never know who will pick it up and be riding with you one day!
Ride Safe, Have Fun,
AdventureMotorcycle.com 5