Culture Code of Motorcycling: Breaking Barriers to More Riders
Jared Burt
Herohub Founder & CEO | TUFR Tech | xDealer | xOEM | Motorcycling Ambassador
During the Q4 2019 earnings report Tuesday, Harley Davidson reported they earned 55,000 net new riders during 2019. Harley-Davidson’s More Roads objective of 4 million riders by 2027 means they need to accelerate that pace to almost 130,000 net new Harley riders per year. With 10 million motorcycling households in the U.S. today, they understand how critical it is to convert non-riders that are curious about two-wheel riding. They must become more effective at removing barriers for potential riders among the ranks of American youth and young adults.
The Motorcycle Industry Council (MIC) is taking a more holistic approach to increasing ridership. At the recent Motorcycle Industry Council Symposium in Long Beach, California, the Culture Code of Motorcycling was presented to industry stakeholders to increase ridership. Erik Pritchard is leading an industry-wide effort coined as “More Riders Riding More” that starts with building the portal to motorcycling. Mapping out and improving the journey to ridership will enable those curious and inspired by motorcycling to become a rider with less friction and fewer obstacles.
Although specific objectives have not been published, I believe the MIC and industry stakeholders have the potential to increase overall ridership by double or triple within the next decade. Imagine if Harley Davidson along with every party connected to the motorcycle industry rallied together in the cause of More Riders Riding More and then realized 20 million motorcycling U.S. households by 2027 and 30 million by 2030. Assuming Harley Davidson retained their current marketshare, they would blow away their 4 million riders objective.
As motorcyclists, it’s hard to understand why everyone wouldn’t ride motorcycles. The MIC and Harley Davidson have well defined personal sovereignty and individual freedom as the motivators. But, what are the barriers on that journey to ridership? Curiosity and inspiration are often extinguished when misconceptions and a fragmented system get in the way.
BARRIERS TO RIDERSHIP
Understanding the barriers to becoming a rider are an important step in identifying how to design experiences along the journey to ridership that build bridges beyond barriers. As a dealer and OEM in the powersports industry for over 20 years, we were pretty good at supporting the needs of riders and helping existing riders buy new rides. However, we were not so good at providing the extra care and handling required to nurture an inspired or curious future rider. My sales staff knew their closing ratios were higher with riders making repeat purchases than with potential riders with more objections and concerns, taking the easier sale.
The past year, I taught marketing and business classes as an adjunct professor at our local university. Many students would ask about my motorcycle after recognizing my gear or watching me pull in on my bike. At least half of my students were highly interested in motorcycling, but very few of them have ever rode a motorcycle. They were curious. Most considered it unusual for a professor to also be a motorcyclist. Some of the questions they asked me included;
“Don’t you worry about crashing your motorcycle?”
“Are you in a teacher gang?”
“What do you have to do to get a motorcycle license?”
“Could you teach me how to ride a motorcycle?”
The repeated questions from my Gen Z students helped me identify four primary barriers to ridership: Safety, Stigma, Statutes and Support. As motorcycle industry marketers, educators and industry professionals consider these barriers that new riders face, solutions will be identified that increase ridership. These solutions will pave the way for potential riders to enthusiastically seek out the individual freedom and personal sovereignty that motorcycling promises. By 2026, Generation Z is expected to be the largest consumer population. During this decade, Millennials and Gen Z motorcycling adoption rates will determine whether the motorcycle industry will thrive or continue to slide. How do we remove these barriers?
SAFETY
One of the most comprehensive texts on the art of motorcycle riding is David Hough’s book Proficient Motorcycling: The Ultimate Guide to Riding Well. This inspired and educated me to become a better rider when I obtained a copy many years ago. In that book he states, “In general, motorcyclists and motorcycle dealerships don’t understand how to manage the risks of riding, so it’s more comfortable to avoid the topic.” Overcoming the barrier of safety concerns starts making it easy for potential riders to receive rider education for proficient motorcycling. The term “safety” implies that motorcycling is unsafe. Therefore, overcoming the perception that motorcycles are unsafe requires marketers to pivot from messages about motorcycle safety to inspiring potential riders with the opportunity and pathway to becoming a proficient rider.
The STAR Motorcycle Safety Program is still promoting Motorcycle “Safety Courses”. The Motorcycle Safety Foundation (MSF), which has been adopted by most states, offers “Rider Courses”. Idaho is one of the few states with the STAR program. The program is great, but a subtle change to STAR Rider Courses would relieve some anxiety.
In 2015, the MIC launched the “Gear Up Every Ride” campaign. Eric Anderson helped start the movement along with other talented folks. As a result, industry professionals and dealers have free access to a four-part online training course to educate on the basics of introducing motorcyclists to the proper riding gear. This is a good start as long as the information is being absorbed and practiced in showroom floors. Overcoming the barrier of potential rider perceptions that motorcycling is dangerous will require a consumer-facing effort that includes both education and experiences. We applaud Harley’s two-hour introduction courses at dealerships and STACYC’s events for children to ride electric stability bikes. However, additional efforts are needed. If all motorcycle dealerships provided similar experiences in a way that it was easy for potential riders to sign up for in the portal to motorcycling and every major online channel known for motorcycles, imagine the impact.
STIGMA
The perception among non-motorcyclists that bikers are hooligans and gangsters has improved much in my lifetime. In the early 1960’s Honda’s campaign, “You Meet the Nicest People on a Honda” helped improve the motorcyclist image. However, the motorcycle industry does not take enough credit for the low carbon footprint, neurological benefits and countless other advantages and benefits of riding a motorcycle. Overcoming negative perceptions about who a motorcyclist is requires us to take credit for all the good that motorcycling creates in all its forms. Harley Davidson’s promise of “individual freedom” and the MIC’s culture code of “personal sovereignty” are a strong foundation to build on.
Industry efforts to invite minorities, women and youth to ride will be manifest in more diverse advertising content and experiences on motorcycles. EBikes at the right price points will have tremendous power to attract new rider demographics. Similar to the way Honda did it in the early 1960's, there is a big opportunity for brands to position themselves as something other than bad-ass or big-bore power. If existing brands do not pivot their messaging, new entrants that differentiate could have a disruptive influence to incumbent brands as they appeal to a more diverse community of future riders.
STATUTES
Taking the initiative and time to obtain a motorcycle license shouldn’t be a significant barrier for potential riders, but it unfortunately is. The Motorcycle Safety Foundation (MSF) is the foremost rider training course provider with trainers certifying thousands across the country. The MSF website makes it pretty easy to enroll. Today the system for training would-be motorcyclists is satisfactory. Satisfactory won’t be enough to build a thriving motorcycle industry.
To more effectively overcome this barrier, we need to make it easier for 15 and 16 year olds to obtain training required to print the “M” on their drivers license. High School driver education courses should provide the option for expanded curriculum to obtain motorcycle rider education. Right after completing her driving education course, my daughter enrolled in the Idaho STAR Motorcycle course to obtain her motorcycle endorsement at age 15. This was confidence inspiring for her and she became a more proficient automobile driver because of the additional training on a motorcycle.
More and more youth will be riding eBikes that go over 25 miles per hour. Scooters would be more popular for teens and young adults. Rider training programs focused on eBikes and Scooters that require the same education and skills as motorcycling will result in a host of educated riders that will eventually transition to motorcycles.
SUPPORT
My love for motorcycles began in fields near my childhood home in Idaho where we built jumps for our BMX bikes. My best friend’s Dad brought home a couple little Hondas one day and the feeling of a twisted throttle in the dirt is something that has excited me ever since. My Grandad bought a new Goldwing when I was 11. My first ride with him is an unforgettable memory and now that he’s gone, motorcycling connects me to him. Support from friends and family made it easy for me to become a rider. Since then, I’ve mentored friends and family members that rode one of my motorcycles for their first experience.
So many don’t have access to the support system I had as a youth. Curious and inspired potential riders that make their way to the dealership or a motorcycle show hesitate to take the plunge. In these venues, most of the engagements are sales representative to potential rider. Just like I did, potential riders need connections with other riders that have common interests and goals.
Rapha is a cycling brand that is known for their Clubhouses in major cities across North American, Europe and Asia Pacific. Their website states, “Rapha Clubhouses are inspiring meeting places for road cyclists and fans of the sport. Inside you’ll find a retail space stocked with the latest Rapha products, a café serving fine coffee and food, as well as an extensive programme of live racing, rides and events. Also home to the local chapter of the Rapha Cycling Club, our Clubhouses can be found in vibrant cycling cities around the world.” These clubhouses are a safe environment where potential riders (fans of cycling) visit and immerse themselves in the cycling culture while making connections with future mentors, friends and riding buddies.
Today, there are some motorcycle dealerships that create inspiring meeting places inside their stores where rides begin and friendships are formed. The Ace Café in Orlando and London are great examples of such environments. The challenge is for the industry to connect potential riders and riders in ways where strong connections are formed through experiences that are easily identified and accessible in locations around the globe. Vibrant virtual communities based on these physical environments would create a robust hybrid ecosystem of committed and inspired riders.
WRAP UP
Unique barriers that derail the rider’s journey must also be understood so that objections may be intentionally overcome. Major barriers are identified by the barriers to becoming a rider namely; Safety, Statutes, Stigma and Support. These barriers are manifest as concerns and fears of potential riders. They are cons perceived to outweigh the pros of riding. They may also be objections or negative emotions expressed by friends or family members. Often, these barriers are simply daunting tasks that make becoming a rider not worth the hassle. An understanding of the show stoppers will help the motorcycle industry develop productive empathy and collaboration to create a hero’s journey to motorcycling as part of a new motorcycling ecosystem.
Jürgen Moltmann declared “The truth of human freedom lies in the love that breaks down barriers.” For the sake of human freedom, MIC’s More Riders Riding More is an effort worth pursuing together.
Senior Vice President and General Manager at Synchrony
4 年Thanks for writing this Jared.? Great message.