The Market Dilemma: More Motorcycles, Fewer Buyers

KhodroCar - Numerous reasons have been offered up, including a generation of riders aging out of the sport, disinterested millennials, unaffordable prices, limited choices for new riders, licensing requirements, closures of off-road riding areas, insurance and registration costs.

Whatever the case, the situation has reached so dire a point that a committee of industry players convened to discuss matters and come up with some solutions. The occasion was the recent International Motorcycle Show (IMS) in Long Beach, California, a convenient opportunity for bike manufacturers, aftermarket folks, and rider and industry associations to do some brainstorming. 

While the subject has been simmering throughout the industry all year, thus far the consensus has centered on attracting new riders in a shrinking market. The IMS program included a new display called Shift that was designed to engage the younger generation of riders.

While members of the traditional industry largely agreed on the need to attract new riders – including women and minorities– and offer more low-cost, entry-level machines, the growing electric power proponents hope to attract them with "emissions free” machines. Alta Motors, for example now has 41 dealers in 18 states.