Interesting news from the MIC as they recently announced an initiative to draw new riders to motorcycling. Over the last several years, the entire industry has been on a mission to try and increase the number of motorcyclist across the country. As the current demographic ages out, the new younger generations are more likely to pick up electronics than swing a leg over a motorcycle.
The reason for this disconnect has been widely debated from the lack of riding areas to the new generation’s lack of adventure and even the barrier to entry being too high for the new rider. This initiative aims to determine the root cause and propose a strategic plan to overcome the objections.
I’m looking forward to the results.
Learn more by reading the MIC press release below.
IRVINE, Calif., July 31, 2019 – The Motorcycle Industry Council is launching a broad, long-term initiative to bring more people into the world of motorcycling, the MIC board of directors announced today.
“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.”
Following a months-long competitive search, the MIC hired consulting firm Centauric LLC to lead the first phase of this initiative. “Centauric has committed an impressive multi-disciplinary team of behavioral scientists, engineers, and business consultants, and takes a unique approach to problem-solving. We are excited to be working with them on this critical initiative,” Vitrano said.
With the MIC’s in-depth library of primary industry research as a starting point, Centauric has begun conducting secondary and additional primary research that, after a series of ideation and solution labs involving a mix of industry stakeholders, will lead to a strategic plan. The plan will be presented at the MIC’s American International Motorcycle Expo Presented by Nationwide in September in Columbus, Ohio.
“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 attend AIMExpo to learn more about the program, and how united as one, we can attract new riders to motorcycling.”
To register to attend AIMExpo presented by Nationwide, September 26-29, click here.
The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, development of data communications standards, and activities surrounding technical and regulatory issues. As a not-for-profit national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.
The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at mic.org.
In the article, I wrote about the availability each dealership has to find and use this emerging media source. Back then “around 40% of respondents said they’d purchased an item online after seeing it used by an influencer on Instagram, Twitter, Facebook or YouTube”. While that is a pretty compelling statistic, a new post on Convince and Convert gives even more data that makes Influencer Marketing an even more critical part of your advertising budget.
The survey, from the global PR firm, Edelman goes on to give some interesting numbers.
Here are a couple of highlights.
63% of people surveyed trust what influencers say about brands much more than what brands say about themselves in their advertising.
Relatability is nearly 2x more important as popularity as a quality that attracts people to influencers.
58% of people surveyed bought a product because of an influencer in the previous six months.
73% of the people surveyed claim that the brand has a good reputation among people I know as a deciding factor on making a purchase.
40% of people surveyed trusted a brand because of an influencer in the previous six months.
33% of people surveyed talked about a brand because of an influencer in the previous six months.
Below is a press release we wrote and distributed for our friends at MotoHose. It is a service we can offer to any client looking to get their use out in front of the powersports users. Reach out using our contact page to schedule a call.
York, SC, June 27, 2019 – Moto Hose, the industry leader in silicone radiator hoses is pleased to announce the addition of a new high-performance application for the 2019 Honda CRF450 to their already extensive line of hose kits for modern powersports machines.
The Honda CRF Works Y Kit provides proven results. Just ask National Motocross Privateer Fredrik Noren. Noren’s Moto Hose equipped Honda CRF450 finished 9-8 for 9th overall under the most brutal conditions of the 2019 season at the Florida National last weekend. Even the deep sand, high humidity, and temperatures in the upper 90s couldn’t overheat Noren’s machine.
The innovative Y design overcomes a flaw in the OEM Honda design that causes overheating issues. The improved design is coupled with the low drag silicone construction to increase performance. The silicone construction of all Moto Hose kits offers improved performance and reliability from the standard OEM rubber construction. Moto Hose’s withstand a higher internal and external temperature than the OEM hoses allowing you peace of mind that your machine will make it to the end of the ride.
Get your Moto Hoses from any WPS dealer in the United States or from Moto Hose directly at motohose.com
Founded in 2001, Advanced Performance Accessories flagship product, Moto Hose, is globally recognized as a high quality colored silicone radiator hose that increases cooling efficiency. Moto Hoses are available nationwide through a vast dealer network.
With support from key sponsors, the motorcycle industry’s leading tour to bring the thrill of two wheels to eight cities in its 39th season
SANTA MONICA, Calif., June 26, 2019 (GLOBE NEWSWIRE) — The Progressive® International Motorcycle Shows®(IMS), the industry leader for connecting powersports’ top brands with enthusiasts and buyers, today announced its continued support from key sponsors Progressive, Cycle Gear, and J&P Cycles, as well as its 2019/2020 tour dates and locations, including a new stop in Denver to expand the reach of its overall market. The eight-city tour will provide motorcycle enthusiasts and consumers an opportunity to interact with the latest models coming to market and brand-new accessories, merchandise, and more in the industry today. Actively supporting IMS’ dedication to the growth of the industry and sport, Progressive, the leading motorcycle insurance company and IMS title sponsor since 2010, will continue to work alongside IMS through 2025. Tickets for the 2019/2020 IMS tour will go on sale September 5.
Committed to getting new riders on two wheels, IMS debuted Discover the Ride, a forward-thinking initiative designed to introduce riding motorcycles to consumers of all ages in a safe and controlled environment, on the 2018/2019 tour. Survey feedback provided by participants of the initiative found that 81 percent of currently non-motorcycle-licensed consumers who experienced the program’s New Rider Course plan to get their motorcycle license, indicating a high level of interest of new riders to the industry.
“IMS’ engaging approach to increasing new ridership is exciting and we are thrilled to continue our title sponsorship of this industry leading event for another five years,” said Eric Doubler, Recreational Vehicle Business Leader, Progressive. “The show provides a fantastic platform for our brand to connect with both new and seasoned riders, and each year we look forward to presenting motorcycle enthusiasts with a can’t be missed experience, deeply-rooted in motorcycle culture.”
Returning to the 2019/2020 tour is the Ultimate Builder Custom Bike Show (UBCBS), sponsored by J&P Cycles since 2012, UBCBS is the world’s largest and most robust motorcycle builder competition. Also returning this year is the Marketplace presented by Cycle Gear, an interactive retail space allowing consumers to touch, test, and buy the latest gear, parts, and accessories from key aftermarket brands with specialists on hand to educate, introduce products, and answer questions to any gear needs. The Marketplace has been sponsored by Cycle Gear since 2015.
“Cycle Gear couldn’t be happier to be back as a presenting sponsor of the Progressive International Motorcycle Show’s Marketplace for the fifth year in a row,” said Dan Nelson, President and COO, Cycle Gear. “Cycle Gear prides itself on being a part of the motorcycle community everywhere from our own local store events to a premier destination like the Progressive International Motorcycle Show. We’re excited to continue our presence and meet riders across the nation to show off all of the ways Cycle Gear is working to make the ride that much better, from tire and Bluetooth installation services to our new online product reservation experience. We’re always eager to show people the Cycle Gear Difference and this is a fantastic event to do just that.”
The 2019/2020 Progressive IMS tour dates and cities are as follows:
Long Beach, CA: November 22-24, 2019, Long Beach Convention Center
New York, NY: December 6-8, 2019, Jacob K. Javits Convention Center
Dallas, TX: January 3-5, 2020, Kay Bailey Hutchison Convention Center
Washington D.C.: January 10-12, 2020, Walter E. Washington Convention Center
Denver, CO: January 17-19, 2020, Colorado Convention Center
Cleveland, OH: January 24-26, 2020, International Exposition (I-X) Center
Minneapolis, MN: January 31 – February 2, 2020, Minneapolis Convention Center
Chicago, IL: February 7-9, 2020, Donald E. Stephens Convention Center
“By working with Progressive, Cycle Gear, and J&P Cycles over the years, we’ve been able to continue our legacy as the nation’s leading motorcycle tour, providing a source of growth for the industry and sport,” said Tracy Harris, Senior Vice President, IMS. “With the unwavering support of these key sponsors, and the motorcycling community, we have been able to curate memorable experiences for seasoned riders while simultaneously inviting new riders into the community. We look forward to the upcoming 2019/2020 and bringing the love of motorcycling to an even larger market.”
To learn more about the Progressive® International Motorcycle Shows® Tour, please visit: motorcycleshows.com.
About Progressive® International Motorcycle Shows® The Progressive® International Motorcycle Shows® offer enthusiasts an all-access pass to the world of motorcycling. Launched in 1982, the tour showcases hundreds of the latest street bikes, dirt bikes, cruisers, scooters, and ATVs for new and experienced riders, and gives enthusiasts the opportunity to check out the latest gear and aftermarket accessories, as well as hours of entertainment. The shows also provide the opportunity for attendees to hop on two wheels via its Discover the Ride initiative designed to introduce riding motorcycles to consumers of all ages in a safe and controlled environment. The Progressive® International Motorcycle Shows® is organized by Informa Markets, which recently acquired UBM to become a leading B2B information services group and the largest B2B events and exhibitions organizer in the world. To learn more and for the latest news and information, visit www.informa.com and www.motorcycleshows.com.
AIMExpo presented by Nationwide – the only trade and consumer show for the North American Powersports Industry – is excited to announce that Carey Hart and Big B will be bringing the legendary Good Ride Rally to Columbus, OH on Saturday, September 28 in conjunction with the 2019 AIMExpo at the Greater Columbus Convention Center, which will be the final stop of the rally.
Good Ride is a 501c non-profit organization and its proceeds benefit Infinite Hero, a charity that raises money to support veterans. Good Ride currently runs two incredibly successful rallies to Arizona and Sturgis, and this announcement of a new Good Ride Rally to Columbus marks the first time in the history of the rally that it will be located east of Sturgis.
“This is a big year for us as we bring the rally to a completely new market,” said Carey Hart. “We’re excited about the opportunity to work with AIMExpo, meet new riders, help our veterans and create a very special ride in Columbus.”
For the new rally, Good Ride will be working with AIMExpo, Experience Columbus and Iron Pony Motorsports. And while the final details are still being confirmed, the pre-registered rally participants and veterans will embark on a day of riding, with stops at the remarkable new National Veterans Memorial & Museum and AIMExpo presented by Nationwide.
Good Ride will release more information in the coming weeks, including ticket sale announcements, route details and more.
For its part, AIMExpo will be supporting Good Ride by making a long-term commitment to the rally and the causes it supports. As such, it will be donating to the organization and will provide support for the rally plus free entry to AIMExpo presented by Nationwide for all rally participants, who will have access to a welcome lounge upon arrival at the show.
“We’re thrilled to be working with Carey and everybody involved in Good Ride. It’s a great example of Together We Rise– the theme for this year’s AIMExpo presented by Nationwide. When we all work together, the motorcycle industry can achieve great things, and helping our veterans is something we support wholeheartedly,” said Cinnamon Kernes, Vice President & General Manager, MIC Events.
ABOUT THE AMERICAN INTERNATIONAL MOTORCYCLE EXPO AIMExpo, part of the Motorcycle Industry Council, is North America’s largest Motorcycle and Powersports Tradeshow and Lifestyle event with international reach. As a progressive and comprehensive B2B and B2C platform it connects businesses to accelerate opportunity among exhibiting brands, distributors, dealers, media, enthusiasts and the riders of tomorrow. This annual gathering attracts the influential leaders of the industry that are driven and focused on progressing the business of powersports. For more information visit AIMExpoUSA.com
ABOUT GOOD RIDE Good Ride is a motorcycle charity ride that focuses on what motorcycles are all about – getting out on the open road with your friends and checking out new destinations – all for good causes. Good Ride is a 501(c)(3) charity that was started by freestyle motocross rider, turned street bike builder and hooligan racer, Carey Hart. It focuses on key charities close to Carey’s heart. The intention of Good Ride is to give back while doing what he loves to do – ride motorcycles!
Good Ride is proud to continue its work with Infinite Hero, a military charity that gives back 100%. Proceeds from Good Ride rallies will go directly to helping veterans in need. The Good Ride is for anyone who loves to ride motorcycles and raise money for a good cause. For more information visit goodriderally.com
This week, the AIMExpo announced their expanded International and Latin America reach. This is excellent news for the AIMExpo as a sign that the industry is recognizing the need for the show.
Below is a press release from the show announcing the partnership with Feria de las 2 Ruedas.
AIMExpo presented by Nationwide has formed a partnership with Feria de las 2 Ruedas, one of South America’s largest motorcycle trade show fairs, to promote Latin American attendance at AIMExpo’s conference September 26-29 in Columbus, Ohio.
“This partnership will further strengthen our relationship with international businesses and consumers and we plan to leverage the partnership to market directly to Latin American dealers,” said Cinnamon Kernes, AIMExpo vice president and general manager. “The AIMExpo team has already seen increased dealer registrations from both Central and South American countries and we look forward to working with Feria de las 2 Ruedas to increase our international reach.”
With Feria de las 2 Ruedas’s tagline of “For Everyone,” Kernes added, the show shares a similar voice with AIMExpo’s “Together We Rise.”