MIC Begins to Form Long-Term Plan to Attract New Riders

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The motorcycle industry in the United States needs to attract new riders. This is a well-established fact, and we have already begun to see manufacturers catching on to this idea – most notably, Harley-Davidson with its “More Roads” business plan.

Now, the Motorcycle Industry Council (MIC) is rallying the troops to the cause, announcing a new long-term initiative to bring in new riders.

Details on the MIC’s plan are, well, non-existent at this point in time, but the trade group has hired the consulting firm Centauric LLC to develop and lead the first phase of the MIC initiative.

As part of its usual duties, the MIC has already gathered research relevant to the topic of attracting new riders, which Centauric will use as starting point for its own research gathering and strategy generation.

The consulting group will then develop a plan for the US motorcycle industry, and this plan to bring new riders into the industry will be announced at this year’s AIMExpo in September.

“This is not designed to be a quick fix, nor is it just about sales,” said Chuck Boderman, MIC Vice Chair, and Vice President of the Motorcycle Division at American Honda.

“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.” 

Source: MIC