MILWAUKEE, WI – What better way to launch an outreach campaign for motorcycling than to get an entire town to ride?
That’s what Harley-Davidson believes. The Motor Co. this weekend will ride into a small town in North Dakota and make every resident a motorcycle rider, as long as they can qualify. If it’s successful, Ryder (population 84) will become the first fully motorcycle-licensed town.
“Qualifying residents across generations, from grandparents to grandchildren, will receive the opportunity to learn the basics of motorcycle riding and experience firsthand how easy – and fun – it can be to learn to ride,” the company announced.
“In Ryder – and across the country – Harley-Davidson is passionate about creating opportunities for new riders to experience and enjoy the sport of motorcycling,” said Anoop Prakash, Harley’s director of marketing and marketing development for the United States. “By teaching the entire town of Ryder, we believe we’ll show others how easy – and fun – it can be to make the switch from four wheels to two.”
To commemorate the experience, Ryder city officials will temporarily change the town’s name to Riders. “The town of Ryder welcomes the roar of Harley-Davidson motorcycles down Main Street,” said Mayor Jody Reinisch. “We’re excited to see several generations of Ryder residents on motorcycles learning together, trying new life experiences and enjoying the beauty of our town and surrounding area like never before.”
Harley-Davidson sweetened the deal by helping to refurbish the town’s water tower – complete with Harley-Davidson logo.