“We believe that the open road should be open to all,” explained Josée Perreault, SVP of Can-Am On-Road at BRP in a media roundtable this morning. “Those aren’t just words. It doesn’t matter if you’re an experienced rider or a rookie, what your ethnic background is, or if you’re a man or a woman. Everyone should be able to experience the incredible fun and freedom of riding. Our vehicles and our approach are centered in that, which is why we continue to outpace other well-known, iconic brands.”
The Canadian OEM puts its products where its mouth is. Where many have struggled to crack the customer code Can-Am’s On-Road brand has been accomplishing something traditional motorcycle manufacturers have been attempting to do for years: attracting new, younger and more diverse riders into the industry. The success has made Can-Am the #1 brand in the three-wheel market. And Perreault believes with an updated vehicle lineup for 2021 that remains fun and easy to ride, Can-Am will continue to democratize the open road.
Proof is in the numbers:
-32% of Can-Am On-Road vehicle owners are female, compared to less than 20% of current riders in the motorcycle industry as of 2020
-Can-Am collaborates with more than 150 riding schools throughout the U.S. and Canada as part of its Can-Am Rider Education Program (REP); 80% of the 28,000+ participants who’ve completed the REP since 2016 did not have previously have a license to ride
- Close to 50% of Can-Am Ryker vehicle owners come from diverse communities
The Can-Am On-Road approach is twofold: 1) build innovative vehicles that cater to different types of riders and lifestyles, and 2) create programs that ease barriers-to-entry into the sport.
Can-Am Ryker Customer Quick Hits
-54% are new to the sport
-36% are female
-72% are under the age of 55
- 48% come from diverse communities
Can-Am has a couple of programs designed specifically to ease barriers to entry for new riders, including the Can-Am Women’s Mentorship Program (WMP) and the Can-Am REP (Rider Education Program. “The Can-Am WMP is a welcoming environment built for women, by women,” Perreault explained. “The focus is connecting experienced riders and rookies in a safe, non-intimidating environment. It’s taking over as the first touchpoint for women looking to start riding because there is no judgement or fear of asking questions. There are currently more than 6,000 confident women actively engaged, all under a common premise – the love of riding.”
For more on Can-Am’s mission to increase female ridership, click here:
https://can-am.brp.com/on-road/us/en/discover-can-am/women-mentorship-program.html