The Motorcycle Industry Council is launching a far reaching ridership initiative to bring more people to the world of motorcycling. “It’s clear the industry needs to reach and inspire new customers,” states MIC board chair and senior assistant general counsel at Indian Motorcycle/Polaris Inc., Paul Vitrano. “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.”
It is important to note that this is a holistic approach to the health of the entire industry, not just lip service, adds Chuck Boderman, MIC vice chair, and VP, Motorcycle Division, American Honda Motor Co., Inc. “This is not designed to be a quick fix, nor is it just about sales,” he explains. “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.”
With the long-term view in mind, the first step is to define the challenge, then create a strategy to overcome them, according to Vitrano. “To help us fully understand the barriers to entry, and to create an inclusive strategic plan to conquer those barriers, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity.”
Following a four month-long search, MIC hired 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,” says Vitrano.
With the MIC’s in-depth library of primary industry research as a starting point, Centauric has begun conducting additional research backed by a series of ideation and solution labs involving a mix of industry stakeholders, that will ultimately lead to a strategic plan. “The plan will be presented at AIMExpo in September in Columbus, Ohio,” says MIC Events VP Larry Little. “This is more than just the launch of another program… it may be the most important initiative for the industry in the past 20 years.”
“This will take time, so we are committed to building a campaign that takes the long view,” Boderman confirms. “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.”