It’s no secret that the motorcycle industry has seen better days. Many of the country’s legacy brands have struggled to attract new riders, and veteran bikers are aging out of the sport.
As manufacturers work to tackle these challenges, research and surveys can be used to create better outreach efforts and marketing campaigns. The annual Motorcycle Industry Council Owner Survey released earlier this month offered valuable insights into the demographics of today’s riders.
Key findings from the 2018 MIC Owner Survey include:
More women are hitting the road:
While men still make up the majority of motorcycle owners, the number of female riders is on the rise. According to the survey, 19% of motorcycle owners in 2018 were women. This percentage has nearly doubled in less than a decade.
Motorcyclists are getting older:
The median age of motorcyclists has steadily climbed from 45 in 2012 to 50 in 2018, and 24% of riders are retired. The industry has been working to attract a new generation of riders by increasing outreach to millennials and offering quality entry-level motorcycles at more affordable prices.
Millennials are an “emerging” group of riders:
While the population of motorcyclists as a whole is aging, this new group of riders offers a look into the future of the industry. More than half of millennial riders – those between their mid-twenties and late thirties – have taken a training course. Many commute on their motorcycles, and almost 70% are interested in electric motorcycles.
“Some of the stats are encouraging, like the increasing number of women owners, while other data, such as the rising median age, show where we have more work to do,” said MIC President and CEO Tim Buche.
About Motorcycle Industry Council
The Motorcycle Industry Council is a not-for-profit 501(c)(6) national trade association headquartered in Irvine, California, with a government relations office in Washington, D.C.
Since 1914, MIC has been working 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.
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.
Visit mic.org to learn more about Motorcycle Industry Council.