Who We Are And How We Shop

“You’d have to ride with your eyes closed not to notice the number of women motorcyclists on the road these days.” This is how I started my first column for American Iron Magazine, back in January 2006, entitled What’s All This Talk About The Women’s Market? It’s now January 2009, and as I pen my column for this May issue, the assumptions I made three years ago about the increase in women riders have proven to be correct. According to the latest motorcycle owner survey conducted by the Motorcycle Industry Council (MIC) since 2003, 29 percent more women own and ride motorcycles. Preliminary results of the survey have just been released, with final results expected this spring. Through the first three quarters of 2008, the survey revealed the percentage of female motorcycle owners increased to 12.4 percent from 9.6 percent in 2003, the last time the survey was conducted. Whew! For awhile I was beginning to wonder if all this talk about more women riding was for naught. Now, those of us in the motorcycle industry who focus our efforts on catering to women riders, as well as attracting new ones, can be assured that our efforts are paying off. Why is it important to separate the female cycling demographic? Because motorcycling is a male-dominated activity. Most of the marketing messages speak only to the male mind. To attract women, it’s important to convey the joys of motorcycling in terms that female riders can relate to, from lifestyle issues to specific riding considerations.

The MIC ownership survey also revealed some interesting preliminary findings about the average rider’s age, and how it’s been trending. Take a guess on what the average age is? If you believe all the talk about the “graying of the motorcyclist” and that few young people are entering the sport, you’ll be surprised. In 2008, the average age of a motorcycle owner was 42. In 2003, it was just one year younger, 41. In 1998, it was 38, and in 1990 it was 32. The most recent numbers indicate the average age is leveling off, and for as many motorcyclists who are aging, there are as many younger riders getting involved. This is good news for an industry concerned with bringing in fresh faces, as its largest current segment, the baby boomers, starts drawing social security.

Some other fascinating findings about motorcycle buyers come courtesy of the JD Power and Associates 2008 Motorcycle Escaped Shopper Study, released this past December. I love the name — escaped shopper, the one that got away. The research analyzes why shoppers consider a particular motorcycle brand, but ultimately purchase a different brand. Of new-motorcycle shoppers, 51 percent cite dealer-related issues as a reason for rejecting a motorcycle brand. And of those issues, the No. 1 reason a shopper goes elsewhere is the inability to test ride a bike. In addition, 18 percent of shoppers rejected a motorcycle because it was not available at the dealership, while another 15 percent made their decision based on the perception of receiving better service at another dealership. “To avoid losing customers due to dealer-related issues, it’s important for dealers to better manage customer expectations,” said Tim Fox, research manager of the powersports practice at JD Power. “For example, making customers aware before they arrive at the dealership why they can or cannot test ride a particular motorcycle may help brands convert more shopper visits into sales.”

Even more than dealer-related issues, the main reason shoppers reject a certain brand is because of price and financing. Overall, price is cited by almost half of shoppers as a reason for rejection, while 16 percent of shoppers mention the lack of low-interest financing, rebates, or other incentives as a rejection reason. What’s interesting about this finding is that 51 percent of shoppers end up spending the same, or more, on the brand they purchased compared with the brand they considered, but rejected. What all this says is that dealers really need to be on their game in all aspects of the sale to not only attract customers, but also to keep them interested once they’re in the store. With the current state of the economy, it’s a buyer’s market, evidenced by three out of four motorcycle buyers (surveyed by JD Power) contacting or visiting a dealership for information before purchasing. Along those lines, the vast majority of customers (81 percent) report using the Internet to research motorcycles when shopping; 73 percent say they read magazine reviews, and 28 percent say they attended a trade show or motorcycle event. I don’t know about you, but I find it very interesting to learn about the demographics and buying habits of my fellow motorcycle riders. It shows I’m not alone when I conclude one thing or another when shopping for a certain motorcycle. AIM

Genevieve Schmitt is the founder of www.WomenRidersNow.com, the leading source for motorcycling lifestyle news. E-mail her at gschmitt@womenridersnow.com.

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