AIMExpo: MIC Looks to Increase Ridership

The Motorcycle Industry Council’s intensive work to create a long-term initiative to bring more people into the world of motorcycling was shared with all stakeholders in the industry during the AIMExpo General Session on Thursday, Sept. 26, at 4 p.m.

The Motorcycle Industry Council’s intensive work to create a long-term initiative to bring more people into the world of motorcycling was shared with all stakeholders in the industry during the AIMExpo General Session on Thursday, Sept. 26, at 4 p.m.

“We’re excited to present the ongoing work behind this important initiative,” said Paul Vitrano, MIC board chair and senior assistant general counsel at Indian Motorcycle and Polaris Inc. “And to share the progress, findings and ideas that have emerged since the endeavor was launched earlier this year.”

The MIC retained consulting firm Centauric, whose team of researchers, scientists, engineers, and strategists brought different perspectives to the table and offered unique approaches to assessing and developing solutions to the industry’s challenge.

“Centauric conducted focus groups with riders and non-riders, interviewed motorcycle dealers and held a series of ideation and solution labs involving nearly 100 industry stakeholders, including a diverse representation of aftermarket companies, OEMs, distributors, media and key service providers,” Vitrano said. “The results of their findings will be presented as part of the development of the strategic plan leading to a long-term industry program.” 

Members of the council presented their findings from the Centauric study at AIMExpo, which included identifying the culture code of motorcycling and new riders, finding rational and emotional drivers, identifying the rider’s journey and noting any acceleration and friction points a new rider may face.

Eric Pritchard, CEO and president of MIC said that the end goal is to get “more riders, riding more.” The key to the solution is to inspire, explore, engage and integrate.

  • Inspire: Create conditions that will ignite the imagination and interest of potential riders and compel them to actively consider motorcycling.
  • Explore: Provide potential riders, and those who influence them, with easy access to the information and experiences they need to become more informed, motivated and ready to pursue riding.
  • Engage: Smooth the path, increase the excitement and guide new riders as they take steps necessary to be trained, licensed and equipped with access to a motorcycle.
  • Integrate: Solidify riders’ commitment to ride by making it accessible, affordable, socially enriching and part of their life.

The MIC noted that they are working to define an action plan and more information will be revealed at the Symposium in Long Beach on Nov. 21.

The MIC also asked for feedback and questions to be sent to [email protected].

Link: MIC

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