When traveling on a bus tour for thousands of miles to far off places just won’t cut it, the motorcycle is the most desirable way for the more adventurous types — from all walks of life — to see the world in a way that wouldn’t be possible on a bus or in a car. Adventure touring (ADV) riders typically use their bike as a self-contained means of travel that allows them to explore the landscape more intimately than in a closed vehicle.
Most motorcyclists are, by nature, adventurers; otherwise, they’d probably stick to their caged vehicles. But the ADV segment expands more on the explorer side of a rider’s personality and is a growing niche segment that dealers can cater to if you do your homework.
According to the Motorcycle Industry Council (MIC), the number of dual-sport motorcycles sold last quarter was about 11% of the market for two-wheelers. Overall in 2018, MIC said that of the 12.2 million motorcycles in use, 5% were dual-sport bikes. While it’s not the largest segment, it is one of the few that has continued to show growth over the last few years. Another MIC fact that may catch your attention is that of the nearly 30 million people who rode a motorcycle last year, 9.9 million of them ride both on-road and off-road, so there’s plenty of potential sales to the adventure rider population if you choose to tap into it.
For more information on the adventure market, click here.