How the motorcycle industry is attracting new riders


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Designer jackets inspired by Hollywood

Motorcycling in America is getting a makeover. Business stalwarts and upstart opponents try to draw new riders who need one thing totally different from Harley-Davidson’s massive burbling cruisers or screaming Japanese and European efficiency bikes.

The adjustments are in response to youthful riders who’re interested in the effectivity and enjoyable of two-wheel journey, however who do not need to purchase into all of the “biker” baggage.

“Millennials and Gen X’ers, they don’t seem to be all the time in search of to make motorcycling a way of life, the place it is sort of every little thing you reside for,” mentioned Tim Buche, president and CEO of the Bike Business Council. These youthful riders are in search of bikes suited to a extra informal relationship fairly than a severe dedication.

Even Harley-Davidson not too long ago introduced it can begin providing merchandise aimed toward reaching prospects who aren’t drawn to the corporate’s well-known retro-styled choices.

As an illustration, an electrical motorbike, the Livewire, with a whirring sound by no means earlier than heard from a Harley, will probably be launched subsequent 12 months. The corporate can even roll out a brand new offf-road succesful “Journey Touring” bike the Pan America, and a brand new “Streetfighter” mannequin designed for efficiency and agility fairly than long-range cruising. Harley-Davidson didn’t reply to requests for touch upon this story.

Some start-up motorbike makers are already providing electrical bikes. California-based Zero Bikes provides bikes beginning at round $11,000, earlier than varied authorities incentives. In addition to being “inexperienced,” it is the distinctive expertise of driving an electrical bike that draws patrons, CEO Sam Paschel mentioned.

zero motorcycles sr
Zero SR electrical motorbike

With out the noise and vibration of an inner combustion engine below him, he mentioned, the expertise turns into simply in regards to the experience, the atmosphere and the pace.

“It was like all of the issues I did not love about driving a motorbike had been taken away,” he mentioned.

Husqvarna’s bikes aren’t electrical however, in distinction to the standard emphasis on uncooked energy and pace, its bikes, with their single-cylinder engines, entice riders with distinctive design and light-weight. With a 330-year historical past, Husqvarna is hardly a startup but it surely’s reintroduced itself since coming below new company possession a number of years in the past. (If you understand Husqvarna for chainsaws and lawnmowers, that is now a separate firm.)

husqvarna svartpilen
Husqvarna Svartpilen

Husqvarna (pronounced hoosk-varna) Bikes is now headquartered in Austria fairly than the model’s ancestral residence of Sweden however the bikes nonetheless have a distinctly Scandinavian look with an emphasis on spare simplicity. Within the 1960s and ’70s, Husqvarna was finest recognized for dust bikes — Steve McQueen rode one — however the firm is now branching out with avenue bikes just like the Svartpilen, which prices about $6,300, and Vitpilenm, about $12,000. (The names imply “black arrow” and “white arrow” in Swedish.)

The bikes’ lean designs are meant to permit the rider to, as a lot as doable, ignore the machine and focus on the highway and their environment, mentioned Blain Schuttler, Husqvarna’s managing director for North America. And efficiency comes as a lot from an absence of weight as engine energy.

“We’re attempting to outline a brand new area within the motorbike market, minimal however nonetheless progressive model that does not match into any present class,” he mentioned.

Ural, based mostly in Redmond, Washington, sells bikes which are made in a manufacturing facility in Russia. These rugged sidecar bikes appear to be they roared straight out of World Warfare II as a result of, principally, they did.

ural sahara
Ural bikes can be found with two-wheel drive. The aspect automobile wheel will be powered together with the rear wheel.

The corporate began making bikes as a result of the Purple Military demanded sidecar bikes like those the invading Germans had. Most fashions have two-wheel-drive functionality for off-road use. (The sidecar wheel will be powered in addition to the again wheel.) Costs begin at about $15,000.

The one draw back, mentioned Madina Mezhoeva, Ural’s head of promoting, is what prospects name the UDF, or Ural Delay Issue. Any time you cease someplace, it’s a must to permit time to reply all of the questions you get requested in regards to the bike.

Nicely-established motorbike manufacturers like Indian, well-known for its retro-styled cruisers, and Ducati, recognized for its efficiency bikes, are additionally attempting to succeed in new prospects as tastes shift.

ducati scrambler sixty2
The Ducati Scrambler is focused at a extra informal rider than Ducati’s famed sport bikes.

A number of years in the past Ducati launched the Scrambler, a much less intimidating various to the Italian model’s aggressive sport bikes just like the Monster and Diavel. Since it is so totally different, the Scrambler is handled as its personal sub-brand. The Ducati identify is nearly a footnote on the aspect of the tank.

“It does not take motorcycling too significantly. It is leisure. I need to get out and have enjoyable. I need to go to Bear Mountain and discover some cool locations with a few my pals,” mentioned Jason Chinnock, CEO of Ducati North America, describing the Scrambler’s extra laid-back angle. (The winding roads round Bear Mountain, north of New York Metropolis, are widespread with motorcyclists.)

indian motorcycles scout bobber
Indian Scout Bobber

For its half, Indian launched the Scout Bobber final summer time. It is principally a stripped-down and barely meaner trying model of Indian’s entry-level Scout bike. For Indian, going straight after Harley-Davidson is working simply nice. Indian is rising each gross sales and market share, mentioned Steve Menetto, President of the motorbike model, a subsidiary of Polaris Industries (PII).

The Scout is attracting new riders, he mentioned. However, Menetto famous he simply met an 85-year-old man who claimed to experience his Indian 20,000 miles a 12 months. Certain sufficient, these previous riders aren’t going away simply but.

CNNMoney (New York) First revealed August 16, 2018: 7:53 AM ET

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