Demographics

• The median age of US riders in 2018 was 50, an increase from 25 in 2012, showing a general trend of US riders getting older.
• Most riders are married, employed, and make around $62,500 per year.
• In 2018, there was an increase of college-educated riders and female riders within the US.

Motivations & Potential Audiences

• One potential way to attract new customers is by designing products for and focusing on the sustainability and ecofriendly aspects of motorcycle riding as a mode of everyday transport. This is especially attractive to younger, urban consumers.
• Common motivations for riding cited by current motorcycle riders are: the speed, the camaraderie, the "freedom of the open road," and "the joy of becoming one with [the] machine."

Competitive Analysis

• Some of the top selling motorcycle brands in the US include Harley Davidson, Honda, Polaris, and Yamaha.
• Some new brands gaining traction in the US market include Sym,  Royal Enfield, KTM and Triumph.
• Harley Davidson's brand image centers around the company's values including freedom, heritage, community and quality.

Customer Journey

• One barrier that prevents people from buying motorcycles is the perceived danger of riding.
• Some things customers consider when buying a motorcycle is the type of bike to buy, whether to buy new or used, price, and weight and seat height of the bike.