Rekluse leveraged live demos to simplify the technical aspects , allowing customers to experience the product firsthand .
another theme that continues to emerge at the rally is the importance of brand authenticity . For many industry leaders , riding to Sturgis isn ' t just about getting to the rally , it ' s about making a statement . It demonstrates a company ' s commitment to the sport and the products it develops . Cory Ness speaks passionately about this aspect , sharing that for him and his family , riding to Sturgis is a tradition that spans generations .
" We ' ve ridden out with three generations - my dad , myself and my boys - all ride into Sturgis together . It ' s a pretty cool deal ," Ness said . This commitment to riding , rather than simply attending , sets companies apart as genuine participants in the motorcycle community , not " posers " or just business entities looking to make a profit . Paul Devine echoed this sentiment , emphasizing the importance of being out on the road with customers . " You can ' t sit in an office and wonder what it ' s like to be out there . So , everybody on our team here is riding motorcycles ," he said . This approach not only helps companies stay connected to the riding community , but also provides invaluable insights into the needs and preferences of their customers . Parham rode to the rally from Texas with several of his company ' s top executives .
Trends and Insights : What ’ s New at Sturgis 2024
As always , the Sturgis Rally is a bellwether for industry trends , and this year was no different . One of the most noticeable trends was the growing interest in personal safety products . Both Devine and Parham observed an uptick in the use of helmets or other protective gear . " There ' s a lot more protection , if you will - personal airbags , more helmets ," Devine noted . Parham also pointed out the increasing interest in Alpinestar ' s Tech Air airbag vest , a trend that signals a shift towards more safety-conscious riding habits . " We did a live demonstration of the airbag vest in J & P ' s parking lot every day , and that got a lot of interest from riders ." This trend could represent an opportunity for manufacturers to expand their offerings in the safety gear market .
A Strong Finish Despite the Odds
Despite seemingly slightly lower attendance , the 2024 Sturgis Motorcycle Rally proved to be a successful event for most aftermarket product manufacturers . Companies that strategically positioned themselves , offered a compelling product mix and demonstrated their commitment to the riding community through personal involvement saw significant returns . The rally continues to be a crucial event for the motorcycle industry , offering a unique opportunity to connect with customers , showcase new products and reinforce brand loyalty . As companies look ahead to the 85th Sturgis Rally next year , the lessons learned in 2024 should shape their strategies for even greater success in the future . sturgismotorcyclerally . com
Zach Parham , President and CEO of Comoto Holdings ( Revzilla / Cycle Gear / J & P Cycles ), shared that " J & P ' s sales are up double digits over last year , despite the crowds being a bit lighter ."
AFTERMARKET MOTO DESIGN - SEPTEMBER 2024 33