American Motorcycle Dealer AMD 242 September 2019 | Page 27

MIC - Strategic Plan to
Attract New Riders
disciplinary team of behavioral
scientists, engineers and business
consultants, and takes a unique
approach to problem-solving. We are
excited to be working with them on
this critical initiative," Vitrano said.
Centauric "has begun conducting
secondary and additional primary
research that, after a series of ideation
and solution labs involving a mix of
BRIEFS
industry stakeholders, will lead to a
strategic plan. The plan will be
presented at AIMExpo.
"This is not designed to be a quick fix,
nor is it just about sales," said Chuck
Boderman, MIC Vice Chair and Vice
President, Motorcycle Division,
American Honda Motor Co., Inc. "It's
about showing people how
motorcycles can fit into and enrich
their lives, no matter where they live,
what they do, what their hobbies are,
or how old or young they are.
"This will take time, so we are
committed to building a campaign
that takes the long view."
www.mic.org
Zero at AIMExpo
Scotts Valley, California based
electric motorcycle
manufacturer Zero has
announced that it is to exhibit
at AIMExpo, Columbus, Ohio,
September 26 - 29.
On show will be 2019 additions
to its line-up, including the
"Fully Smart2 Zero SR/F" - the
well-received take on
streetfighter styling on an
electric powerplant platform
with a 3 kw rapid charger that
starts at $18,995.00.
At the time of its launch earlier this year Zero described the SR/F as its
"most innovative and powerful" motorcycle yet, incorporating a
"revolutionary" new operating system - Cypher III - and delivering 40 ft-
lbs of torque and 110 horsepower." Powered by Zero's ZF75-10 motor and
ZF14.4 lithium-ion battery, a single charge is said to give riders up to a
200-mile range with the addition of Zero's Power Tank (available fall
2019). The Rapid Charge System works on Level 2 charge stations and
provides a platform that allows for up to three independent charging
modules, with charge from 0 to 95 percent capacity in one hour.
www.AMDchampionship.com
"We're thrilled to be
showcasing the 2020 Zero
Motorcycles product line at
AIMExpo in September," said
Sam Paschel, CEO, Zero
Motorcycles. "AIMExpo attracts
the most influential and
successful powersports dealers
in North America, and we're
fortunate to count many of our
most valued business partners
among those who will be in
attendance."
"As the powersports industry
introduces more alternative-
powered vehicles to the market,
it is one of AIMExpo's top
priorities to showcase these
products and highlight the
latest innovations within the
industry for dealers and
consumers," said Andre Albert,
Director, Sales and Marketing,
MIC Events. "Electric
motorcycles are not just an
evolution of the current market,
but also represent the
opportunity to reach potential
new buyers."
zeromotorcycles.com
Motorcycles.org, the MIC's
media outreach operation, has
been developing its 'FirstRide'
experience for media and
influencers. Andria Yu, director
of Motorcycles.org - "We all
want to build ridership, and that
starts by helping put someone
behind the handlebar for their
first time. Motorcycles.org staff
have been developing the
Motorcycles.org FirstRide
experience, a fun, three-hour
session designed to give
beginners their initial brief,
feet-on-the-pegs ride from
point A to point B on a closed
range. The program is being
presented to select mainstream
journalists and influencers in
New York and Southern
California. It serves as a proof
of concept that could be used
by the MIC, its members and
dealers.
Australian powersports market sales
were -11.4% in the first six months
of 2019. Honda was the overall
leader with a 24.2 percent share of
all sectors of the national market,
followed by Yamaha with 21.1
percent and Kawasaki with 10.7
percent. On-Road bikes were the
largest single sector of the Australian
market, taking 36.9% of sales in Q2
(down from 42.2% in Q1 2019). H-D
sales were down 19.4% compared
to the first six months of 2018, but
with 2,925 units sold, they remain
the market leader (3,629 sold in the
first half of 2018). Off-Road bikes
took a 34.5% share of available
sales; the ATV/SSV sector took
22.7% of sales, Scooters 5.9% of
sales. Indian Motorcycle sold 323
units in the first six months, down
from 453 units (-28.7%) from the
year ago period.
New motorcycle registrations
were +12.26 % in Spain for the
first seven months of 2019 at
108,472 units sold - the best
since before 2009.
Total motorcycle registrations in
Sweden were +12.12% January -
July 2019 (9,001 units) - the best
first seven months for new
motorcycle registrations in Sweden
since before 2014.
AMERICAN MOTORCYCLE DEALER - SEPTEMBER 2019
27
The Motorcycle Industry Council (MIC)
is launching a broad, long-term
initiative to bring more people into the
world of motorcycling with the
announcement of a strategic long-
term plan to "grow ridership" to be
announced at AIMExpo, Columbus,
Ohio, September 26-29.
"It's clear the industry needs to reach
and inspire new customers. While
many of us, with our individual
businesses, have taken steps to grow
ridership, we also should be working
together, and the MIC wants to help
make that happen," said Paul Vitrano,
MIC board chair and Senior Assistant
General Counsel at Indian Motorcycle
and Polaris Inc.
"To help us fully understand the
barriers to entry, and to create an
inclusive strategic plan that will be
available to all stakeholders, one that
will address conquering those barriers,
we have partnered with a team of
researchers and strategists to bring
fresh perspectives to this challenge
and opportunity."
The MIC has hired consulting firm
Centauric LLC to lead the first phase of
this initiative. "Centauric has
committed an impressive multi-
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