American Motorcycle Dealer AMD 244 November 2019 | Page 14

"Motorcycling is About BRIEFS Individuality, Independence and Freedom" - MIC Unveils Shock Research Findings at AIMExpo NEWS Paris Harley-Davidson (as in Paris, Texas) has set a Guinness World Record for the Most Harley-Davidson Motorcycles in a Parade. The number to beat was 2,404, and the Paris H-D parade recorded 3,497 motorcycles on October 5 with Harley enthusiasts from 48 states, Canada and Europe traveling to the event. Cardo Systems, Ltd. and Ducati Motor Holdings S.p.A. have announced retail availability of its special edition Ducati Red PACKTALK units at Ducati dealers in the USA. PACKTALK products are powered by Cardo's ground-breaking Dynamic Mesh Communication (DMC) technology, allowing up to 15 riders to connect seamlessly and feature Cardo's natural voice-command and sound by JBL. Ewan McGregor and Charley Boorman are reportedly preparing for their third extended adventure biking trip - riding Harley-Davidson LiveWires from the southernmost tip of Argentina to Los Angeles (6,800 miles), or maybe even Alaska. Back-up will be provided by two pick-up trucks probably carrying DC fast chargers. LiveWires have a range of between 95 and 140 (urban) miles. Best of luck boys! The Motorcycle Industry Council presented its "strategic framework for the long-term, industry-wide effort" designed to boost ridership by getting more riders, riding more, at the opening session at AIMExpo (Columbus, Ohio) at the end of September. Speakers revealed new findings about the 'culture code' of motorcycling - "how Americans relate to motorcycles, which is critical in understanding how to reach potential new riders," and speakers provided details about new research into the four steps on the journey to becoming a motorcyclist. "This industry-led program will enable all stakeholders to benefit," said Paul Vitrano, MIC Board Chair and senior assistant general counsel of Indian Motorcycle and Polaris Inc. "The MIC is developing this to bring the might of the entire industry together, in order to power our collective future." 14 Inspire - Get more people to take notice of motorcycling Explore - Help more people learn about motorcycling in a way that aligns with their lifestyle and personal interests Engage - Knock down barriers and welcome new folks Integrate - Make motorcycling accessible, affordable, and enriching "We are working to refine these elements into an action plan." MIC leadership urged everyone throughout the industry to unify, support the initiative, engage with it, and send questions, comments and suggestions to [email protected]. An action plan and an initial set of tactical elements will be presented at the annual MIC Communications Symposium in Long Beach, Calif., on Nov. 21. The presentation was led by Vitrano, MIC Vice Chair Chuck Boderman of American Honda Motor Co., Inc., incoming MIC President and CEO Erik Pritchard, and long-time motorcyclist and media personality Ariana Escalante. "We conducted exhaustive research into the key drivers that underlie our Incoming MIC CEO/President Erik Pritchard AMERICAN MOTORCYCLE DEALER - NOVEMBER 2019 MIC Vice Chair Chuck Boderman of American Honda Motor Co., Inc. summed up in two words: personal sovereignty." The 'culture code' is "comprised of independence, power, mastery of both self and domain, and being at least a little bit bad-ass about it," he said. "Personal sovereignty is the essential key to understanding how to powerfully connect with potential riders. It is how most Americans 'Inspire, Explore, Engage, Integrate' 'the Culture Code' The 36th edition of the popular Motor Beurs, Utrecht, will take place from February 20 to 23rd, 2020. Regularly attracting over 100,000 visitors - making it the largest motorcycle show in the Netherlands. Indian Motorcycle was in 14th position in market share terms in Germany for the year to August 2019 with 1,016 units sold YTD for a 1.05% share - up by +9.36% over the year-ago period. Four key steps were identified on the journey to becoming a rider: Ariana Escalante, long-time motorcyclist and media personality industry," Vitrano said. "We knew we had to dig deeper and go further than anyone had previously gone into the real issues that motivate people to ride - and even more importantly, what keeps them from riding. "After months of intense, collaborative work with consulting firm Centauric, it was clear that potential consumers not only exist, they might actually be out there waiting for us to find them," Vitrano said. To reach these potential riders, the MIC worked with Centauric to understand the 'culture code' of motorcycling in America, and to identify the four steps on the journey to becoming a rider. Information gathered in focus groups, lab experiences and other research "allowed us to discern our most critical understanding," Boderman said, "the distillation of the culture code of motorcycling in America, which can be subconsciously relate to motorcycles." "We need more riders, riding more," Pritchard said. "Potential riders are on a journey, and it's our job - all of us - to provide a roadmap and help them along the way to make sure they reach the destination." "We are working to refine these elements into an action plan," Pritchard said. "Our industry is at an essential turning point, where we must unify as one body, speaking the culture code of motorcycling, and pulling in the same direction to create new riders." Paul Vitrano, MIC Board Chair and senior assistant general counsel of Indian Motorcycle and Polaris Inc. www.AMDchampionship.com