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Navigating the European motorcycle market: A guide for international brands

Navigating the European motorcycle market_ A guide for international brands

Navigating the European motorcycle market: A guide for international brands

When it comes to expanding a motorcycle brand into the growing European market, it can be a thrilling and challenging journey. This article will provide insights for established brands looking to enter or expand their presence in the European market, taking into account the diverse demographics of European riders, with an array of preferences, riding cultures and buying behaviours to cater for.

Why the European motorcycle market matters so much

Just to illustrate the size and importance of the European motorcycle market, approximately 947,000 new motorcycles were sold in 2022 in Italy, Germany, France, Spain and the UK combined, with those being the five biggest European markets respectively. In 2024 that figure rose to 1,155,640 units, a 22% increase in two years.

This is significantly higher than the approximate 581,000 figure for new bikes sold annually in the Untied States, where growth is slower; US sales increased only 5.6% in the last two years.  

Meanwhile, selling bikes into the US from elsewhere could become harder, given the economic uncertainty in the country and the political movement to encourage more sales of domestically built products. At the same time, US companies manufacturing abroad may also want to pay more attention to the European market and ship there directly from the factory.

So it’s becoming increasingly important to understand the vastly different types of rider groups across the EU and the UK, which is vital for brands looking to make headway in these lucrative markets.

So it’s becoming increasingly important to understand the vastly different types of rider groups across the EU and the UK, which is vital for brands looking to make headway in these lucrative markets.

Localising your marketing efforts, connecting with key distribution and sales networks, working with influencers, attending key events and building strong media relations are just some of the tactics to consider.

Dealing with European red tape up front - a wise investment

One of the first steps in promoting or launching your motorcycle brand in Europe is to recognise the diversity of riding styles across the 27 European Union nations and the United Kingdom. Each country has unique riding cultures, niches, preferences and regulations.

For instance, motorcycle culture in Italy is deeply rooted in tradition, with a strong emphasis on sport bikes from the likes of Aprilia and Ducati. In contrast, touring motorcycles are highly popular in Germany, off-road is massive in France and Belgium, while the UK has a burgeoning cafe racer scene as well as a growing market for smaller commuter bikes. These differences demand localised marketing approaches to resonate with each audience.

Make local connections to get into the European motorcycle market

There are national motorcycle federations in most European countries, whilst national trade associations such as the MCIA (Motorcycle Industry Association) in the UK can provide helpful advice on what is needed to be commercially successful in a specific territory. There are also useful guides online from the EU authorities and the UK government to inform businesses on the regulations which apply to importing your goods and selling in Europe.

Getting a grip on the local buying culture in your European market of choice is crucial. Do riders always prefer to test ride first? Will some riders only buy from trusted dealers? How important are environmental or noise concerns locally, do consumers expect to buy on credit, how many years are expected on guarantees and how much activity is there in the second hand market? There are many nuances to consider.

European distribution and sales networks vs Direct To Consumer

Expanding a brand's presence in Europe can be achieved effectively through a distribution and sales network, though there are several ways to go about this. You might wish to establish a European hub in a location such as Amsterdam or Barcelona or you may wish manage everything centrally from outside Europe, appointing regional or national managers to control your activity in specific markets.

Collaborating with local dealerships and well-established distributors is a quick route to market, though of course they take their cut, whereas going direct-to-consumer through online sales is becoming increasingly popular. Many brands in the motorcycle industry combine those approaches, especially brands selling smaller ticket items (such as accessories) for whom online sales come more naturally than for bikes themselves, which riders want to see, feel and ride before they buy.

Working with European-based motorcycle influencers

Collaborating with influencers and brand ambassadors who have established credibility in the markets you are targeting can be a game-changer, but it’s all about selecting the right people to work with. 

There are a combination of factors to consider here, including whether the collaborator shares your brand values, are they easy and professional to work with and can you measure the engagement they will drive in our target demographic.

Creating localised content for European motorcycle riders

In your website copy, video content, social media captions, advertising copy and other marketing material it’s important to use a tone of voice and messaging that will be attractive to your potential customers per market.

This can include translating assets into local languages, but also importantly understanding cultural references and reflecting the unique rider culture/preferences of each market. Localising content shows that you understand and respect the unique qualities of each market.

Building strong media relations and event attendance in Europe

Establishing strong media relations in specific European markets can be powerful in terms of achieving greater brand exposure. You can connect with carefully selected motorcycle media outlets and journalists to showcase your products, by sharing your brand story and exclusive pieces of content with them through press releases.

Hosting your own press events, as well as attending festivals, trade shows and elite level races can also be invaluable in building closer professional connections with key media players and creators.

Attending big race events in your target countries, such as MotoGP Grands Prix, WorldSBK rounds and MXGP events in Europe, could significantly boost your brand's visibility. Indeed, actually participating in racing has been one of the main marketing tactics for the big Japanese brands for decades and Chinese brand Kove joined the paddock this year in WorldSBK and raced at Dakar 2023, which has a huge European audience. 

Having a presence at big industry gatherings such as EICMA (Italy) and Motorcycle Live (UK) will allow you to further immerse yourself in European riding culture. These events provide an excellent opportunity to network, observe trends and gain a deeper understanding of local trends.

Working with a specialist European motorcycle agency, such as our team here at Motorcycle Marketing - who already have years of knowledge in the local market - will provide you with immediate connections to the key players in the industry and target demographic. You are welcome to contact us today for a free, no obligations consultancy session as the next step on your journey to commercial breakthrough in Europe.

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Why Motorcycle Brands Should Shift from Product to Community Focus

Why Motorcycle Brands Should Shift from Product to Community Focus

Why Motorcycle Brands Should Shift from Product to Community Focus

In the motorcycle industry, passion fuels everything. From the roar of the engine to the camaraderie shared at events, it’s a world built on connection. Yet, for many brands, marketing strategies remain too focused on products rather than the people who ride them. In today’s landscape, prioritising community over product isn’t just a trend—it’s a necessity. Here’s why brands need to make the shift and how they can do it effectively.

What It Means to Prioritise Community

Community focus isn’t just about creating a space around your brand—it’s about contributing to and supporting the broader motorcycle community or specific niches within it. Whether your brand caters to adventure riders, café racer enthusiasts, or urban commuters, the goal is to champion the shared passion that unites riders.

This shift requires confidence in your product. By promoting the lifestyle and supporting the community, you naturally become the go-to brand because riders recognise your expertise, authenticity, and commitment. They see your products being used by people they trust and admire—whether online influencers or fellow riders at events—and the choice becomes easy.

The Benefits of a Community-First Approach

  1. Builds Trust and Loyalty

Riders connect more deeply with brands that celebrate their shared passion. This authenticity fosters long-term loyalty.

  1. Positions the Brand as an Industry Leader

By actively contributing to the community, brands establish themselves as integral to the motorcycle world.

  1. Attracts Organic Advocacy

A strong community focus encourages word-of-mouth recommendations and organic content creation from customers.

  1. Enhances Brand Perception

Customers see your brand as part of their world, not just another company trying to sell to them.

The Risks of Ignoring Community

Brands that fail to prioritise community risk becoming disconnected from the riders they aim to serve. Without a strong community presence, brands miss the opportunity to build meaningful relationships that go beyond transactions. This lack of connection can result in a weaker sense of loyalty, as riders are more likely to gravitate towards brands that actively engage and support their shared passions.

Ignoring community also means missing out on organic advocacy, where loyal customers naturally promote your brand through word-of-mouth and user-generated content. Without these authentic connections, it becomes harder to establish trust and credibility in a competitive industry. Ultimately, brands that overlook the importance of community risk being perceived as out of touch, limiting their ability to inspire and resonate with riders.

Success Stories: Brands Doing It Right

Mosko Moto: Fostering Community Through Conversation

At events, Mosko Moto creates a booth experience that goes far beyond product promotion. While their full product range is showcased, the real magic lies in the conversations their team has with visitors. These discussions often revolve around motorcycle travel, motocamping, and adventure riding in general—topics that resonate deeply with their audience. The atmosphere is made even more authentic with customer bikes prominently displayed, often still dusty from recent trips, reflecting the true spirit of adventure.

Beyond events, Mosko Moto actively supports the lifestyle through initiatives like their “Dusty Lizard” gatherings, which focus on the adventure community rather than on selling products. This approach extends online, where loyal Mosko Moto customers frequently answer questions, provide solutions, and share feedback on forums. Even at events, long-time customers often step in to talk to newcomers, sharing their personal experiences with the brand. This organic advocacy strengthens Mosko Moto’s connection to its community, positioning them as a trusted and integral part of the adventure riding world.

REV’IT!: Creating Spaces for Connection

At MaxlRIDE, REV’IT! transformed their booth into a welcoming space designed to inspire and connect riders. With hammocks and beach chairs, visitors could relax while enjoying drinks and snacks provided during talks and presentations. The setup prioritised comfort and community over commercialism, creating a vibe that encouraged people to linger, share stories, and engage with the brand.

REV’IT! ambassadors played a crucial role in fostering this sense of connection. They shared their own travel stories, adventures, and experiences with visitors, creating genuine conversations that went far beyond gear discussions. By exchanging advice and answering questions, they demonstrated that REV’IT! isn’t just a gear company—it’s a brand that truly understands and supports the rider lifestyle.

The setup was a resounding success, leaving both the brand and the audience enthusiastic about the experience. Visitors appreciated the relaxed, community-driven atmosphere, while REV’IT! gained valuable engagement and brand visibility. We can only hope the continue to build on this success and plan to create similar setups at more events throughout the year, further cementing their commitment to fostering connections within the motorcycle community.

Yamaha Motor Europe: Sharing the Stories of Every Rider

Yamaha Motor Europe exemplifies a community-first approach through their focus on celebrating riders of all kinds. From global ambassadors like Itchy Boots and Pol Tarres to everyday enthusiasts, they highlight the diverse stories that make up the Yamaha rider community.

These stories aren’t just found—they’re actively cultivated. Motorcycle Marketing collaborates with Yamaha to identify and interview riders through their network, Yamaha country divisions, and local dealerships. By sharing these narratives, Yamaha Motor Europe creates a sense of inclusivity and belonging within their community, showing that their brand is for every rider, no matter their background or experience level.

How to Shift Your Brand’s Focus to Community

Delivering outstanding customer service is one of the most impactful ways to strengthen your connection with riders. Every interaction is an opportunity to go above and beyond, solving problems and creating positive experiences that build trust and loyalty. Riders remember how they’re treated, and exceptional service can turn a one-time buyer into a lifelong advocate for your brand.

Another key strategy is celebrating your customers. Highlighting their journeys, achievements, and passion for riding through user-generated content (UGC), interviews, and real-life stories adds authenticity to your marketing. By putting your customers in the spotlight, you demonstrate that your brand values and supports the community it serves.

Supporting and creating shared experiences is equally important. Investing in events or gatherings that resonate with your audience helps foster connection and loyalty. Whether sponsoring niche events, hosting workshops, or designing inviting spaces at major shows, focusing on the lifestyle and shared passion for riding leaves a lasting impression that goes beyond product promotion.

Collaborating with ambassadors who genuinely represent the lifestyle your brand embodies is another powerful way to build community. Their authentic voices can showcase your values and create deeper connections with your audience. Ambassadors bring your brand to life through their stories, experiences, and influence.

Finally, engaging in genuine conversations with your audience is crucial. Whether it’s at events, on social media, or through other channels, listening to your community and offering tips, advice, and insights adds value that extends beyond your products. Being approachable and relatable builds trust, fosters engagement, and reinforces your brand’s role in the motorcycle world.

By focusing on these strategies, brands can shift their focus to community and establish themselves as more than just product providers—they become integral parts of the rider lifestyle.

Conclusion: Building a Brand That Stands the Test of Time

The brands that will thrive are those that prioritise connection over conversion. By focusing on community, you’re not just selling a product—you’re creating a lifestyle, inspiring riders, and building trust that lasts.

It’s time to take the first step. Whether it’s creating authentic content, sponsoring an event, or simply engaging in meaningful conversations, shifting your focus to community is the key to long-term success. Contact us for a free consultation call and let's ensure that your brand becomes more than a name—that it becomes part of the ride.

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Motorcycle industry event calendar 2025

Which motorcycle industry events should you attend in 2024?

Motorcycle industry event calendar 2025

In the dynamic motorcycle industry, events remain a cornerstone for connecting enthusiasts, professionals, brands, and riders. As we kick off 2025, we’re looking ahead to the key motorcycle industry events in Europe and the USA this year and outlining which ones are most relevant to companies in specific niches.

Motorcycle industry events offer unparalleled opportunities for networking, showcasing innovations, and keeping pace with the latest trends. Even attending without an exhibitor’s booth can provide significant marketing and relationship-building advantages, as highlighted in a previous article.

To maximize your event strategy, we also recommend revisiting our guide on how to prepare your online audience ahead of live events. Using tools like social media, email newsletters, press releases, content marketing, and influencer marketing can make all the difference in ensuring your presence stands out.

Some of the biggest events, like EICMA in Italy and Motorcycle Live in the UK, continue to serve as comprehensive hubs for the entire motorbike industry, making them relevant across almost every sector.

More niche-focused events, however, attract highly targeted audiences. For instance, the ABR Festival in England caters specifically to adventure bike enthusiasts, while Wheels and Waves in Biarritz remains a must-attend for fans of vintage, café racers, and custom bikes.

A Look Ahead: The 2025 Motorcycle Industry Event Calendar

When planning your attendance, it’s essential to align your goals—whether they focus on sales, brand visibility, product launches, data gathering, partnerships, or networking—with the events that best suit your needs.

Given the costs associated with attending, prioritizing the most impactful dates on the 2025 calendar will help you make the most of your resources. Think carefully about which of the following dates on the calendar will be most relevant to you and/or your brand:

Motor Bike Expo - Verona Motorcycle Show 

A premier showcase event for motorcycles, accessories and the latest industry trends, attracting enthusiasts and professionals from around the globe.

Date: January 24-26
Location: Verona, Italy
Website: motorbikeexpo.it

MP 25 Motorcycle Show

As the largest motorcycle event in Northern Europe, the MP25 Motorcycle Show attracts over 50,000 visitors annually. Attendees can expect to see the latest motorcycle and scooter models, riding gear, spare parts, and accessories. The event also features custom bikes and live entertainment.

Date: January 31 - February 2
Location: Helsinki, Finland
Website: mp.messukeskus.com

AIM Expo 

A wider industry event covering the full spectrum of powersports vehicles - including motorbikes - bringing together industry professionals, enthusiasts, riders and leading brands.

Date: February 5-7
Location: Las Vegas, USA
Website: aimexpousa.com

Salon de 2 Roues

A prominent European motorcycle show featuring the latest models, accessories and innovations in the industry. The event’s timing is useful for brands wishing to make a big splash before the European riding season really accelerates for spring and summer.

Date: February 13-16
Location: Lyon, France
Website: salondu2roues.com

MCN London Motorcycle Show

A well-attended annual event which will feature all the major new motorcycle models available in the UK in 2025. The show features bikes and accessories from the main global motorcycling manufacturers as well as specialised boutique brands, from across the industry.

Date: February 14-16
Location: London, UK
Website: mcnmotorcycleshow.com

Motorbeurs Utrecht

This is the largest motorcycle event in the Benelux region, featuring exhibitions, launches, demos and a vibrant atmosphere for motorcycle enthusiasts.

Date: February 20-23
Location: Utrecht, The Netherlands
Website: motorbeursutrecht.nl 

Daytona Bike Week 

One of the largest motorcycle events in the United States, attracting riders from around the world for a week of festivities.

Date: February 28 - March 9
Location: Daytona Beach, USA
Website: daytonabeach.com/bike-week

Adventure Experience 

With two events on the outskirts of Spain’s two biggest cities, Adventure Experience brings together the Adventure, Off-Road and Touring communities for two weekends of outdoor fun, including bike tests, riding clinics, roadbook courses, talks and many more activities for riders and their families.

Date: April 5-6 (Barcelona) and t.b.c. (Madrid)
Location: Barcelona and Madrid, Spain
Website: adventureexperience.es

Distinguished Gentleman’s Ride

A global charity event that invites riders to meet-up and ride-out worldwide in a dapper style, raising funds and awareness for men's health. In 2023 106,000 riders in 893 cities across 107 countries took part, raising $7.45 million for charity.

Date: May 18
Location: Various cities worldwide
Website: gentlemansride.com

Bike Shed MotoShow

A motorcycle exhibition celebrating the creative culture around motorcycles, open to everyone, whether they ride or simply enjoy motorcycles as art, engineering or symbols of adventure and independence. Bike Shed encourages attendees to ‘join an inclusive crowd of people who simply love motorcycles and moto-culture… with food, music, bars, shopping and entertainment’.

Date: May 23-25
Location: London, UK
Website: bikeshedlondonshow.com

Red Bull Erzbergrodeo

One of the biggest motorsports festivals on the calendar, the Red Bull Erzbergrodeo is a four-day celebration of Hard Enduro that takes place in an active mine in Eisenerz. It is attended by a plethora of industry brands and professionals, 1500 competing riders and many thousands of Hard Enduro enthusiasts. Not for the faint hearted!

Date: May 29 - June 1
Location: Erzberg Mountain, Eisenerz, Austria
Website: redbullerzbergrodeo.com

Wheels and Waves

A lifestyle event combining motorcycles, art and skate/surf culture, creating a unique atmosphere for riders and enthusiasts of Scramblers, Café Racers, Custom bikes and vintage bikes.

Date: June 11-15
Location: Biarritz, France
Website: wheels-and-waves.com/ 

ABR Festival

The Adventure Bike Rider festival offers a weekend of off-road riding, live music, camping and a lively get together for the adventure community. Hosted in a stunning location at Ragley Hall, the festival is well-organised and well-attended by big brands and riders.

Date: June 27-29
Location: Warwickshire, UK
Website: abrfestival.com

Malle Mile Festival

The Malle Mile describes itself as ‘The greatest and most inappropriate motorcycle race & festival in the UK. A celebration of the motorcycle culture in all its forms, with a program of very inappropriate racing, world class music, custom motorcycle installations, motorcycle/automotive exhibitions and the Malle scramble.’

Date: July 17-20
Location: Grimsthorpe Castle, UK
Website: mallelondon.com 

MaxlRIDE

An outdoor motorcycle festival hosted at the stunning Maxlrain Castle, celebrating the spirit of riding, featuring ADV, Custom, Enduro, Tourer and Scrambler bikes, live music, and a unique Bavarian atmosphere. Organised by Bad & Bold and Mosko Moto, the event will be staged for the third time in 2025.

Date: August 22-24
Location: Bavaria, Germany
Website: maxlridemotofestival.com

Alpes Aventure Festival 

An adventure-focused festival set in a beautiful location in the French Alps, bringing together adventure and off-road riders. Featuring organised ride-outs, workshops and training sessions to improve riding technique, the event is free to attend.

Date: September 5-7
Location: Barcelonnette, France
Website: alpesaventuremotofestival.com

EICMA

The biggest and most prestigious motorcycle show in Europe, attended by brands, companies, media, riders and other attendees from across the world, unveiling the latest motorcycle models and innovations. The event opens with a press day, then a trade day for industry professionals, before four days for the general public, with more than half a million people attending.

Date: November 6-9
Location: Milan, Italy
Website: eicma.it

Motorcycle Live 

The UK's largest motorcycle show, featuring live demos, interactive displays and the latest offerings from the world’s leading motorcycle manufacturers.

Date: November 15-23
Location: NEC Birmingham, UK
Website: motorcyclelive.co.uk

INTERMOT

‘A meeting place for the entire motorbike community’, INTERMOT is now an annual event, with its name being an abbreviation of International Motorcycle and Scooter Trade Fair. The organiser states that the show gives riders and dealers ‘a comprehensive overview of all new models’, allowing them to find the right bike for the coming season. 

Date: December 4-7
Location: Cologne, Germany
Website: intermot-cologne.com

As well as these gatherings it is also worth taking a look at the calendars of championships such as MotoGP, WorldSBK and MXGP to see when there are races in locations where it may interest you to visit for networking purposes or indeed to have a presence as a brand.

You may also wish to attend legendary events such as the Isle of Man TT (May 26 - June 7) or the Goodwood Festival of Speed (July 10-13) where relevant major brands and manufacturers will be present and huge footfall of riders is always guaranteed.

It is worth keeping in mind that it’s virtually impossible to have an impactful presence at every single event on the calendar – unless you are major brand with relevant models and dedicated teams in multiple locations focusing on events.

Motorcycle Marketing can enhance your brand’s presence at events

Ultimately, attending motorcycle industry events offers brands a unique and invaluable opportunity to establish a strong presence within their chosen community of riders, connect directly with enthusiasts, and showcase products or services in a targeted environment. By participating strategically at the most relevant shows, festivals and races, brands can gain valuable insights into market trends, competitor strategies and rider preferences.

If you’re unsure about which events to attend and how best to present your brand, services or products at events feel free to contact the experienced team here at Motorcycle Marketing for a free consultancy session.

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New opportunities for brands as female racing takes off

New opportunities for brands as female racing takes off

New opportunities for brands as female racing takes off

The launch of the exciting new Dorna-backed FIM Women's Circuit Racing World Championship (WorldWCR) is an exciting landmark for female riders. In this article we’ll look at what the new series and a growing female presence on the racetrack means from a commercial perspective and how brands can get ahead of the trend. 

The start of the WorldWCR at Misano in mid-June is an exciting new chapter for female participation at the elite level of road racing. It presents an opportunity for the sport, its key stakeholders, riders and associated brands to promote riding motorcycles to women around the world.

24 riders on Yamahas and Pirellis

The championship will see the riders battle on Yamaha R7 bikes equipped with Pirelli tyres alongside the WorldSBK races at six rounds in 2024, including visits to Donington Park, Portimão, Balaton Park, Cremona and Jerez. All the races will be streamed live and for free on YouTube.

The entry list of riders includes competitors from 18 different countries including Australia, China, Colombia, France, Germany, Italy, Japan, Mexico, South Africa, Spain, UK and USA.

It’s a truly international field and the potential for the championship is massive, especially given Dorna’s pending takeover by Liberty Media, the incoming new owners who have made positive noises about how important the WorldWCR could be in their plans for expanding the sport.

WorldWCR part of a wider Dorna plan

This insightful analysis by Octagon on the opportunities for brands following Liberty Media’s acquisition of MotoGP and Dorna does not specifically focus on the WorldWCR, though it is excellent reading for any brand manager considering a partnership in the sport.

Here on the Motorcycle Marketing blog we have also previously covered related topics such as how to ensure maximum sponsorship ROI in racing and the effectiveness of racing as a marketing tool for manufacturers.

Dorna’s official promotion of the new series states, “As a dedicated space for women in professional racing, the WorldWCR breaks stereotypes, increases representation, and inspires the next generation. Celebrating skill and passion, it establishes a new platform where talent takes centre stage and breaks barriers.”

Plenty of sponsorship ‘white space’

Yamaha and Pirelli have already demonstrated their support by becoming involved right from the word go, but the championship does not yet have its own title sponsor. Many of the teams participating are still looking for sponsors, backers and official suppliers themselves and that presents early opportunities for brands looking for exposure.

2018 WorldSSP300 Champion Ana Carrasco - the only woman to have won a title at World Championship level competing against men – is one of the favourites for the WorldWCR trophy in its inaugural season.

She told worldsbk.com, “The Championship is a very positive idea; it’s important that Dorna and the FIM try to help all female riders. We’re not many and it’s important to get that help. For me, to be in this Championship was also important because for the first time ever, everyone is trying to push the female riders. I’m one of the top female riders around the world so I think it’s good for me to try and be in the Championship in this first year.”

Carrasco is already a star in her own right, a role model to younger female riders across the globe and a Monster athlete. She has partnerships with the likes of Alpinestars, Arai and several more small brands from Spain and Italy, yet is perhaps still undervalued commercially by the larger companies – especially with such a good chance of winning the first ever WorldWCR.

The likely challengers in the first season

So, who are Carrasco’s rivals and fellow challengers for the title? Telling that story is the job of Dorna and the motorsports media. It’s a task that the team here at Motorcycle Marketing will also be involved with as we produce profiles and interviews with the riders on the 2024 WorldWCR grid for the official website.

It was recently announced that the talented Maria Herrera - a regular Moto3 and WorldSSP point scorer and ambassador for the likes of Airoh, Alpinestars, DHL, Oakley and Trek – will be a part of the championship. Herrera has that star quality and the talent to take the fight to her compatriot Carrasco.

The pre-season test at Cremona also provided an indication of who the faster women and contenders for victories will be. Roberta Ponziani, Sara Sanchez and Beatriz Neila were all quick, whilst Australia’s Tayla Relph made history by topping the first ever WorldWCR test session.

Relph then spoke to worldsbk.com, saying, “There’s not enough representation in Australia, we race against the men. I didn’t have a lot of role models in racing growing up, so if I can just convince one more woman to get involved in this sport in Australia, that’s a World Championship to me.”

That quote perfectly captures the positive mood around the WorldWCR and highlights just what a good opportunity it presents to commercial partners at the championship, team and rider level.

Where else are female riders excelling?

Away from road racing at the World Championship level the FIM E-Xplorer World Cup is now in its second season promoting sustainability with mixed teams racing electric dirt bikes in iconic venues. Brands such as Honda, Stark Future and Seven are involved, with female riders competing in partnership with male teammates. There are several strong national MX championships around the world, whilst the FIM Women's Motocross World Championship inaugurated in 2005 has produced incredible off-road talents such as Kiara Fontanesi and Courtney Duncan.

In Rally-Raid the inspirational Vanessa Ruck (AKA The Girl on a Bike) made history earlier this year by becoming the first British woman ever to finish the epic 13-day 6000km Africa Eco Race. 

Helping female riders break down barriers

Supporting pioneering athletes such as those mentioned above provides great value for brands. Offering sponsorships to female racers can significantly boost their careers, their profile and potentially their ability to perform at the highest level, while also promoting the brand in a highly positive light, reaching specific audience demographics. Sponsorship deals can include financial support, providing equipment and well-defined and organised promotional agreements to make the investment worthwhile for both parties.

Partnering with female motorcycle influencers away from racing can also amplify a brand’s reach and credibility amongst both female and male riders. Influencers and brand ambassadors who are not full-time athletes often have more flexibility in terms of the content they can create and can be identified by niche to promote brands to specific segments of motorcycle enthusiasts.

Riders such as Bea Eguiraun, Alina Cateyka, Runa Grydeland, Leonoor Fischer and, of course, Itchy Boots are experienced brand ambassadors and content creators, who know how to represent brands professionally and impactfully.

Females in Motorsport & More Than Equal

For industry professionals interested in promoting and following the progress of women in the motorcycle and motorsports industries we highly recommend following the excellent Females in Motorsport group on LinkedIn or Instagram.

They describe themselves as, ‘Global racing stars and TV presenters to mechanics and wind tunnel technicians. Females in Motorsport is a volunteer-run platform aiming to share as many stories from those working in the industry as possible. We started out as just a small idea in our bedrooms and now we have reached over 25 million people across our articles and social media platforms.’

Meanwhile, crossing over to four-wheels the David Coulthard backed More Than Equal campaign is an admirable initiative working towards the goal of getting female drivers into F1 and ultimately towards producing an female F1 champion. Tellingly, their marketing material includes the assertion that, ‘56% of female fans are more likely to purchase products from companies who support women in sport.’

Plenty of room for growth

In the motorcycle industry the upside to investment in women’s racing and marketing to women is huge. Visor Down quoted UK government data updated to 2022, for example, showing that the percentage of female motorcyclists in the country was under 14%, whilst for France the most up to date figures from Statista show that number as below 16%. In short, there are a lot of potential future female motorcycle riders out there who are not yet two-wheel converts.

As female participation in motorcycle racing increases, brands and manufacturers have a unique opportunity to engage with this potentially rapidly expanding market segment. By addressing the needs and interests of female riders, companies can support the evolution of the sport, foster brand loyalty and drive sales.

If you’re interested in the commercial opportunities surrounding female racing or simply wish to connect more with the female motorcycling community contact the experienced team here at Motorcycle Marketing today for a free consultancy session.

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How does AI influence marketing in the motorcycle industry?

How does AI influence marketing in the motorcycle industry - Cover

How does AI influence marketing in the motorcycle industry?

Artificial Intelligence (AI) will play an increasingly significant role in marketing in the motorcycle industry in years to come. In this article we consider how AI can currently assist marketers in our work, how NOT to use it and how to best use AI to your advantage as a marketer in the near to distant future.

In their excellent overview of the topic, Hubspot states, ‘AI marketing is when marketers use artificial intelligence to gather insights into their customers and produce better content. Marketing assets guided by AI are personalised and optimised for the customer journey. This can look like chatbots, targeted advertising and content generation.’

AI Marketing in action in 2024

AI-powered tools can already be used to generate, personalise and translate content for use in marketing campaigns. Tools such as copy.ai and Open AI’s well known ChatGPT can assist with creating basic website content, social media captions and product descriptions, amongst other things.

These tools are still relatively new and the quality of the content they produce is not bad, but in the experience of the Motorcycle Marketing team, this AI generated copy always needs checking, refining and editing by a specialist copywriter to be genuinely usable.

ChatGPT's capabilities extend beyond basic copywriting; it can also be used effectively with tasks such as basic research (provided you ask it to cite sources for facts), programming support and knowledge exploration.

Ask it ‘What are the best channels on YouTube for motorcycle content’ and it impressively lists some of our favourite channels, including FortNine, RevZilla, Yammie Noob, Motorcyclist Magazine and 44Teeth, also providing a neat and fairly accurate description for each. This begs the question, however, if I’m new to the motorcycle marketing game how do I know if ChatGPT’s suggestions are really right or helpful? 

Ask ChatGPT, ‘What happened in the motorcycle industry in 2023?’ and the answer is ‘As of my last update in January 2022, I can't provide real-time information on specific events or developments in the motorcycle industry in 2023.’

AI can often help – and smart marketers always double-check its work

AI driven tools such as Google Translate, Microsoft Translator and Localize can help with some of the legwork on translation, though there are usually significant sub-editing jobs to be done on the copy they produce. A typical example of this is when automatic translation tools translate a word such as ‘Pilote’ (French) or ‘Piloto’ (Spanish) into English as ‘pilot’, rather than the correct translation as ‘rider’ or ‘biker’.

Image generation via AI is also fun to play around with at present, in terms of product ideation, creative prototyping, logo creation and polishing of existing images for product promotion.

Prompts to Open AI's Images Tool such as ‘Make an image of a winter motorcycle riding outfit for a male rider in Sweden’ or ‘Design a cool retro motocross helmet for a French female rider’ produce interesting results, even if slightly strange. 

2024-02.2 - How does AI influence marketing in the motorcycle industry - Image 1
2024-02.2 - How does AI influence marketing in the motorcycle industry - Image 2

The key point here is, AI can do simple groundwork in these areas and the wise marketer still seeks input and assets from qualified professionals.

Predictive Analytics and AI driven targeting

By leveraging AI driven algorithms (such as Machine Learning, Predictive Analytics and Natural Language Processing algorithms) marketers can analyse historical sales data, website traffic and demographic information in huge volumes.

AI can also analyse text data from social media, online forums and product reviews to extract valuable insights about consumer preferences, sentiment and emerging trends within specific motorcycle owner communities.

This enables marketers to harness the power of AI to forecast trends and anticipate consumer demands. In turn, marketers can then run targeted advertising campaigns more effectively, optimise pricing strategies, identify opportunities for product innovation, refine their messaging and ultimately allocate advertising budgets more efficiently.

Some of this rapidly evolving AI technology is already built into platforms such as Google Ads and the Meta Business Suite. This means you can already take advantage of AI in your ad campaigns by allowing Google and Meta’s AI to curate your campaigns, find your customers in the most targeted way and optimise your ROI over time.

The expert team here at Motorcycle Marketing can help your brand to feed Google and Meta’s AI-enabled systems with the best marketing assets, set up your campaigns in the most effective manner possible and refine your product offer to whatever the relevant segment of riders are demanding.

How not to use AI in marketing

With this relatively new and rapidly improving technology we should consider how not to use AI and how to guard against its current pitfalls.

Over-reliance on automation and AI in marketing is a common mistake made by marketers. While AI automation can streamline marketing processes and improve efficiency in certain instances, excessive reliance on automated systems without human oversight does lead to errors, as set out in some of our examples above. Misinterpretation of data and language by AI can mean that you miss opportunities to connect with riders on a meaningful level.

Privacy is another important factor to keep in mind, as AI marketing technology is developing so quickly that regulators can’t always keep up. Marketers therefore need to be ready to react when regulations potentially impinge on the capabilities of the marketing solutions they rely on.

For example, ChatGPT was temporarily banned in Italy in 2023 and is still unavailable in certain territories. Do not become over reliant on an AI workflow which may not be compliant with privacy laws in the markets you are targeting.

Copyright is another issue that marketers in the motorcycle industry should consider when using AI in any element of content creation. Current AI technology may create useful pieces of copy or interesting images for marketing campaigns, but the original content the AI has used for reference and inspiration should be respected, credited and certainly not ‘copied’ in any way.

We would also strongly suggest preventing your customers from feeling like they are talking to a machine or robot, rather than a well-informed and insightful customer service agent or sales assistant.

Whilst Chatbots and virtual assistants are improving over time and might provide tangible results in terms of gathering data for sales or answering simple customer service inquiries, they are usually best implemented when backed up by a team of human sales people or customer service staff.

The day may well come when robots test ride motorcycles and help human riders decide which bikes they are best suited to ride, but we are not there yet!

Preparing for the future and using AI to your advantage

Our main recommendation here is to keep learning (see this additional Hubspot resource) about how to use specific AI technologies, whilst seeking guidance from experts such as the team at Motorcycle Marketing as to how to gradually implement AI into your workflows as and when appropriate.

Not every AI marketing tool is going to be directly relevant to your brand, your target audience or your specific area of work. Over time each relevant area of AI technology relevant to marketers will improve, so the important point is to stay informed on which tools may best serve you in your responsibilities.

Working with a solution such as ‘Grammarly’ to improve copywriting, becomes easier over time as the tool itself becomes more advanced and as you as a user feed it and set rules for it to apply. Grammarly is not new and is just one example of a plethora of continually evolving tools that marketers can experiment and learn with, whilst enhancing and optimising their day-to-day work.

Open AI’s newly launched Sora application for video generation could be a game changer but it’s still early days. The videos it produces will improve over time, it will become accessible to marketers and it will be able to produce videos from text prompts, still images and from shorter video clips which it can patch together. Learning how it works, how to use it and experimenting with it over time is the way to go.

For a glimpse into the future take a look at this video ‘Cyberpunk 2077: POV Photorealistic Motorbike Ride in 8K’ published by NextGen Dreams which features a prototype motorcycle, in a high-definition virtual world built on photorealistic graphics. Being aware of how this type of content is made, who makes it and how it develops over time will help you understand how the AI-enhanced future of motorcycle marketing may take shape. 

By incorporating AI technologies into your marketing strategies, you can gain a competitive edge in promoting motorcycle brands, improve customer engagement, and drive sales growth. However, it's essential to stay updated on the latest advancements in AI and adapt them to your specific business needs and objectives.

If you need help with optimising your workflows and improving your marketing campaigns - whether through the implementation of AI or otherwise – contact the Motorcycle Marketing team today for a free of charge consultancy session.

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Electric technology: are motorcycle brands behind car manufacturers?

2024-02.1 - Is the motorcycle industry behind the car industry when it comes to electric technology

Electric technology: are motorcycle brands behind car manufacturers?

The automotive sector is shifting away from the combustion engine towards electric and hybrid power, but the motorcycle industry appears to be trailing behind the car industry. In this article, we explore the electric motorcycle scene in depth and consider the powerful role marketing can play in changing the game.

Electric vehicles - sales data and projections

Sales figures provide a clear indication of industry trends, and in the case of electric vehicles, cars are well in the lead over bikes. Electric car sales have surged in the past five years, with projections indicating a continued upward trajectory.

Looking back at the numbers over the past couple of years, according to the European Environment Agency, “Considerable progress in the uptake of electric cars and vans in the EU was made in 2022, with 21.6% of new car registrations being electric vehicles, totalling close to two million electric car registrations in one year.”

Drilling down into the United Kingdom car market specifically, the Society of Motor Manufacturers and Traders (SMMT) figures quoted by heycar.com show that, “More battery electric vehicles (BEV) were sold in 2023 than ever before with 314,687 registrations, 16.5% of all new car sales,” states heycar.com’s report.

On the other hand, electric motorcycle sales remain modest. Statista data for 2022 for the UK states that of the 109,327 motorcycles sold in the country that year only 3,600 (or 3.3%) were electric, whilst motorcyclesdata.com report that those numbers even declined in 2023. Statista’s latest annual data for the biggest European markets also shows that electric motorcycle sales are still pretty small, with 271,383 new motorcycles registered in Italy in 2022, but only 11,400 (4.2% of the total) being electric. In France, Germany and Spain the numbers for electric bikes were between 4% and 5% of the total units sold.

These sales data trends for electric cars vs motorcycles can also be seen in the U.S. market and the discrepancy in consumer adoption between the vehicles types may be attributed to factors such as limited model availability, pricing concerns, perceived range limitation and the firmly established culture of traditional internal combustion engine (ICE) motorcycles.

What else is holding electric motorcycles back?

The conundrum for motorcycle manufacturers is that electric battery powered bikes face specific constraints compared with cars, in terms of aerodynamics, as well as battery size, weight and range.

This superb video on the struggles of electric motorcycles by FortNine is now over two years-old but is still highly relevant, succinctly summarising why it’s been hard for the main motorcycle manufacturers to make ground with electric powertrains on bikes. The video sees presenter Ryan Kluftinger build his own electric motorcycle using the frame of a vintage Suzuki TC90. 

Kluftinger then says of his bike, “At top speed I’m stuck with a single gear, so it uses batteries of power to put down enough torque just to fight wind. With cars Elon [Musk – Tesla, CEO - red] can solve the highway range problem. Give it extra slippery bodywork up top, another 1000lbs of battery below… But on a bike, my torso is what it is, I ain’t getting any more aerodynamic than this and if that [bike battery - red] weighs 1000lbs I’m gonna notice.”

He then explains that whilst electric cars are reaching 500km of highway range, for electric motorcycles that figure is far lower, between 75km-250km for many of the bikes currently on the market. Kluftinger adds, “It’s not that electric cars make sense, whilst electric motorcycles don’t. It’s just that e-motorcycles mainly make sense in the city.”   

Notable electric bikes and brands

Despite the challenges, several motorcycle manufacturers have made strides in the electric domain, showcasing the potential of electric bikes. Electric first brands such as Zero and Silence have gained attention for their electric models, whilst brands such as BMW with their CE 04 scooter and Harley-Davidson with their LiveWire models do offer electric options. But sales figures are just not comparable with ICE motorcycles – and crucially so far no ‘Tesla of motorcycles’ has truly emerged.

These bikes do demonstrate, however, that electric motorcycles can be powerful, stylish, and suitable for everyday use, especially in urban environments where they are more welcome than ever, given they don’t emit any fumes. In Barcelona, Spain, for example, there are a plethora of lower powered electric motorcycle options on the streets, with brands such as Cooltra, Yego and Silence offering bikes you can pick up and drop off across the city. There are similar options in many major European and North American cities.

Electric bicycles and electric scooters (e.g. the ones you can even ride on the pavement/sidewalk) have their place in the market too and for many commuters they make more sense than an electric motorcycle, especially as you can carry them and charge them inside your home. The big brands know this and that’s why BMW, Ducati, KTM, Harley-Davidson and Yamaha are all already making and selling e-bikes.

Electric is great for off-road

Off-road electric bikes are carving their niche as well. The SUR RON Light Bee and Storm Bee, EMX Powertrain XF30, KTM FREERIDE E-XC and the high-performance Stark VARG showcase the versatility and capabilities of electric off-road motorcycles. These models are not only environmentally friendly but also great fun to ride, dispelling the notion that electric bikes compromise on power and excitement.

The no-noise aspect is extremely exciting for the motocross and enduro scenes, expanding the realms of possibility for the sports, e.g. they can be ridden almost anywhere without annoying residents or hikers. Electric bikes are also very easy to learn to use, removing another barrier to entry for off-road riding. The challenge is getting enough venues to install charging points to take powerful, electric off-road bikes mainstream.

Interesting FIM initiatives

The FIM has made efforts to promote electric motorcycles, with the MotoE championship (for which Ducati now supplies the racing bikes) and the FIM E-xplorer World Cup (which Honda will enter in 2024) being notable examples of how the organization is actively engaging with electric technology. These initiatives provide a platform for manufacturers to showcase their electric models, fostering competition and innovation in the electric motorcycle sector.

Meanwhile, in conjunction with the FIM and their environmental initiatives, MotoGP have stated that, ‘In 2024, fuel in all MotoGP classes will be of minimum 40% non-fossil origin, and by 2027, fuel in all MotoGP classes will be of 100% non-fossil origin. The fuels will either be laboratory-created, using components sourced from a carbon capture scheme, or derived from municipal waste or non-food biomass.’

Potential future trends to watch

Those alternative fuels could well play a big part in making the motorcycle industry greener, without going 100% electric. Battery powered motorcycles can be part of the solution, if not the complete answer. As emissions regulations in Europe and around the globe get stricter, the motorcycle industry is shifting towards electric technology, with advances in battery technology, increased charging infrastructure and collaborative efforts among manufacturers driving wider adoption of electric motorcycles.

However, given the constraints of electric motorcycles outlined above, it may well be the case that hybrid bikes like the Kawasaki Ninja 7 and even plugin hybrid technology will be the way the market takes us. Electric only bikes could become a firmly established sector, whilst bikes that get at least some of their power from alternative fuels could become the natural ‘replacement’ for the traditional ICE motorcycle.

Marketing based on education and information

Marketing electric bikes presents a unique challenge compared to traditional ICE motorcycles. Emphasizing environmental benefits in cities, cost savings on fuel, the ease of maintenance, the no noise and the ‘fun-to-ride’ aspects are key selling points.

However, overcoming preconceived notions about range limitations and an accessible charging infrastructure is crucial. Marketing campaigns should focus on highlighting the performance of electric bikes, dispelling myths, and showcasing the convenience of charging at home or public stations, as they become more commonplace.

Electric engines offer a range of advantages and drawbacks that have implications which consumers will want to understand easily. Battery production and recharging still create environmental issues and therefore the evolving technology that will produce the best outcomes for the consumer, the industry and the planet will likely be different for motorcycles than for four-wheeled vehicles.

To reach potential new audiences and convince the existing rider market about new technology on their bikes, manufacturers need to tailor their marketing strategies to address the concerns and preferences of diverse consumer segments. Collaborating with influencers, creating engaging online content and participating in events can help raise awareness and generate interest.

Whether you want help with marketing a new model of motorcycle, an existing product range or a motorcycle related service, contact the experienced team here at Motorcycle Marketing for a free consultancy session.

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