What to Look Out for at EICMA 2026?

The biggest motorcycle industry event on the European calendar is just around the corner, with EICMA taking place in Milan in the first week of November. Here’s what to keep an eye out for at this year’s show in terms of important launches, rumored prototypes and the most exciting exhibits taking place.

EICMA 2026 runs from November 3-8, starting with its traditional two opening press and trade days (November 3-4) and then four days also open to the general public (November 5-8). First held in Milan early last century, it has become arguably the world's most prestigious motorcycle industry event, now attracting manufacturers, service providers, suppliers, distributors, retailers, media, professional riders and motorcycle enthusiasts from across the globe.

More than 600,000 people attended EICMA 2025 over six days. This year's event is set to break new records in terms of attending brands, and visitor numbers are expected to follow the trend.

EICMA has already confirmed 754 exhibitors representing an incredible 2,120 brands from 52 countries, with the show occupying more than 300,000 square meters over ten halls at Fiera Milano Rho.

We’ve already covered how to make the most of attending motorcycle industry shows when you’re not an exhibitor and also how to network in the motorcycle industry, including tips on how to prepare for attending a show such as EICMA.

But what about the specifics of making the most of this year’s EICMA show and how to keep track of what the main highlights are during the event? We’ve picked out a few key happenings to keep your eye on in Milan, at this year’s huge gathering of motorcycling’s great and good.

KTM's Return to the Spotlight

KTM will be one of the manufacturers to watch particularly closely at EICMA 2026. Following a turbulent period for the Austrian company, which faced serious financial difficulties in 2025, KTM is returning to Milan under the theme Back on the Grid.

The manufacturer has bounced back with impressive growth and a return to profitability in the first half of 2026 and has promised a first look at upcoming developments across its motorcycle range at EICMA, with a particular focus on off-road performance. Specific details remain under wraps, but KTM's renewed presence at EICMA will be closely watched by dealers, industry professionals and riders keen to see what comes next for the brand.

You’ll find KTM in Hall 22 at stands E05, E08, E28 and S05. With MotoGP’s revolutionary new 850cc era commencing in 2027, it will be interesting to see whether KTM and the other participants in the premier class of the World Championship - Aprilia, Ducati, Honda and Yamaha - have their new Grand Prix prototypes on display in Milan.

Indian Motorcycle’s New Ownership = New Models?

Indian Motorcycle will make its first EICMA appearance under new ownership, following its acquisition by investment firm Carolwood early in 2026 and the appointment of former Harley-Davidson executive Mike Kennedy as CEO.

The American manufacturer will provide a business update at a press conference on November 3 at 11:45 a.m. in Hall 22 at Booth 195. The brand could also take that opportunity to unveil major new 2027 models and upgrades. With sales growing across several European markets, including Germany, Spain and the UK, Indian's renewed international ambitions will certainly be worth watching closely.

Other Possible New Model EICMA Unveilings

RocketMan is a well-informed YouTube motorcycle reviewer who has tested more than 150 bikes in seven years of running his well-produced channel. So he knows his stuff. In his detailed video looking ahead to EICMA 2026, he ran through 20 new motorcycles he believes could hit the market in 2027.

He speculates that models such as the anticipated Royal Enfield Himalayan 750, the BMW F 450 R roadster, the Aprilia Tuareg 457, the Honda V3R 900 and the Triumph Daytona 800 could be unveiled at EICMA 2026. Nothing has been confirmed 100% from those manufacturers at the time of writing, so it is probably a case of keeping a checklist of what you’d most like to see and staying alert to further press conference announcements ahead of the show.

Electric Motorcycles and Urban Mobility Take Center Stage

Two years after Royal Enfield unveiled its Flying Flea electric motorcycle brand at EICMA 2024, electric mobility remains an important part of the show. Look out for developments from electric motorcycle specialist Zero Motorcycles and other manufacturers expanding their urban mobility ranges.

The Y.U.M. (Your Urban Mobility) test-ride area also returns, covering more than 8,000 square meters. Visitors can try over 40 electric and combustion-powered vehicles from ten participating exhibitors, free of charge.

The Chinese Contingent at the Forefront of Innovation

The Chinese motorcycle manufacturers will again be among the most interesting brands to watch at EICMA 2026, as they continue expanding their international presence.

Established names such as Kove, CFMOTO, QJMOTOR and Voge, alongside newer brands like ZXMOTO, are increasingly competing with traditional American, European and Asian manufacturers.

For industry professionals, it's worth paying particular attention to their latest products, brand presentation and growing European dealer networks, as Chinese manufacturers move further into premium and high-performance motorcycle segments.

MotoGP, WorldSBK and Dakar: Three Major Racing Attractions

Motorcycle racing will have an enhanced presence at EICMA this year, with the special Speed Legends exhibition in Hall 22 showcasing more than 30 historic MotoGP motorcycles alongside machines from the current championship. With MotoGP now owned by Liberty Media - the same company that owns F1 - and with the new 850cc motorcycles hitting the grid in 2027, it’s an exciting time for the series.

WorldSBK will bring its The Garage concept to the show, while the Dakar Rally returns with historic and modern rally bikes and interactive exhibits. So for racing fans, there will be plenty of legendary machinery and star names to look out for.

The Champions Charity Race Legend in the MotoLive area on Saturday, November 7, and Sunday, November 8, will bring famous riders back onto the track, as names including Troy Bayliss, Marco Melandri, Stefan Everts and Toni Bou are expected at the show.

MotoLive, ADV Riding and New Industry Players

In addition to the static racing exhibits and the Champions Charity Race Legend, there will be plenty of live action at MotoLive, with more than 60,000 square meters dedicated to racing, Freestyle Motocross and Trial demonstrations.

Elsewhere, the EICMA Adventouring area in Hall 22 will focus on the ADV and Touring scenes, while the Start-up Area will showcase emerging businesses and innovative technologies from across the industry.

Follow Social Media Channels Before and During the Show

Be sure to check out the official EICMA social media channels on LinkedIn, YouTube, Facebook and Instagram ahead of the show and keep an eye on them once the exhibition gets underway.

Those channels will provide news of what’s happening in the final few days building up to the show and the EICMA Instagram account in particular is useful for Stories, Live and Near Live content during the show, highlighting the big names present and the biggest announcements being made. That’s easier than following every post from hundreds of brands and media accounts to stay abreast of the biggest developments on the fly.

Motorcycle Marketing founder Thalassa van Beek will be in Milan from November 2-4, so if you’re attending EICMA and would like to meet up for a coffee and a chat, you can reach out to her directly. Can’t make it to Milan this year? Get in touch to schedule a video call instead, and let’s discuss how Motorcycle Marketing can support your brand’s marketing needs.

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How Are Motorcycle Riders Changing Demographically?

The Biggest Motorcycle Advertising Mistakes Part 2

How Are Motorcycle Riders Changing Demographically?

Global data on motorcycle riders suggests that while riders may not necessarily be getting younger in key established markets, the international riding community is growing rapidly and becoming increasingly diverse. For brands in the motorcycling industry evolving rider demographics trends are vital to stay ahead of when understanding their customers and potential new buyers. The Motorcycle Marketing team took a deep dive into the matter.

What Do the Numbers Tell Us?

According to the results of a Statista Consumer Insights survey published early in 2026, 50% of respondents in Indonesia, 36% of respondents in Vietnam and 33% of respondents in Thailand said they used a motorcycle they owned almost daily. Interestingly, the usage rates of men and women were very similar in Indonesia and only a little lower for women in Vietnam and Thailand.

The overall numbers of riders as a percentage of population were also high in India (23%), the Philippines (22%), Malaysia (22%), Colombia (21%) and Brazil (14%). That data is significant because the huge populations in many of these countries are relatively young and still growing rapidly. Extrapolation from the figures shows us that according to that study there are now around 336 million motorcycle riders in India and 144 million riders in Indonesia, with around half of those Indonesian riders (72 million) being female.

This contrasts with a significantly different picture in very well established motorcycle markets such as the US and UK, where there are aging populations and population growth rates are slowing.

Although both countries have a very strong motorcycle culture and heritage - in terms of manufacturing, racing and riding culture - brands face major challenges in both markets growing their sales and attracting younger riders.

An Increasing Average Age for Riders in the US and Slow Growth in the UK

Longer term data from the Motorcycle Industry Council (MIC) shows how the average age of motorcycle owners in the US grew from just 27 years-old in 1985 to over 50 years-old by 2018.

While the first half of 2026 was positive for the U.S. motorcycle industry, with a slight increase in sales from the same period in the previous year, overall annual sales have been declining in the country, by 5% in both 2024 and 2025.

There are also fluctuating sales in the main European countries, with combined new motorcycle registrations in five of the largest European markets (i.e. France, Germany, Italy, Spain and the UK) declining by 12.9% in 2025, compared with 2024 (when 1,150,852 new bikes were registered).

Of course the data differs within the different key European markets, though tellingly from British government figures analyzed by MCN, the number of people taking and passing their motorcycle test in the UK is not growing much at all. The total figure has been at about the 40,000 per year mark for the last 10 years.

In addition, the percentage of women passing their test in the UK has remained at around 7 to 10% of the overall number each year for the last 20 years, with the British motorcycling community still being around 90% male.

Can the Industry Cater Better for Female Riders?

MCN put this continued male dominance in the UK down to several factors including some which are cultural and some which are community based. Average female rider height not being catered for is among the reasons given, as for shorter riders the most popular models can feel too big to ride comfortably, without the motorcycle being lowered by a mechanic or custom builder.

“The average seat height of 68 of the most popular models of motorcycle from the main manufacturers; Yamaha, Suzuki, Aprilia, Ducati, Triumph, Honda, BMW, Kawasaki and KTM is 829mm,” state MCN. “That’s 32.6 inches, so when you think that the average woman’s leg length is around 27 to 29 inches, it’s no wonder shorter riders struggle.”

In addition to offering more smaller model options to potential riders, there are many more simple moves the industry could make to encourage female riders to become motorcycle owners.

Encouraging more women to become instructors, making motorcycles easier to adjust/customize, promoting women’s riding groups, supporting female influencers and creators and creating advertising/marketing campaigns aimed specifically at women are logical easy wins, which could make a big difference in countries and cultures where less women currently ride.

The FIM Women's Circuit Racing World Championship (WorldWCR) is already in its third season with the riders battling on Yamaha YZF-R7 motorcycles and with World Champions such as Maria Herrera and formerly Ana Carrasco providing inspiration for younger female riders globally.

The Main Challenges Simplified

Getting more women to ride motorcycles is only part of the equation and without over complicating the matter, smart marketers working for both traditional heritage brands and newer, younger marques should be thinking about two main challenges:

How to appeal to new riders (both female AND male) in countries where populations are aging and sales of motorcycles have been flatlining and declining.
How to ensure their brand is front of mind, available and attractive to the huge numbers of younger AND older riders in the emerging markets mentioned above, where potential growth is massive.

The Middleweight Motorcycle Revolution

The motorcycle industry is already reacting to the changing demands of riders internationally and the huge growth of the sub 500cc category is a phenomenon we explored in a previous article.

We can expect that trend to continue for many years to come in both emerging and established markets. Middleweight and even smaller capacity motorcycles, available at increasingly competitive prices, can continue to attract new riders to the road.

Triumph’s Speed, Tracker, Thruxton and Scrambler 400 XC models and Royal Enfield’s Hunter 350, Scram 411 and Guerrilla 450 bikes are relevant examples. Honda have reacted with their GB350S, while brands such as CFMOTO, Voge and Zontes are providing more competition in the category and therefore greater choice for riders.

Triumph is meeting the dual challenge of selling strongly in its home market, while also growing significantly in Asia, doubling volumes sold in just five years and selling particularly well in India through their strategic partner Bajaj Automotive.

They are doing this by maintaining the quality of their motorcycles while expanding their mid-size range and offering customers affordable models to reduce barriers to entry.

Gone are the days of brands exclusively pushing motorcycles closer to the $20,000 mark, when there are cool, reliable and practical options on the market even in the $4000-$7000 range.

Premium motorcycles and apparel brands will not disappear, but the brands ready to bring a premium feel to a younger, less wealthy mass market will make huge ground in the decades ahead.

Affordable, Relatable and Versatile ADV and Dual-Sport Models

Whereas in the past motorcycle riders may have got into riding by watching racing on TV, seeing bikes on the street or being encouraged to ride by a family member, the impact of social media and the growing popularity of the ADV scene has widened the appeal of riding to new audiences across expanding territories and terrains.

Midsize and smaller ADV motorcycles (think BMW G 310 GS, KTM 390 Adventure, Honda NX500 and the highly popular Royal Enfield Himalayan) along with smaller trail-focused dual-sports bikes (like the Honda CRF300L/Rally, Kawasaki KLX300 and Yamaha WR125R) open up new possibilities to a wider array of riders.

Again, younger brands such as Voge, CF Moto and Kove are bringing more consumer choice into the mini ADV and smaller dual-sport categories.

The current appeal and potential future sales growth of motorcycles which can be comfortably ridden in bustling African, American, Asian and European cities, yet can also handle the demands of going off-road are obvious. These types of motorcycles are a logical choice for younger, newer and less experienced riders and are a great option for those living in areas where road networks are not yet as well developed.

Meanwhile, in more established markets such as the UK and the Netherlands, anecdotally the crowds at events such as the RIDE Festival and DARE are noticeably younger and more diverse than at an average motorcycle event 10 years ago.

Adventure travel, motorcycle camping, overlanding, and exploring remote gravel roads have created communities that are less focused on speed and performance, and more on experiences. This makes riding appealing to people of all ages, backgrounds and demographics, including many who may never have previously considered owning a motorcycle.

Urban Mobility and Viable Electric Options

Motorcycles are increasingly being used as practical transport rather than purely leisure vehicles. European motorcycling body ACEM (Association des Constructeurs Européens de Motocycles) continues to promote motorcycles as part of the future of urban mobility, highlighting their ability to reduce congestion, ease parking, reduce emissions and provide an affordable transport solution.

Scooters and small-capacity motorcycles continue to attract first-time buyers thanks to their low purchase prices, excellent fuel economy and comparatively low running costs.

Electric motorcycles are also bringing new audiences into the market. The motorcycle industry has lagged behind the car industry in electric tech, due to the complex engineering challenges of delivering strong performance on two wheels via battery-powered motors.

However, brands including Silence, Stark Future, Surron and Zero are making significant progress, offering cleaner, simple, low-maintenance alternatives that are easier for inexperienced riders to own and operate. As electric vehicle adoption continues to accelerate across China and other Asian markets, improved battery technology and charging infrastructure are likely to drive further growth in electric motorbikes.

Social Media and Digital Creators Reach New Audiences

Today's new young riders are discovering motorcycles through TikTok, Instagram and YouTube, rather than through magazines, watching racing or visiting dealerships.

Travel creators, female riders, custom builders and adventure influencers are inspiring these new, younger, diverse international audiences by sharing authentic riding experiences. For brands, supporting creators and building engaged online communities is now arguably more important than showroom marketing.

The New Motorcycle Audience Is Not Simply Replacing the Old One

The traditional motorcycle audience has not disappeared, rather it has expanded. Motorcycles now appeal simultaneously to younger and older riders, commuters, women, Gen Z riders, adventure travelers, custom enthusiasts and electric commuters. Rather than replacing existing customers, these groups are broadening the industry's appeal and creating new opportunities for brands.

The fastest-growing segments are no longer dominated by large-capacity touring or sports motorcycles but by affordable middleweight bikes, adventure riding, urban mobility and electric models.

With the global motorcycle market projected to grow from $155 billion in total value in 2025 to around $220 billion by 2036, brands that reduce barriers to entry and adapt their products and marketing to these changing demographics will be best placed to benefit from that long-term growth.

Understanding how motorcycle riders are changing is only valuable if you act on those insights. At Motorcycle Marketing, we help brands turn industry trends into effective marketing strategies, from social media and influencer marketing to content creation, SEO, advertising and PR. If you’d like to reach the next generation of riders while continuing to engage your existing audience, get in touch to discuss how we can help your brand grow.

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How Motorcycle Dealerships Will Evolve Over the Next Decade

As retail continues to transform in the digital and AI era, so motorcycle dealerships must continue to revolutionize their businesses in the years ahead. Successful motorcycle dealerships will become digitally enhanced entities selling via both e-commerce and traditional in-person transactions. Meanwhile those that remain simply large, shiny shops only selling motorcycles and over-relying on reselling finance packages from manufacturers, can expect a tough time. In Motorcycle Marketing’s ultimate guide to the dealerships of the future, we will dive deeper into the trends we’re seeing and give a full overview of what we expect to continue evolving over the decade ahead.

From the diversification of their core business, to the increasingly strong online presence that will be required, other changes will include becoming part of the wider riding lifestyle and experiences of their customers, embracing the move to electric bikes, offering ever more flexible financing models and having less attachment to fixed physical spaces.

How Dealerships Will Diversify Their Businesses

Dealerships in the future will continue to expand to incorporate ‘third spaces’, such as cafes, service centers for maintenance, workshops for bike and apparel customization and fitting and event spaces for rider communities to gather and interact in.

They will sell not just new motorcycles, finance packages and warranties, but also wider ranges of apparel and gear, experiences, pre-owned vehicles, subscriptions and servicing.

We expect successful future dealerships to strive to become meeting points and hubs for the communities and lifestyles of the specific motorcycle niches they are selling into.

Working Authentically with Popular Local Riders

Future-proofed dealerships will also build close relationships with respected local influencers and popular riders, in order to strengthen their visibility in key communities and their brand credibility.

They will host Q&A sessions, coffee rides, workshops, launch nights and meet-and-greets featuring these riders, turning their dealerships into cultural hubs where riders connect, learn, socialize and engage beyond simply buying motorcycles.

The Expert Eye: Opinion from the Shop Floor

Industry professional Tamara van Geest, who herself has been riding motorcycles for more than three decades and works full time in a dealership in her native Netherlands, backs up these assertions, saying, “You see that all the customers are very enthusiastic about our motorcycle store and many hope to become part of a brand community or join groups around specific types of motorcycle like enduro or race bikes.”

Future trends are likely to evolve from the current popularity of specific riding styles and aesthetics.

As Tamara puts it, “In the city you see many urban guys and girls who are not that experienced with long distance or higher spec bikes, but go for ‘TikTok looks’ and don’t really care so much what engine they have in their bikes. What we see in Holland is that clothes are more important than ever. For some not only the looks, but also the quality of the material. So that is very good for the future.”

Yamaha Off-Road Experience Centres in the UK have already been around for several years and highlight the Japanese manufacturer’s understanding of moving beyond hard-selling in physical spaces, previously detached from where people really want to ride.

At their Off-Road Experience Centres they can organize group ride-outs and develop closer ties to riding communities by offering test rides in the right environment and over ideal terrain for their potential customers.

After-Sales, Cross-Selling, and Upselling

More smart dealerships will follow this trend in the future and go beyond closing an initial sale, to develop ongoing ties with their customers.

This can be highly commercially valuable in both the short and long term. Dealerships should seek to have a highly engaged CRM database which they use to activate partnerships with wider arrays of companies and brands for whom they act as resellers.

These partnerships can allow them to offer breakdown cover, insurance, navigation apps, e-commerce, customization/detailing services, helmet and tire upgrades, festival tickets and even holidays and tours to customers.

Fully Embracing E-Commerce

Future-leading motorcycle dealerships will operate both physically AND digitally as sophisticated lifestyle brands, not just retail showrooms. They will combine a high-performance website with seamless e-commerce, strong SEO and active social media.

Their online presence will blend motorcycle sales with entertainment, education, rider culture and community engagement through video content, events and influencer collaborations.

Successful dealerships will run consistent paid media and PPC campaigns to generate leads, promote stock, sell experiences and drive online purchases. Reputation management will become critical, with dealerships actively encouraging satisfied customers to leave high-quality reviews across Google, Trustpilot and social channels.

This is exactly how the excellent dedicated Ducati dealership MotoCorsa in Portland, USA, already operate. Their online and physical stores already extend beyond motorcycles into apparel, riding gear and accessories from major brands such as Alpinestars, while they have also developed their own branded merchandise to strengthen customer loyalty and generate additional revenue streams.

AI Must Be Harnessed, Not Ignored

Motorcycle Marketing’s team expect to see successful motorcycle dealerships increasingly employ dedicated AI specialists, alongside traditional digital teams. AI will be used to enhance logistics, automate sales and marketing processes, personalize customer communication and improve after-sales support.

Intelligent systems will optimize websites, power chat support, predict stock demand and identify emerging consumer trends before competitors react. Dealerships using AI effectively will be faster, more efficient and more responsive to shifts in rider culture, helping them optimize products, experiences and marketing campaigns.

Ready to Be Constantly on the Move

Motorcycle dealerships will also become far more mobile and flexible in the years ahead, with commercial activity less frequently limited to a single permanent showroom. The ability to quickly create pop-up retail and experience spaces wherever riders gather, including at festivals, races, trade shows and Grands Prix, will become increasingly important.

Successful dealerships will take their products directly to riding communities, creating more dynamic, visible and experience-driven customer engagement, rather than waiting for the footfall to come to them.

Flexible Financial Modeling Is Vital

As consumer habits shift and younger riders prioritize flexibility, the business model of motorcycle retail will continue to evolve. Dealerships will increasingly buy, refurbish and resell older motorcycles, creating stronger pre-owned markets and recurring revenue streams.

Hybrid ownership models will become more common, combining part-finance agreements with leasing options to reduce upfront costs for riders.

Some businesses may also introduce subscription services, rentals and shared ownership schemes, particularly in urban areas where customers value access and convenience over full ownership. Forward-thinking operators will treat mobility on two-wheels as an ongoing service, not simply a one-time transaction.

A Stretched Market: Greater Top-End and Low-Cost Options

From her perspective Tamara van Geest expects plenty of people to keep buying motorcycles, perhaps increasingly so at both ends of the cost spectrum. “What we see is that many people go for a new bike, in Holland lots of young people spend a lot of money on their bikes,” she comments. “We think that for the future it will be very diverse. Some riders will go for very exclusive bikes and some will just go for cheaper bikes.”

“More exclusive bikes and shops will make an appearance, while cheaper bikes will be more popular and will provide more competition between manufacturers.”

She concludes. “I think the gap between poorer people and richer people will be bigger in the future. But it also depends on the conflicts and the energy transition in terms of how the future really will be. Our customers are not really in to that at all. They just go riding for themselves, to enjoy it and for their happiness. In the future I don’t really think that will change.”

A Bright Future Ahead for the Smart Operators

Over the next decade, the world’s best motorcycle dealerships will no longer simply sell bikes. They will build communities, embrace lifestyles and niches and develop long-term customer ecosystems around riding culture.

Those willing to embrace digital innovation, AI, flexible retail models, cleaner technology and authentic community engagement will thrive. Those unwilling to evolve beyond traditional showroom thinking risk becoming increasingly disconnected from the next generation of riders and the rapidly changing future of retail.

Want to future-proof your dealership? At Motorcycle Marketing, we help motorcycle dealerships grow through strategic marketing, content creation, SEO, social media, advertising and community building. Whether you're looking to increase workshop bookings, sell more motorcycles, strengthen your online presence or build a loyal rider community, we'd love to help. Get in touch to discuss how we can support your dealership's growth over the years ahead.

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Who Really Influences Motorcycle Buying Decisions Today?

When it comes to making a motorcycle purchase decision, there are numerous factors that come into play in the buyer’s mind. How much of a role do influencers play in the process? That’s the question we’ll be answering in the latest edition of the Motorcycle Marketing blog. We’ll evaluate the influence of ambassadors and content creators, the specific role of YouTube reviewers, the importance of friends and family and the difference between big name influencers and micro-influencers on the buying process.

We’ve spoken to industry professionals to get their views on how important influencers and content creators are to brands, as well as examining wider statistical data on the topic to bring you the inside line.

We've written before about how to find the right motorcycle influencers and how to make those relationships work, so here we’ll focus on the evaluation of the impact those partnerships can have in the real world.

"They Play A Key Role In Making The Right People Aware"

In terms of direct industry expertise on the topic, first we asked Can-Am’s Partnerships Specialist Jarret Cofer if he believes influencer collaborations can drive direct sales for brands.

Jarret commented, “I absolutely believe influencers and ambassadors can drive direct sales, today more than ever. I know I don’t buy anything without watching at least five third-party YouTube breakdowns on the product. Their impact is hard to put an exact number on but, they play a key role in making the right people aware that our products exist and could provide value to their lives.”

When it comes to assessing the importance of influencers on consumer (rider) buying decisions compared to friends and family, Jarret has a clearly defined view.

He explains, “I think of influencers and other content creators as friends you just haven’t met in person yet. Their opinions and how they showcase the product in use is still highly respected and valued by consumers.”

“Guide A Consumer Through Research And Consideration”

“Some partners are focused on the higher levels of the marketing funnel to gain awareness with the right audience, but more niche content creators, specifically those who focus on feature details, product reviews, latest releases and so on, are lower in the funnel and help guide a consumer through research and consideration, leading them toward purchasing once they’ve found the right product for them.”

When asked what he looks for in influencers and what he expects from influencer collaborations, he replies, “When searching for new influencers or brand ambassadors to partner with, the first thing I look for is brand and strategy fit. They must be aligned with who we are and who we’re trying to reach.”

“After that, I look for authentic and engaging content. Engaging content can lead to millions of views, but if it’s not authentic, real buyers will notice and will look at it as disingenuous and off-putting.”

The Influencer Perspective: Authenticity And Answering Follower Questions

Lola Zopfi, Ambassador for Yamaha Motor Benelux, gives her perspective on the influence she has. "I’m a presenter and ambassador for Yamaha Benelux, and an influencer. I often struggle with that last word, because when I look at other influencers in the online world, I often see things that feel too forced to me. Buy this, use this code, click on my link…”

“Still, I’m definitely an influencer, because I promote products too,” she acknowledges. “I just try to set myself apart by keeping my videos authentic. I really show my reaction when I’m riding: enthusiastic, genuine, and happy.”

“I’m honest when I find things difficult: in my videos about off-road riding, you can see how often I fall and how frustrating that is,” Lola adds. “And I only promote products I truly believe in. That’s why I get a lot of comments from people who want to know more. They see how enthusiastic I am about a product and then want to learn more.”

“I get the most diverse questions” states Lola. “From compliments about my videos and how they cheer people up, something I find very important, to questions about tires, navigation systems, and which motorcycle to buy.”

“The more I respond to my followers, the more they feel seen and heard. That’s why I always reply to my DMs and try to help the motorcycle community as best I can.”

Leonoor Fischer, influencer and brand ambassador for multiple premium brands, also explains: “I quite often get asked how tall I am and how I manage with my motorcycle. Over the past few years, I have also frequently received questions about my bike because people wanted to buy the same one. Think of my user experience, problems encountered, and which accessories I have added.”

“Following that, I eventually received messages from many of them saying that they had bought the same bike. That is really a funny part of being visible online.”

The statistics directly back up Jarret’s thoughts and Lola and Leonoor’s experiences, with studies showing that 75% of people now use social media for purchasing advice and 69% of consumers trust influencer recommendations.

Macro To Micro Influencers: Along The Purchasing Funnel

Working with and ensuring a presence on the YouTube channels of the biggest motorcycle content producers – think RevZilla, Fortnine, MotoBob, Freddie Dobbs and Big Rock Moto – is a key part of the puzzle for reach at scale.

Riders watching reviews on those channels will see that the creators and channel owners review a wide array of motorcycles and the reviewers have in-depth knowledge per riding discipline or model category.

Meanwhile, smaller influencers play their part in a significant way. With their niche audiences, when their location, content style, riding style and personality matches with a brand’s key target audience they can enhance customer affinity in a highly effective manner. “Authentic and engaging,” as Jarret from Can-Am puts it.

Yamaha: Working With Big Name Stars And Community Connections

A potential Yamaha customer in Poland might first see an advert for the Ténéré 700, see other riders enjoying the bike on the roads and trails, watch some prominent YouTube channel reviews and then finally see a relatable rider like Kewin Krawczyk on the bike and think, “If Kewin rides the Ténéré, I’ll give it a go too.”

That local credibility and connection sits at the heart of Yamaha’s Community Stories initiative.

Yamaha knows that potential customers can be drawn to the brand through the exposure they get from their biggest riders, such as Pol Tarres, Fabio Quartararo or Valentino Rossi back in the day, yet seeing ‘normal’ riders who look like them enjoying their first XSR700 rides can be the sign that finally persuades them to open their wallet.

Technical Brilliance And Family Values

Taking the example of Ducati, whose dominance in WorldSBK and MotoGP in recent years means the brand is rated highly from a technical perspective. Perhaps a female 25 year-old potential customer has grown up with her family watching the Italian brand win race after race on Sundays.

This future Ducati rider then sees a Fortnine video titled ‘The Best Adventure Motorcycle – Ducati DesertX Review’. Next, they start following @laila.cris_ on Instagram and it’s one of her videos that really generates a keen interest in the DesertX V2.

They discuss the bike with their father and aunt, who both also ride motorcycles and both love Ducati, and within days, the Italian manufacturer has another young customer on its standout ADV model.

The family and friends connection is important. Given the information overload many feel in the digital era, maybe it’s not a surprise that internet users' leading source of brand discovery in the United States was Word of Mouth according to a 2025 Statista study.

It’s All About The (Consumer) Journey

Influencers rarely operate only at the final conversion stage. Brand ambassadors such as MotoGP riders and big name content creators on YouTube typically drive awareness, while mid-tier reviewers help with comparison and validation.

Local riders, micro or nano-influencers and word-of-mouth via personal connections often provide that final vote of confidence that turns interest into transactions - especially when buyers are evaluating their first ADV bike, first A2-licence motorcycle or moving into a new riding category.

For brands in the motorcycle industry in 2026, the most effective tactic is not choosing between influencers and traditional marketing, but integrating both into a coordinated rider-focused strategy, focused on trust. Riders buy from other riders.

If you’d like help developing an influencer marketing strategy, building ambassador relationships, or strengthening other parts of your marketing funnel, we’d love to help. From influencer marketing and content creation to social media, PR and advertising, Motorcycle Marketing helps brands connect with riders and turn attention into action. Get in touch to discuss how we can support your brand.

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How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond Across the globe sales of 300cc-500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs […]

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How Sub-500cc Motorcycles Took Over Europe, The UK And Beyond

Across the globe sales of 300cc–500cc motorcycles have been booming and it’s easy to see why. Light enough to be easy to handle, capable enough to commute on, tour with and hit dirt roads on, they come without the price and weight of big ADVs and other larger bikes.

In Europe, A2 licensing encourages newer riders toward smartly tuned midweights, while brands have responded with mini adventure, dual-sport and modern-classic models that look and feel like their bigger counterparts.

In the UK, registration data shows strong momentum in the mid-capacity band, with 126–500cc internal combustion engine bike registrations up 26.1% year-on-year in 2024, according to the Motorcycle Industry Association.

In this Motorcycle Marketing blog article, we consider what’s been driving the growth, the standout models that have dominated UK, European and global popularity in the last three to four years and which manufacturers have been part of the success story. We’ve also included a practical view of the best bikes in class, plus the sales stats and key market signals that show this is not a passing trend.

Exploring What Is Available In The 300–500cc Range

The 300–500cc motorcycle segment mainly comprises three main sub-groups of motorcycle type that serve slightly different rider needs.

At the lighter end sit simple, trail-focused dual-sports around 300cc, which are motorcycles designed for durability, low weight and strong off-road capability. Models such as the Honda CRF300L/Rally, Kawasaki KLX300 and Yamaha WR250R have built strong followings across Europe and in key markets such as the US, whilst the Voge 300 Rally is a well-regarded newcomer.

The second group consists of mini-ADVs and A2-friendly midweights in the 300–500cc range, offering more road comfort, touring ability and technology while remaining approachable for newer riders.

Bikes such as the BMW G 310 GS, KTM 390 Adventure, the Honda CB500X (now replaced by the NX500), Benelli TRK 502 and the CFMOTO 450MT / IBEX 450 are examples here, whilst the Royal Enfield Himalayan has famously sold very strongly in the past three to five years. The KOVE 450 Rally is an adjacent street legal Dakar-style rally bike which has also been turning heads.

Smaller Motorcycles For The Street

Then you can add into the mix café racer-style, scrambler-inspired and modern-classic style bikes, with brands creating lines to sit in the A2-friendly performance window.

Triumph’s Speed, Tracker, Thruxton and Scrambler 400 XC models and Royal Enfield’s Hunter 350, Scram 411 and Guerrilla 450 bikes are relevant examples.

That shift towards 400cc engines in the modern classic style has been driven by affordability, licensing rules, fashion, usability and global market strategies, rather than pure performance.

Triumph Going From Strength To Strength

One of the manufacturers that has been pushing on hard with sales of bikes in this capacity range is Triumph, led by John Bloor, who bought the British brand from liquidation in 1983 for £150,000 (approx $200,000).

Triumph designed the 400 platform specifically to sit comfortably within Europe’s 35 kW / 47 hp A2 licence limit, offering new riders premium branding and design at an approachable price.

Their 400cc models are designed to deliver a fun, agile and confidence-inspiring ride for riders of all ages and experience levels.

In 2025 Triumph’s global sales hit an all-time record for the sixth successive year according to motorcyclesdata.com, with the popularity of their 400cc models contributing to the success story. The company sold more than 140,000 motorcycles last year, doubling volumes in just five years, expanding their product range into the 600cc and then 400cc categories.

This has been achieved by expanding sales efforts outside Europe (India, China and ASEAN) in particular with smaller engine models.

Triumph Motorcycle’s Chief Commercial Officer Paul Stroud last year stated: “Our growth is even more remarkable when you take into account the sales of Triumph Motorcycles being achieved by our partner Bajaj Automotive in India, where in 2024 they sold 29,736 Triumph 400’s taking our total global sales including India to 134,635 Triumph motorcycles. That’s 64% more than in 2023, and an incredible 123% increase since 2019.”

300cc-500cc Sized Motorcycles Which Are Viewed As Premium

Triumph has played a major role in legitimizing smaller capacity motorcycles as premium and the company explicitly points to entering the sub-500cc segment as part of its record global sales momentum.

The motorcyclesdata.com analysis here is telling, as they write: “A 400cc model, with premium shape and top technology, is considered a premium and expensive model in Asia, South Asia and Latam, while being anyhow affordable for the local middle and upper customer class. The same model, distributed in Western Markets (US, EU, Japan, Australia and others) represents an entry level allowing brands to get new customers in search of easy-drive, affordable and distinctive bikes.”

Meanwhile, Royal Enfield recorded monthly sales of 104,322 motorcycles in January 2026, reaching a milestone of more than one million sales in a record 10 months.

The strong growth of the Indian manufacturer has been driven considerably by the brand’s mid-capacity lineup, including the Himalayan, Hunter 350, Meteor 350, Bullet 350, Classic 350 and Goan Classic 350.

It is interesting to examine the January 2026 sales data in greater detail, with 92,998 of those 104,322 motorcycles sold being models with engine capacity up to 350cc, whilst there were 11,324 sales of Royal Enfield models with engine capacity exceeding 350cc. So 89% of Royal Enfield’s sales are under 350cc.

Some Of The Best Sub-500cc Motorcycles

Staying with Royal Enfield for a moment more, the Himalayan is regarded as an excellent option at entry level in the ‘mini-ADV’ category, whilst the Honda NX500 is another solid all-round road-first mini-ADV. KTM 390 Adventure is seen by many as the best ‘proper’ small adventure bike for off-roading, with its sharp chassis and strong tech from the Austrian brand.

There have been credible industry debates about whether the CF MOTO 450MT / IBEX 450 was the best A2 ADV motorcycle on the market in 2025.

In terms of the best lightweight dual-sport models you can’t go far wrong with the aforementioned, popular CRF300L/Rally, Kawasaki KLX300 and Yamaha WR250R models.

When it comes to street friendly modern-classics, café racers and scramblers, in addition to the superb Triumph 400cc range and Royal Enfield’s strong 350cc offerings mentioned above, the Husqvarna Vitpilen 401, the Honda CB350RS and the CFMOTO 450CL-C are all aesthetically pleasing and reliable options.

Why It All Makes Sense

Overall, with motorcycles of this size their increasing popularity makes sense. The cost-of-living realism which has bitten hard in many developed nations over recent years means riders will look evermore closely at getting the best value for their outlay.

After-sales upgrades, accessories, fuel, insurance, replacement parts, tires and servicing can typically work out being less expensive than on bigger 600cc-1300cc ADVs and road bikes.

Smaller motorcycles have also established a strong foothold in the growing ADV, dual-sport and modern-classic scenes as shown by the sales stats we looked at above.

The manufacturing powerhouses in India (Eicher, Hero MotoCorp, TVS and Bajaj) and China (CFMOTO, QJMotor) have been alert to these trends, delivering credible quality at aggressive prices, especially in the sub-500cc class, forcing the European and Japanese legacy brands to respond.

Long may the improvements continue, with smaller engine capacity motorcycles bringing more riders than ever onto roads and trails worldwide.

Want to position your brand for what's next? Here at Motorcycle Marketing, we help motorcycle brands translate industry trends into effective marketing strategies. From content creation and advertising campaigns to SEO, social media and PR, we work with brands across the industry to reach the right audience and drive real results. Get in touch to discuss how we can support your marketing in a rapidly evolving motorcycle market.

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Motorcycle industry event calendar 2026

Which motorcycle industry events should you attend in 2024?

Motorcycle industry event calendar 2026

In the dynamic motorcycle industry, events remain a cornerstone for connecting enthusiasts, professionals, brands, and riders. As we kick off 2026, 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 2026 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 2026 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:

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: January 7 - 9
Location: Anaheim, CA, USA
Website: aimexpousa.com

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 23 - 25
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 30 - February 1
Location: Helsinki, Finland
Website: mp.messukeskus.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 19 - 22
Location: Utrecht, The Netherlands
Website: motorbeursutrecht.nl

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 26 - March 1
Location: Lyon, France
Website: salondu2roues.com

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 27 - March 8
Location: Daytona Beach, USA
Website: daytonabeach.com/bike-week

DARE - Dutch Adventure Ride Experience

DARE is a two-day adventure riding event created by riders, for riders. This new innitiative will be the place to be for all ADV riders from the Netherlands, Belgium, Luxembourgh, Germany and beyond to connect and enjoy all the latest the scene has to offer. Expect test rides, private off road trails for all levels, talks, exhibitors and great entertainment.

Date: April 25 - 26
Location: Loon op Zand, the Netherlands
Website: dare-event.com

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 17
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 22-24
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: June 4 - 7
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 10-14
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 26-28
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 16-19
Location: Grimsthorpe Castle, UK
Website: mallelondon.com

RIDE The Moto Festival

An outdoor motorcycle festival hosted in Ruhpolding, Germany, celebrating the spirit of riding, featuring ADV, Custom, Enduro, Tourer and Scrambler bikes, live music, and a unique atmosphere. Organised by Bad & Bold and Mosko Moto, the event will be the successor of MaxlRIDE.

Date: July 24 - 26
Location: Ruhpolding, Germany
Website: ridemotofestival.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 4-6
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 5-8
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 21-29
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 3 - 6
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 25 - June 6) or the Goodwood Festival of Speed (July 9 - 12) 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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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.

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

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

Builds Trust and Loyalty

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

Positions the Brand as an Industry Leader

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

Attracts Organic Advocacy

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

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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Ten Tips for Marketing to New Motorcycle Riders

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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Ten Tips for Marketing to New Motorcycle Riders

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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