How to market to riders of different age demographics & skill levels
As trends and fashions evolve in the motorcycle industry, understanding the diverse preferences and skill levels of riders is paramount. Various demographics in the riding community require a tailored marketing approach and in this article we’ll explore how brands can target different age groups and skill levels with precision.
Appealing to the younger generation of riders could include embracing innovation, style, connectivity and sustainability. Meanwhile, for older riders, safety, reliability, heritage and trust might play more significant roles in their purchasing decisions.
Appealing to younger and inexperienced riders
Convincing younger and newer riders to choose motorcycles over other forms of transportation requires emphasising some of the numerous benefits of riding, whilst also reducing the barriers to entry which might be holding them back.
Before buying a motorcycle for the first time many new riders will consider various factors such as overall cost, payment options, insurance cost, ease of rideability, the environmental impact, style and design, plus the sense of freedom and adventure a motorbike can provide.
Mutt’s superb range of 125cc Café Racer and Scrambler style models are specifically aimed at bringing young or inexperienced riders into the scene in style. Given their commercial success it would not be a surprise to see their range of bikes continue to expand, whilst other brands clearly try to copy their business model.
Manufacturers and their marketing departments should be thinking, ‘are we doing enough to make it onto lists such as Adventure Bike Rider’s 11 of the best 125cc adventure bikes money can buy or Visor Down’s Best beginner motorcycles for learners and new starters?’
A plethora of options in the 125cc market
In truth, there has probably never been more on offer for riders at the 125cc engine capacity level and below – these are bikes which of course can be ridden before riders graduate to a full A2 motorcycle license in most Western countries. Manufacturers are increasingly considering features such as low seat height, adjustable power delivery, electronic rider aids and lightweight construction. Yamaha's XSR 125cc, with its accessible ergonomics and smooth power delivery, is ideal for novice riders.
Also offering flexible payment options, whereby customers pay monthly or quarterly for bikes and gear can clearly make a big difference.
When it comes to accessories, 24MX cater specifically well to the entry-level off-road market and have even created their own brands such as Raven which are affordable for those starting out with smaller budgets.
Motorcycles also offer significant fuel savings and lower maintenance costs compared to cars and smart brands will emphasise the economical aspect of riding in their marketing campaigns. The cost of insurance is a particular consideration especially for younger riders seeking more powerful machines, so there is an opportunity in the market for manufacturers and dealerships to collaborate with insurers to offer more innovative and affordable options.
The electric conundrum
With increasing environmental awareness, especially amongst younger people, electric and hybrid motorcycles could provide a win-win for younger riders and those new to riding motorcycles, in particular in urban environments where charging is easier and restrictions on emissions are often stricter.
The zero emissions, minimal maintenance, ‘no noise’ and ‘no clutch’ aspects of electric bikes give them obvious appeal to eco-conscious younger or new riders, especially as they may not be so attached to the traditions of internal combustion engine machines.
However, going fully electric is a huge challenge for the motorcycle industry, a subject we have covered in depth previously here on the Motorcycle Marketing blog. But cheap, fun electric motorcycles like the Surron Ultra Bee are extremely popular with the younger demographic in the UK for example.
Even whilst we wait for the bike industry to pivot more towards electric motors and alternative fuels, marketers can already emphasize the green benefits of riding traditional motorcycles, such as lower fuel consumption, lower carbon emissions during production and sustainability through upcycling or electric conversion of older bikes.
The impact of live events
For many youngsters attending live events, such as industry shows, festivals or World Championship races is a gateway into a lifetime love affair with motorcycles. Catering to younger audiences at those events, with special offers, interactive initiatives, test rides, riding academies and workshops can result in gaining customers for decades into the future.
The motorcycle industry has come a long way in terms of safety awareness and the development of hardware and equipment to improve security. Continuing to place a focus on these important issues is vital for brands in our industry, as we collectively educate younger riders, new riders and their family members on safe riding.
How to market to older and established riders
For older riders, brand heritage, performance, comfort, reliability and building collections can play a major role in their decision making when it comes to buying bikes and gear.
Harley-Davidson's bikes, renowned for their comfortable seats and ergonomic designs, have classically catered to this demographic seeking a relaxed riding experience for many decades, with many other brands aiming to tap into that market segment.
In addition to touring bikes, an interesting trend in recent years has been the increased popularity of adventure bikes and dual-sport machinery. These types of bikes can be hugely appealing to older, suburban based riders who may need a bike to commute with during the week but want to escape for longer or off-road rides at weekends.
Royal Enfield have enjoyed huge success with their Himalayan 450 which has allowed them to build on the heritage and tradition of their revamped brand, whilst offering a practical model which allows riders to take their off-road and adventure riding to the next level at a highly reasonable price point. We can expect more brands to foray into the small and mid-size adventure market in the coming years, as many urban riders look to expand their horizons.
The revival and rise of Triumph over the past 20 years under the leadership of the Bloor family has been a phenomenon, playing on the rich history of the brand and creating an impressive range of mid to large size motorbikes, particularly popular with older or more experienced riders.
The Triumph Factory Custom program further builds on that heritage, offering ‘an exclusive limited edition lineup of ultra-premium custom motorcycles that represents the best of Triumph Motorcycles.’
Norton is another classic British brand leveraging nostalgia to attract experienced riders who want to stand out from the crowd. Inspired by vintage English motorcycle design, the Birmingham based brand are aiming at the luxury end of the market, with top-end models for riders who appreciate timeless design and craftsmanship. Their bikes and the associated branding is not aimed at beginners.
Advanced features to enhance the experience
All the major brands now incorporate advanced features, such as weather modes, traction control, adaptive headlights, electronic throttles and cruise control on many of their bikes. These may offer reassurance to older riders regardless of their ability level and are also excellent upgrade options for established riders who may wish to stay brand loyal whilst renewing their machinery.
Experienced, street-wise riders may also be more willing to part with their cash to acquire riding gear with advanced technology such as airbag jackets, to purchase premium bike accessories for longer rides or to sign-up for membership of services such as REALRIDER, with its innovative Motorcycle Crash Detection & Emergency Alerting smartphone app functionality.
More experienced riders are also more likely to demand high-performance machines that complement their skills and deliver exhilarating performance. So when targeting this demographic brands should focus on highlighting the power, speed and agility of their bikes.
Organising track days and events allows more established riders to test the limits of their abilities in a controlled environment. Ducati’s Racetrack Academy events and their World Ducati Week are great examples of a brand rewarding customer loyalty and enhancing their connection with many of the experienced riders who are so proud to ride their bikes.
Online targeting to reach only the demographic you require
With online marketing, brands can get granular with their targeting by age group and other demographic signals, whether that’s through social media marketing, social media advertising or influencer marketing – which are all services offered by Motorcycle Marketing.
When it comes to social media it’s common knowledge that different age demographics prefer different platforms, but let’s take a look at the real data on that so we know how to align our efforts.
According to Statista data 56% of Facebook users in the USA are aged 35 or over, with 24.4% in the 25-34 year old category and 18.8% aged 18-24. Meanwhile, when it comes to Instagram users the audience is younger with 70.4% of them being under 35 and almost 85% under 45.
With regard to TikTok, Statista tells us ‘over 76 percent of U.S. social media users aged between 18 and 24 years were on TikTok’, whilst 25% of TikTok’s U.S. users are 19 or under. For Snapchat, Hootsuite reports that nearly 60% their audience is aged 24 or under, whereas for YouTube that figure is just 30%. Indeed Oberlo states that nearly half of YouTube’s audience are aged 35 or over.
Although these statistical trends are not breaking news, it is worth regularly checking in on the demographic data of the major platforms, in order to put your most relevant content in the most relevant places. In addition, creating content more likely to appeal to one demographic than another is also worthwhile, as is promoting that content using Google and Meta’s powerful audience segmentation tech.
Working with the right influencers
Selecting the right influencers to represent your brand requires careful consideration in terms of their relevance and authenticity.
The audience of a younger, German female motocross rider is likely to be highly different to that of well-known older male Hollywood actor who just happens to like motorcycles. Diving into the analytics behind the social media accounts of your potential collaborators can be highly revealing, as can their attitude to working with brands and/or specific target demographics. Who is more relevant to your brand and your objectives?
In conclusion, effective motorcycle marketing involves understanding the unique needs and aspirations of riders across different demographics and skill levels. By tailoring marketing strategies to resonate with each segment, brands can build stronger connections and drive greater commercial success in this competitive industry.
If you’re looking for help with targeting a specific demographic of motorcycle riders, contact the experienced team here at Motorcycle Marketing for a free consultancy session.
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