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    • I know nothing about the Tenere 700. Please tell me what makes it a bike for old white men? Being an old white guy I may like it. Or not. I am happy with my DR650 and R1200GS. Are those bikes for old white guys, too?

    • I think she's referring to the marketing only has older white men in it. That's probably a pretty good indicator of who's buying it.

      I can understand the feeling. I'm over 40 and love to skateboard but all the electric skateboard marketing is to teens and 20-something men. I showed up at a ComicCon where you could test ride a Boosted and they looked past me toward all the 20-somethings until I asked to ride and then lots of surprised stares as I tore around the convention floor.

      Casey Neistat is a 37 year-old fossil but because of his YouTube channel they know he can sort of still board at his advanced age.

    • Ahhh. Thank you. I pay zero attention to motorcycle marketing. And little attention to other marketing. Once in a while I drool over pictures of a new bike. Then I see it in person and am disappointed. The Ducati Hypermotard did that to me.

      And as I type this I see Evergreens response that says "I am talking about this particular ad..." which further confuses things. What ad? I see a lot of white space under your post. Am I supposed to be seeing an ad, there?

    • I don't see the mentioned BMW ad, either

      Ahhh... my error. The new version of Ghostery for Safari blocked the videos. I've whitelisted cake.co. Sorry for the noise.

    • I don't pay much attention to motorcycle marketing too, mainly because it's rarely anything original, but after reading articles about how motorcycle industry is scrambling to get new customers, it's beyond weird that they still cling to old marketing techniques focusing on people who have already bought all the bikes they want and who are ageing out of the riding population. Yet, it's always the same image and same message, over and over and over again.

    • I agree. The only reason I commented in the first place is because all I saw was this which left me wondering about your specific compaint... there was no context to hang your words on.

    • Advertisement directed at the end of Gen X or the beginning of the Millenials - good for Honda for recognizing (before other vendors, such as the Bar-and-Shield brand) some of us old guys might not buy another new motorcycle in our lifetime.

      I think the story of the ad is spot-on; a couple will ride because they love to ride. The ad is also turning the stereotype on its head by alluding to the rider / pillion reversal. Good for them; I like it.

      Marketing of powersports equipment in general has some catching up to do. Out of a couple hundred Goldwing riders I've met over the past dozen years, the number of female pilots is counted on one hand - and I have a couple of digits to spare.

      It is a different world outside of the touring community - it's good to see women riding a multitude of different styles of motorcycles. Unfortunately, women and people of color will be neglected until women and people of color have influence in these corporations.

      Both here and in the homeland of these corporations.

    • Let's bounce back to the original question...

      In my mind, two reasons, neither should be valid.

      1) Complacency. If 92% of sales of "ADV" bikes are coming from the same, stale demographic (e.g. old, white guys) as they have for a decade or longer, what incentive does that middle manager or marketing have in trying to do something different? The number above is just extracted out of thin air, but you guys are on the trails, you see who is out there riding. I see much the same thing while touring on the pavement.

      2) Market Share. I can't begin to estimate the build numbers of a bike such as the one in this thread; again, I'm in the touring/street world. I have heard rumblings that the 2018 Honda Goldwing had respectable sales numbers, but perhaps not the sales numbers that corporate was hopeful for. First year of a vastly new design; some liked it, some did not.

      From the front page of Adventure Rider:

      There are a lot more models of ADV bike than there are 'touring' bikes. Buyers buy what they like.

    • So many of these bikes have such a high seat height that they sure aren't friendly for the average woman or asian. With electric mountain bicycles I'm finding the same thing. My girlfriend who also happens to be asian and just under 5 feet tall, can't find a decent bike that fits her. I think most motorcycles such as this are sold to white men who are old enough to have developed their careers and bank accounts to the level of being able to afford bikes such as these. That explains the old part. The culture of dirt bikes is certainly dominated by white men. James Bubba Stewart (dirt bike legend) is partly notable for being the first black rider to reach a high level in the pros. He also became arguably the most talented rider to ever ride a dirt bike.

      I'm happy to say a similar lack of advertising to non whites has just recently been 'exposed' in an outdoor equipment sales company (MEC -mountain equipment coop) and they've decided to make a concerted effort to fix the bias.

    • I've been to the city Duluth, MN dozens of times. Love that place :) Good to see them having women in their ads.

    • It's awesome to see companies finally including - or even prioritizing - women, people of color, and millennials in their ads. I just wish the motorcycle industry would start catching up.

    • Because that's their market.

      I don't know where the old white women or people of colour are. I never see them where I ride.

    You've been invited!