Cake has got it right, too:
Cake has got it right, too:
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.
This 2018 Honda Goldwing advert tried to hit those two points at once ... :-)
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.
So spot on!
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.
Hey Evergreen, I know you were interested in AI so I thought you'd be interested in this because it's somewhat related to both AI and the topic of the conversation.
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.
Moira just got a Deluth Trading Co. catalog with women in the photos doing all the things.
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.
They will - if their shareholders are truly paying attention (Ref. the Bar-and-Shield brand)
That Yamaha advertisement reminds me of Triumph's video which never gets old.
I love that video! Ernie Vigil isn’t “old” or “white” haha. In fact he’ll be doing the Baja 1000 on the new triumph scrambler!
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.
And I see them quite a lot - in North America, Mexico, doing the Trans Euro Trail in Europe, or riding round the world, like this kickass lady:
Or these women of color
I could go on... the point is, yes, the old white dudes is their current market. What about the growing market, the potential market, the new market that consists of women, millennials, and people of color? Seems odd to focus so narrowly on an existing market and completely ignore and often even ridicule a new, growing one.
you have reason on many points . It’s also true that the riders aren’t at all “general public “ but Yamaha Dakar rally « héritage » riders .
Could be said the same for big brand basketball-themed ads that are mostly black players?