Custom bikes for custom lifestyles

Apr 08, 2013

 

Today’s bikers are at the vanguard of a new movement that is combining motorcycles, art, clothing and culture. They are not ashamed to be educated or sophisticated, nor are they inclined to embrace the posture of faux outlaw bikers.

Still, they are interested in products no one makes and perhaps few thought needed demonstrating with flair the fact that manufacturers should stop talking about “everyone” and start concentrating on the individual needs of their clients.

This niche market strategy allows companies to avoid the intense competition found in mass markets and helps them concentrate on unique market sweet spots for which consumers are willing to pay a premium price.

Fulfill Clients Dreams
This new trend has been highlighted by iconic American motorcycle maker Harley-Davidson which produced 100 limited edition bikes engraved with the Chinese characters for “Harley” and “peace” to mark the Republic of China’s centenary in 2011.

The special commemorative edition includes various models such as the Dyna Super Glide Custom, Heritage Softail Classic, Fat Boy, Road King Classic, Street Glide, and Ultra Classic Electra Glide. Each bike, priced between NT$999,000 (US$33,300) and NT$1.649 million (US$55,215), also feature a serial number that symbolizes its uniqueness.

Thanks to such a creative strategy and the company’s continuous drive to “fulfill the dreams of personal freedom for people around the world,” dealers reportedly last year sold 249,849 new Harley-Davidson motorcycles worldwide, with retail unit sales up 39.2 percent in the Latin America region, 14.3 percent in the Asia Pacific region and 6.2 percent in the North America region (the U.S. and Canada) year-on-year, despite the current economic slowdown.

Motorcycles for the Girls
According to the U.S. Motorcycle Industry Council, female ownership of motorcycles has grown to nearly 10 percent of the total motorcycle owner population. The typical woman rider is likely to be in her mid-30’s, married, educated and upwardly mobile. Motorcycle brands favored by women include Harley-Davidson, Suzuki, Ducati, Honda, BMW, Kawasaki and Yamaha.

Riding is not just a guy thing anymore, and greater acceptance among women means greater market potential for manufacturers of motorcycles who respond to the needs of women. Women motorcyclists are already forming their own clubs and are even offering their own motorcycle magazines (womenridersnow.com and ladybikermagazine.com. are two such offerings) that empower and educate women.

Trendy Scooters, Dual-Purpose Motorcycles

The Motorcycle Industry Council also reported recently that scooters posted the most significant rate of growth last year, with an increase of 7.7 percent, while dual-purpose motorcycles also showed impressive growth with a rise of 7.4 percent. Such impressive market growth can be attributed to the growing number of Baby Boomer riders who now outnumber Gen Y motorcyclists. While 50 may be the new 30, we can assume that the motorcycle industry has acknowledged the importance of engaging younger customers as long-time older riders begin to move away from motorcycling.

Custom motorcycle parts
Aftermarket distributors have further recognized strong demand and increased sales as well. Tire sales have increased over the past 3 years, proof to the fact that Americans, Europeans and a growing number of people all across Asia are taking to the wheels.
All of this points toward the trend that motorcycling is an increasingly mainstream mode of transportation as well as fun. With this in mind, Taiwan’s powered two-wheelers (PTW) will be riding in to show off their quality and customization at the 8th annual MOTORCYCLE TAIWAN (The 2013 Taiwan International Motorcycle Show) that offers a full selection of the world’s finest products at the only vertically integrated event in Asia with both whole bikes and parts on offer.

The four-day event at TWTC Hall 1 from April 10 to 13 uses more than 10,000 sq. meters of floor space dedicated to the display of Taiwan’s best motorcycles, scooters and all-terrain vehicles (ATVs), along with engines, parts, frames, accessories and equipment for noise and emission inspection and maintenance. The show hosts 250 leading exhibitors at 600 booths. Around 15,000 visitors and hundreds of members from the press are expected to join the show.

Source: MOTORCYCLE TAIPEI 2013