MIC - Strategic Plan to Attract New Riders
The Motorcycle Industry Council (MIC) is launching a broad, long-term initiative to bring more people into the world of motorcycling with the announcement of a strategic long-term plan to "grow ridership" to be announced at AIMExpo, Columbus, Ohio, September 26-29.
"It's clear the industry needs to reach and inspire new customers. While many of us, with our individual businesses, have taken steps to grow ridership, we also should be working together, and the MIC wants to help make that happen," said Paul Vitrano, MIC board chair and Senior Assistant General Counsel at Indian Motorcycle and Polaris Inc.
"To help us fully understand the barriers to entry, and to create an inclusive strategic plan that will be available to all stakeholders, one that will address conquering those barriers, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity."
The MIC has hired consulting firm Centauric LLC to lead the first phase of this initiative. "Centauric has committed an impressive multi-disciplinary team of behavioral scientists, engineers and business consultants, and takes a unique approach to problem-solving. We are excited to be working with them on this critical initiative," Vitrano said.
Centauric "has begun conducting secondary and additional primary research that, after a series of ideation and solution labs involving a mix of industry stakeholders, will lead to a strategic plan. The plan will be presented at AIMExpo.
"This is not designed to be a quick fix, nor is it just about sales," said Chuck Boderman, MIC Vice Chair and Vice President, Motorcycle Division, American Honda Motor Co., Inc. "It's about showing people how motorcycles can fit into and enrich their lives, no matter where they live, what they do, what their hobbies are, or how old or young they are.
"This will take time, so we are committed to building a campaign that takes the long view."