Australian millennials are taking longer to get their driving/riding licences and are using public transport more, according to a multi-national university study.
The study looked at Melbourne, Brisbane, London, New York and Atlanta and found Brisbane millennials had the biggest increase in public transport kilometres (66%) followed by Melbourne with 45%.
London had a 22% increase and Atlanta 16% while New York had a slight decrease in public transport kilometres as millennials choose to live closer to work.
Public transport trend
While the trend toward public transport was applauded by the Monash University — the only Aussie uni among the five US and UK universities involved — the trend is alarming for motorcycle retailers.
They are struggling with a significant slide in sales over the past three years that will not abate if millennials don’t get licences.
Many suggested solutions to the millennial problem have been floated by retailers, distributors and manufacturers, but few are based in solid research.
So the American Motorcycle Industry Council has engaged researchers to find out exactly why millennials don’t ride and strategists to work out how to get them on to motorcycles.
MIC board chair Paul Vitrano, of Indian Motorcycle and Polaris, says 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,” he says.
“To help us fully understand the barriers to entry, and to create an inclusive strategic plan to conquer those barriers that will be available to all stakeholders, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity.”
MIC has hired consulting firm Centauric LLC to do the research and come up with a strategic plan next month.
MIC vice chair Chuck Boderman, of Honda, says he does not expect a “quick fix”.
“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.”
Stay tuned for the results of their research.