He points to the All Kids Bike program in the US which is striving to get every child to learn to ride a bicycle in kindergarten PE class.
“If every boy and girl, regardless of family wealth, religion or race learns how to ride, ridership will grow very fast in just a few years,” says Robert, a former Indian Motorcycle executive and now a senior motorcycle industry consultant.
“Dirt bikes will start selling, family riding will increase, riding parks will be created and we will be in a growth curve again.
“The pure joy of your ‘knees in the breeze’ will draw more people into cycling and ultimately motorcycling.”
Kids not riding
In 1969, 50% of US kids rode bikes to school, but now it’s 13%.
“The future of motorcycling will not come from our relatively small industry trying to get the 97% of us who are not enthusiasts to learn to ride, but from getting the 3% of us who do ride to actively recruit new riders to get us to 4%,” he says.
“That 1/3 increase on market would make many currently fraught sales directors downright giddy.
“We are working in a time when three generations are fighting through their own definitions of fun on a motorcycle.
“As boomer management finally leaves, will the GenX manager realise how poorly current 40/50-year-olds were marketed to?
“No wonder their Millennial kids are quite often not inclined to own or operate vehicles.
“Easy fix my friends – implore every rider to do what they can to add one new rider per year. Challenge, incentive and recognise those who do. Then do it again the next year.”