Motorcycle Dealer Marketing Strategies

Trends in the U.S. Motorcycle Industry

As of June 2021, the U.S. motorcycle market included about 7,000 establishments with a combined annual revenue of approximately $30 billion. Because motorcycles are high-ticket items driven by discretionary income, profitability depends not only on the volume sold, but the number of higher-margin vehicles (e.g., heavyweight motorcycles) sold. Larger dealerships thrive by offering a greater selection, while smaller dealers compete by providing more personal customer service and offering value-added services such as bike customization. 1

Consumers purchased 472,000 motorcycles in 2017, which is a decrease of about one million units since 2007.The states with the most motorcycles are California, Florida, Ohio, Pennsylvania and New York.2 The industry experienced a further decline in demand in 2020 due to the decrease in consumer confidence, reduced spending and temporary shutdowns resulting from the COVID-19 pandemic.3 When the crisis is over, dealers may want to consider partnering with Owner Connect, a premier motorcycle sales training and marketing firm.

Motorcycle Marketing and Consulting

Owner Connect has been providing motorcycle marketing strategies and motorcycle sales training to dealers throughout the United States since 1992. We believe in establishing a good working relationship with our client partners that allows our team to get to know their business and understand their specific needs. This collaboration results in targeted strategies and revenue-generating solutions that help differentiate each dealer from the competition. We also help our clients rev up employee productivity, optimize their marketing budgets and increase their organization’s efficiency.

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