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Free 60-Minute Risk List Session
Old Vs New Buyers ▪ Emerging Markets ▪ Customization
Change Is The Only Constant
Change Is The Only Constant
Powersports buyers are changing fast. Older riders are prioritizing comfort and accessibility, younger buyers are driven by technology and sustainability, and women are now the fastest-growing segments in the market. Too many dealerships still sell as if every customer looks the same. Adapt by aligning inventory, marketing, and customer experience with new buyer expectations to define the next decade of your growth.
Answers 5 Important Questions
Answers 5 Important Questions
How can dealerships tailor inventory to meet shifting demographics?
What marketing strategies attract younger and female buyers?
How can dealerships balance in-person and online sales experiences?
What role does customization play in boosting dealership revenue?
How do urban and rural markets differ in powersports preferences?
"The secret of change is to focus all of your energy, not on fighting the old, but on building the new."
— Socrates
Who's Shopping Your Showroom
Who's Shopping Your Showroom
Every dealership's success starts with understanding who walks through the door. Knowing your buyers helps staff qualify leads faster, build rapport, and close deals with confidence.
Aging Baby Boomers
Aging Baby Boomers
Older buyers, once dominant in motorcycle sales, are shifting toward trikes and eBikes for comfort and stability. In 2021, 17% of motorcycle owners were 55 or older (Motorcycle Industry Council). They value reliability, safety, and ergonomic design—and many can afford to buy without financing.
Stock trikes, eBikes, and lower-seat motorcycles with step-through options.
Prioritize models with comfort-focused features and automatic transmissions.
Host low-pressure demo days designed specifically for older riders.
"Comfort and accessibility define repeat business for the Boomer segment."
— Motorcycle Industry Council
New & Returning Riders
New & Returning Riders
First-time and returning riders represent a fast-growing segement. Since 2020, many adults have turned to motorcycling for freedom and recreation. These buyers often need education, reassurance, and community more than horsepower.
Create "Rider Ready" bundles that combine training, insurance, and gear.
Follow up after training with financing options or loyalty discounts.
Build community through alumni events, group rides, and referral programs.
"Riders who feel supported early often stay loyal for life."
— Motorcycle Industry Council
Millennials & Gen Z
Millennials & Gen Z
Younger riders are fueling growth in electric and off-road segments. Over 54% of UTV buyers were under 45 in 2022 (Powersports Business). These buyers value technology, sustainability, and affordability. Financing is often the deciding factor.
Offer low-payment, flexible financing programs.
Showcase electric and hybrid models with eco-friendly messaging.
Use social media influencers, YouTube reviews, and Instagram reels to build trust.
"Millennial and Gen Z buyers expect authenticity and value, not a hard sell."
— Powersports Business
Female Motorcyclists
Female Motorcyclists
Women now represent 20% of new motorcycle owners, a 50% increase over the past decade (Ride Magazine). They expect inclusivity, comfort, and professionalism at every touchpoint.
Offer motorcycles and gear designed for women, with lower seat heights and adjustable features.
Feature women riders in your marketing and social media.
Host women-only training events and community rides.
Maintain safe, clean, and welcoming facilities. 80% of women say restrooms impact their return decision (Sani-Can).
"Women represent the fastest-growing demographic in powersports. Dealerships that ignore them will fall behind."
— Ride Magazine
Diverse & Multicultural Riders
Diverse & Multicultural Riders
Ownership among Hispanic, Black, and Asian-American riders has risen more than 40% over the past decade (Motorcycle Industry Council). Dealerships that reflect that diversity are seeing stronger engagement both online and in person.
4 Ways To Engage
4 Ways To Engage
Feature diverse riders in ads, social media, and on your website.
Partner with local multicultural riding clubs and advocacy groups.
Hire and train diverse sales and service staff.
Create bilingual or inclusive content that welcomes every rider.
"Representation builds connection. Riders want to see themselves in the brand."
— Powersports Business
Modifications & Customizations
Modifications & Customizations
Personalization is now a major revenue stream. For many dealerships, 40–50% of income comes from service, parts, and accessories (Powersports Business). Riders want machines that reflect their identity, not stock showroom models.
Maximize Customization Sales With 3 Techniques
Maximize Customization Sales With 3 Techniques
Upsell accessories at the point of purchase, not as an afterthought.
Bundle service packages that include installation and maintenance.
Host custom bike nights and highlight customer builds on social media.
"Customization transforms a single sale into a long-term relationship."
— Powersports Business
Urban vs. Rural Trends
Urban vs. Rural Trends
Geography drives purchase behavior. Urban buyers lean toward eBikes and scooters for commuting, while rural buyers prioritize durability, range, and performance. Statista reports that 57% of urban riders plan to buy an EV in the next 5 years, compared to 36% in rural areas.
3 Targeted Sales Strategies
3 Targeted Sales Strategies
In cities, promote scooters, eBikes, and lightweight motorcycles for commuting.
In rural areas, stock ATVs, UTVs, and adventure bikes with fuel efficiency.
Offer flexible test rides in both urban and off-road environments.
"Inventory mix and messaging should reflect how and where customers ride."
— Statista
Apply New Insights Now
Apply New Insights Now
Demographics drive direction. As riders diversify in age, gender, and lifestyle, your dealership must evolve with them. Bring together sales, marketing, and service managers for a 45-minute session.
Target Your Market
Target Your Market
This exercise helps identify where your current approach aligns or falls short with today's buyers.
Activity Instructions
Activity Instructions
List your top 3 customer demographics (by age, gender, or region).
For each group, identify what vehicles, gear, or events you currently offer that serve their needs.
Spot 1 gap per group (e.g., no women-specific gear, limited EV stock, lack of beginner training).
Rank these gaps by their potential to boost loyalty or revenue if solved.
Assign ownership, budget, and a 90-day timeline to close the top gap.
Aim & Hit Bullseyes
Aim & Hit Bullseyes
The powersports customer base is nuanced. Growth will come from adapting inventory, messaging, and experiences to reflect the diversity of today's riders. When dealerships make every buyer feel seen, supported, and understood, they don't just sell machines; they build communities that last.
Reflection Questions
Reflection Questions
Which demographic is growing fastest in your local market?
How inclusive is your dealership's marketing, do buyers see themselves represented?
What barriers (pricing, comfort, perception) prevent new riders from committing?
Are your sales and service staff equipped to engage diverse audiences confidently?
Where can customization or events strengthen long-term relationships?
"Dealerships that adapt inventory and messaging to shifting demographics will capture buyers competitors overlook."
— Powersports Business
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