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With competition in the motorcycle market continually increasing, understanding customers’ attitudes and behavior is critical to maintaining and growing market share and profitability. J.D. Power and Associates provides valuable data about motorcycle customers’ shopping behaviors and preferences.

“Since 2001, the average age of motorcycle owners has increased from 40 to 47 years old. This indicates that the current population of motorcycle buyers is aging, and a large proportion of these owners are likely to soon exit the market. Because first-time motorcycle buyers comprise 22%  of all new motorcycle purchases—a figure that has remained relatively flat since 2001—it is critical for manufacturers to focus on attracting first-time and younger buyers—primarily those in the Gen X and Y demographics—in order to ensure continued growth in this market.”

- Tim Fox, account manager, Powersports practice, J.D. Power and Associates

Independent Benchmarking Studies: Motorcycle

Motorcycle Competitive Information Study

Motorcycle Helmet Satisfaction Study

Motorcycle Escaped Shopper Study