The Motorcycle Industry Council hired former J.D. Power executive Dan Lawlor as director of research and statistics for the organization, the company announced in late May.
Lawlor worked for J.D. Power for nearly 20 years, rising to director of research operations and the project management office on the automotive side of the industry. He specializes in “designing and conducting complex syndicated and proprietary studies,” according to an MIC press release. Most recently, he was a market research manager at the Automobile Club of Southern California
“Collecting and analyzing useful, timely data for our members is among the most important responsibilities of the MIC,” Lawlor said. “I’m eager to help the MIC pull together more consumer and industry data that our members can use to help them with their business decisions, whether it’s new product development, services or marketing to the next generation of riders.”
He replaces Pamela Amette, who announced her retirement in November 2017 following a 40-year career in the industry.
Gathering reliable and comprehensive data in the powersports space has been a struggle, as Powersports Finance has previously reported. Sales have yet to rebound to the heights seen before the Great Recession nearly a decade ago now, and data on consumer buying habits in the space and their finance preferences are often hard to come by.
For example, the percentage of riders 50 years of age or older rose to 46% in 2014, compared with 25% in 2003, Tim Buche, president and chief executive of the Motorcycle Industry Council Inc., said back in November during a presentation at Powersports Finance 2017. However, that was four years ago and since then the trend has flipped as millennials are expected to overtake baby boomers by 2019, he added.
“We’re excited to have Dan on board to lead the MIC’s vast research initiatives,” said Jen Dreis, business planning director at the MIC. “His background and rich experience can help us identify and draw new insights into consumer trends, information the industry can use to appeal to a wider range of people and ultimately grow ridership.”