FORT WORTH, Texas — The motorcycle riding audience is changing, which means that the methods OEMs use to appeal to new riders need to change with it, Steve Cambra, national sales manager at Yamaha Motor Finance Corp. USA, told attendees at last month’s PowerSports Finance 2018.
“Marketing and analytics is just a continual process,” Cambra said. “It’s test and learn. It’s watch and learn.”
But, even then, it’s tough to predict consumer demand. “One year, a product sells like crazy, the next you can’t get rid of it,” he said.
“You just need to continue to test and learn and continue to analyze and drill deeper and deeper, but you can’t ever stand stagnant. The customer base that we are trying to appeal to … just changes, and continues to change, so you need to evolve with them.”
The powersports industry has been attempting to appeal to a younger demographic for riders by providing them with more opportunities to test ride.
“In our industry, that’s a critical piece … to get people’s butts on the bikes,” Cambra said. “It’s truly about encouraging the industry as a whole … to make that opportunity more available. Making demos more available. Participating in events across the country … and to get more riders to experience what it’s like to be on those products.” Cambra said. The more the industry can get people to test and feel comfortable with powersports products, “the more successful our industry will be,” he said
You can watch Cambra, Speed Leasing Chief Executive Hasham Malik, and Riders Share Chief Executive Guillermo Cornejo discuss more strategies about attracting new riders in the video below.