Motorcycling in America Goes Mainstream Says 2008 Motorcycle Industry Council Owner Survey

The Industry`s Census Shows More Riders, More Households, More Women and More
Young Buyers
IRVINE, Calif.--(Business Wire)--
Motorcycling is growing and rapidly becoming more mainstream at the start of the
new millennium, says the latest census of two-wheeling. The number of American
households that own motorcycles jumped 26 percent from 2003 to 2008, while the
overall number of U.S. households increased roughly 5 percent. During the same
period, the motorcycle population grew 19 percent while the U.S. population rose
by about 5 percent.

These are some of the findings of the latest Motorcycle Industry Council Owner
Survey, the powersport industry`s most comprehensive resource for information on
U.S. motorcycle ownership, usage, demographics and trends. Motorcycling is
changing with the times and along with millions more riders there are increasing
percentages of women and younger riders and a shift toward riding to get around,
not just to have fun.

"Motorcycling is playing a bigger role in our fast-changing world and many of
the trends we were hoping to see some twenty years ago have become reality,"
said MIC President Tim Buche. "Household penetration over the past five years
has increased by 1,516,610 individuals or 20%. As an activity, a form of
transportation or a lifestyle, motorcycling still has tremendous room for
growth, but two-wheeling has made significant inroads among various key
demographics and is a larger part of American culture than ever."

Key findings of the new Motorcycle/ATV Owner Survey include:

1. Motorcycles are More Mainstream. Since 2003, the number of motorcycles owned
and used in America grew 19 percent to approximately 10.4 million. Continuing a
trend, that was a 58 percent increase since 1998, estimated then at 6.6 million.
To imagine motorcycling today, picture a population greater than that of New
York City (the residents of Moscow, Seoul or the entire state of Michigan) all
on two wheels. An estimated 25 million people swung a leg over a bike and rode
last year. That`s a 7 percent increase, from 2003, in the number of Americans
who ride but may or may not own motorcycles.

2. You go, girl! Female ownership of motorcycles crossed the 10-percent mark,
increasing from 9.6 percent in 2003 up to 12.3 percent in 2008. Younger
generations have even more female riders. Some 15 percent of Gen X motorcycle
owners are women, and for Gen Y, it`s 14 percent. Among Gen Xers, women more
than doubled their presence since 1998. Maybe most impressive, women accounted
for 23 percent, or 5.7 million, of the 25 million Americans who rode a
motorcycle last year. It`s not just a guy thing anymore, and greater acceptance
among women means greater acceptance among key influencers of household spending
decisions.

3. A New Generation is Riding. In 2003, Baby Boomer riders outnumbered Gen Y
motorcyclists almost four to one. But Gen Y motorcycle ownership grew 62 percent
since 2003, putting the current ratio of Baby Boomers to Gen Y at two to one.
While 50 may be the new 30, the industry recognizes the importance of engaging
younger customers as long-time riders begin to age out of motorcycling.

4. Motorcyclists Make More Money. While owning a motorcycle is much more
affordable in many ways compared to having a car, the median household income of
motorcycle owners exceeds that of the average American. Two-wheel households
average $59,290 while the U.S. average is $50,233.

5. Motorcyclists Have More New Bikes. Along with the general rise in motorcycle
interest over the past five years, demand for the latest and greatest bikes
increased. Of all motorcycles in use in 2008, 46 percent were purchased new, up
7 percent since 2003. The average age of motorcycles is dropping as new styles
and designs attract younger customers. Each year for the past six years, sales
of new motorcycles and scooters topped one million units. That`s a record run
for seven-figure sales numbers.

6. Sport Bikes Rule With Gen Y. Half of boomer motorcyclists surveyed ride
traditional cruisers. But among Gen Y motorcyclists, modern, high-tech sport
bikes lead the way with 30 percent of those riders. Bikes that look like they
came from the 1950s are giving way to bikes that are futuristic among young
buyers.

7. Riders are Doing it for Transportation Not Just Recreation. Motorcycling for
Americans has primarily been about recreation and the pure joy of riding. But
among the reasons given for motorcycling, transportation climbed to second place
in the 2008 survey, now ahead of short-distance touring. It may be due to fuel
prices, environmental concerns, convenience, or a combination of reasons.

8. Experience Counts. Test rides moved to the top spot as the most important
factor in the decision to buy a particular motorcycle. Dealership visits, advice
from family and friends, magazine editorial and product reviews and the Internet
are also important influencers. Experiencing the ride is now more important than
traditional marketing tools such as magazine advertising, radio and TV and trade
shows.

9. Touring and Sport Riders Spend the Most. Compared to other motorcyclists last
year, touring owners spent significantly more on aftermarket purchases,
including tires, repairs and maintenance, and replacement parts and accessories
- an average of $620 per year. Demonstrating a strong interest in gear, sport
bike riders spent more on apparel than any other segment - an average of $578
per year.

10. Acceptance Among Non-Owners Holding Steady. A quarter of non-owners surveyed
in 2008 have a positive attitude toward motorcycles, with another 33 percent
being neutral. As in 2003, more than half the non-owning population has a
neutral or positive attitude toward motorcycles, demonstrating there is still
much room for even more market growth.

"The 2008 survey reveals that motorcycling is continuing to become more
mainstream in America," Buche said. "Back in 1992, right as motorcycling started
trending upward, Americans only bought 278,000 new bikes. Times have changed,
we`ve sold more than a million each year for the past six, and two-wheeling may
have a bigger role in the future of American mobility than we can imagine."

Survey Background

The Owner Survey, which is among the MIC`s most popular membership benefits, is
provided at no charge to member companies: manufacturers and distributors of
motorcycles, scooters, motorcycle/ATV/ROV parts and accessories, and members of
allied trades such as publishing companies, advertising agencies, insurance
firms and consultants. The MIC will issue news releases, special reports and
participate in media interviews using information from the report throughout the
year.

"The survey gives us great information, improves our understanding and helps
sharpen the focus of our approach to the market," Buche said. "It identifies
significant trends as well as owner profiles and buying patterns. This is
information our member companies can utilize to fine-tune their business plans."

Data in the 2008 MIC Motorcycle/ATV Owner Survey Summary Report is based solely
on responses from owners, riders and non-owners who responded via an online
national panel. The panel was balanced to represent all U.S. households in age,
income, ethnicity, geography, household and market size to ensure that the data
are statistically sound and projectable.

The target sample size for owner/riders was 2,000 and 1,500 for non-owners. For
households that own more than one vehicle, a random selection was used to select
an individual vehicle for detailed questioning. Ideally, the primary rider was
interviewed.

Similar surveys were conducted in 1975, 1980, 1985, 1990, 1998 and 2003, and the
2008 version was developed on that knowledge base. The survey was conducted in
four quarterly waves in order to eliminate seasonal bias. The major difference
between the 2008 survey, compared to previous surveys, is that it was conducted
via the Internet, while previous surveys were conducted by phone.

The Motorcycle Industry Council exists to preserve, protect and promote
motorcycling through government relations, communications and media relations,
statistics and research, aftermarket programs, development of data
communications standards, and activities surrounding technical and regulatory
issues. It is a not-for-profit, national trade association representing
manufacturers and distributors of motorcycles, scooters, motorcycle/ATV/ROV
parts and accessories, and members of allied trades such as publishing
companies, advertising agencies, insurance firms and consultants.

The MIC is headquartered in Irvine, Calif., with a government relations office
adjacent to Washington, D.C. First called the MIC in 1970, the organization has
been in operation since 1914.

Motorcycle Industry Council
Media Relations, 949-727-4211 ext. 3027

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