It was encouraging to read in last month’s BDN that Triumph general manager Devron Boulton is: “Committed to attracting the next generation of riders.” His comment was not just another passing reference to a major industry problem; much better than that, it was supported by a statement of action on two fronts.
First, Triumph has signed a two-year partnership agreement with James Beddows, originator of the highly informative and learner-friendly RideTo website. Created after Beddows negotiated the current maze of licencing and rider training regulations inflicted over the years by the Department for Transport to steer would-be newbie riders away from two wheels and onto four, RideTo clearly sets out the route to a licence and comes as a result of Beddows’s own painful experience when seeking to renew his bike licence. RideTo has also been developed into a resource hub to include advice on riding kit, insurance, etc and is now developing commercial partnerships with training schools to get more business to them and to the RideTo website.
Triumph’s support for RideTo comes as part of a second new initiative, its Ticket To Ride campaign, which offers new riders £500 towards the cost of two of its novice models, if they buy a bike within a year of taking their test.
Back in the April issue BDN said that some radical thinking and urgent action is needed to get new bums on seats, and suggested that £500 (or more) be offered as an incentive to trainees (after they had passed their test) to offset some of the cost of training. The reward to come in the form of a discount against the cost of a new bike. It’s good that Triumph agree with BDN, but what about the other manufacturers?
It’s crucial that the industry makes attracting new, younger customers a top priority. The average age of new bike customers is now 55, and getting older. A situation that’s unsustainable, unless immediate action is taken to attract a younger demographic.
Over the last eight years, new registrations (including 2024’s estimated 112,000) have averaged 110,000, and the reality is that unless urgent action is taken, the average customer age will increase and at best registrations remain static. Fine, if in a few years’ time dealers want to be selling pensioner mobility wheels rather the two wheels!
Triumph is to be applauded for taking a long-term view – others need to join the party and that includes the dealer and manufacturer trade associations.
Colin Mayo, publisher, BDN