If there is an upside to the apparent end of my motorcycle life, it might be that I sold the two motorcycles while there was still a market for them. I sold my “big bike,” my 2004 Suzuki V-Strom last spring for pretty much Blue Book list with almost 100,000 miles on the odometer. My Yamaha WR250X went this April for a decent price after two weeks on Craig’s List. I suspect the arrival of the economic stimulus checks had something to do with that sale, although the buyer was a 17-year-old kid from Wisconsin driving a newer pickup than I will ever own.
Rural Minnesota’s coronavirus lock-down isn’t overwhelmingly restrictive and my wife and I have taken a couple of leisurely drives along Wisconsin 35, south toward Lacrosse. With an immune deficiency disease, I’m the posterboy for this disease’s “most likely to suffocate” award. So, we don’t stop where anybody else is standing around, we don’t shop, stop for restaurant food, or spend much money. We’re just breaking the plague quarantine routine for an hour or so. The last time we made that trip, I counted 17 motorcycles for sale parked in yards and driveways in a 40 mile drive. It is a glutted market. The overwhelming majority of bikes for sale are cruisers and the dominate brand on that used market is Harley.
Harley’s current economic situation, only slightly worse than before the Trump Recession due to a decade of declining sales, is reflective of that change in the seas. Motorcyclists and, especially, bikers are getting older, from a 1985 median age of 27 to a 2003 average of 41 and somewhere between 51 and 60-something (depending on whose stats you trust) by 2020. In the US, motorcycles are just expensive recreational vehicles to 99.9% of riders; most of whom are too incompetent and timid to commute or ride in city traffic. One aspect of those statistics is grossly and incorrectly skewed by the fact that practically every US driver who ever took a motorcycle license test automatically renews that endorsement for a few bucks every 4 to 6 years; because they can without any evidence of riding competence. So, actual rider age is probably lower than those numbers but actual motorcyclists’ numbers are also far smaller than the estimated 10 million households (who are mostly storing a motorcycle under a tarp in the back of a shed). Like that motorcycle endorsement, many bike owners reflexively pay the tabs every year for a motorcycle that rarely travels further than it takes to move it out of the way of the lawnmower or snowblower.
What does it mean for motorcycling? Hell if I know, but I know a lot of people in the industry are beginning to hedge their two-wheeled bets into other recreational areas.
The owner of Aerostich, Andy Goldfine, has talked a lot over the years about the value of motorcycling to society and he and his company sponsor events that try to illustrate motorcycles utility; like Ride to Work Day. In his blog, Andy talks a lot about the motorcycle market from the perspective of someone whose primary business is selling gear to the tiny percentage of motorcyclists (not bikers) who ride every day and depend on their motorcycle for transportation. That group appears to be shrinking and Aerostich is looking around for their next market. It’s possible it might be serious eBike riders (the fastest growing segment of the US two-wheeled industry).
Our position in the world is reflected by motorcycle data, too. Lance Oliver, in his blog The Ride So Far, reflected on this in his essay, “The U.S. market is increasingly unimportant in the motorcycle world": “Here in the United States, we have a way of making ourselves sound bigger than we are. We call ourselves ‘the Americans’ even though we’re a small part of the Americas and we hold a World Series without inviting other countries to participate. In the motorcycle world, however, it’s impossible to mistake the fact that the U.S. market is becoming smaller and less important with every passing year.” The 2007 Bush Great Recession really illustrated that when a 90% reduction in Honda’s US motorcycle sales resulted in less than a 3% decrease in their world motorcycle sales. The world is growing and the American Century ended at the millennium. Maybe that was the real Y2K bug?
As cars become safer, quieter, more fuel efficient, tolerating incompetent and arrogant bikers becomes less sustainable. What do we do to try and mitigate that? We slap louder pipes on our lawnmower-motor “hawgs,” collect in even bigger gang demonstrations, campaign for special treatment and even more roadway privileges, and make greater “contributions” to highway crashes and mortality while fighting rational licensing, helmet, and traffic safety laws. Any fool could see where this is all heading, but we’re special fools and we’re going to drive this chopper right over the cliff.
