For those who may not know, the motorcycle industry is struggling to maintain its sales figures. Its primary audience, the sixties generation, is heading into the sunset and the rising generation does not share the same interest in motorcycle products or culture.
There are a number of reasons the younger generation's disinterest.
Some will argue there has been a decrease in the amount of time and money available for expensive hobbies like cross-country motorcycling; others will allude to the decline of macho culture or, if not that, the lack of motorcycles being promoted as a central part of that rugged image. But, whatever the cause may be, one can observe and track the change of attitude in just three videos.
Hollywood and Easy Rider - the beginning of an era:
Generation X - providing a critical, counter-perspective:
Millennials and Generation Z - full-blown, counter-awareness:
There are a number of reasons the younger generation's disinterest.
Some will argue there has been a decrease in the amount of time and money available for expensive hobbies like cross-country motorcycling; others will allude to the decline of macho culture or, if not that, the lack of motorcycles being promoted as a central part of that rugged image. But, whatever the cause may be, one can observe and track the change of attitude in just three videos.
Hollywood and Easy Rider - the beginning of an era:
Generation X - providing a critical, counter-perspective:
Millennials and Generation Z - full-blown, counter-awareness:
