Much has been written and debated lately regarding the health and welfare of motorcycling and the industry built around it. True, sales of new bikes have yet to recapture their pre-recession peak, but does that mean the industry and our sport are in danger of collapsing?

First, comparing current retail to the bubble years of 2000-08 is a fool’s game. New bike and aftermarket sales during that time were vastly inflated thanks to all the cheap money available from a frothy housing market and home equity loans. Today’s annual sales of approximately 450,000-500,000 new units compares favorably with long-term historical averages. Those of us who have been around awhile remember a time in the mid-1980s when sales were actually higher than they were during the most recent bubble. Not surprisingly, a similar crash occurred afterward and the motorcycling community was talking openly of the “demise of the sport as we know it.”

We’ve also seen an unhealthy dose of finger-pointing at the industry, suggesting it isn’t doing enough to turn the tide more quickly. I have the pleasure of working with many fine people in this business, and believe me when I say they’re doing as much as humanly possible to keep this wonderful sport thriving. For example, the selection of affordable, entry-level bikes today is, without question, the best we’ve seen in decades. Adjusting for inflation, a new 1977 Honda CB550 would cost $7,041 today. A brand-new CB500F can be had for $6,099 right now.

Post-recession, a real bright spot in the market has been the off-road segment, particularly the small displacement “play-bike” category. It’s one of the few segments of the market that has shown steady growth.
So, is this time of concern truly different than previous cases? Not really. In all such boom-bust business cycles, many factors come into play, but none has as much impact as plain old, boring demographics. Just as Baby Boomers fueled recent growth cycles, so will Gen X and Y and eventually, Gen Z (which is projected to be even larger than Gen Y, by the way) in the years ahead.

But if you’re still thinking that we’re doomed because retail sales of new units are less than you think they should be, let’s take a look at the pre-owned market. At the end of 2017, the ratio of used bikes being sold vs. new units stood at 3:1. This translates to about 1.3 million units a year! Bottom line: Plenty of people are buying motorcycles.

Another promising trend is the popularity of electric bicycles. Let’s not forget that the original motorcycles a century ago were nothing more than bicycles with motors attached. At some point, riders of present-day e-bicycles will want more.

And before you buy into the notion that millennials don’t have the means to buy toys, guess again. Aside from buying $1,000 smartphones, Gen Y is fueling an exciting trend in the RV space. The fastest growing segment of the market is in small RVs and towables thanks in large part to purchases by, you guessed it: millennials.

“Our growth is coming from young families and millennials getting into the lifestyle,” according to Frank Hugelmeyer, president of the Recreational Vehicle Industry Association in Reston, Va.
This thirst for adventure and wanderlust surely lends itself to a continued interest in motorcycling.

So, with the “hardware” component basically holding its own, the real question is: What can we, as riders do to ensure a bright future for motorcycling?

AMA Motorcycle Hall of Famer Scot Harden laid out a concept in the January issue of American Motorcyclist he calls the “Plus 1 Initiative,” aimed at turning non-riders into motorcyclists. Read Scot’s article—and share it with others—at www.americanmotorcyclist.com and on the AMA’s Facebook page.

In addition to this effort, the AMA is launching a campaign for 2018 and beyond encouraging our hundreds of chartered clubs nationwide to redouble their efforts to recruit non-riders to experience the the joy of riding. As the original social network for motorcyclists, the AMA is uniquely positioned to make this happen.

We are seeing positive signs in the numbers. Thanks to great team work between our many fine sanctioned organizers and AMA racing staff, family and youth memberships have been increasing. This bodes well, not just for the AMA, but for creating “motorcyclists for life.” Today’s youth racers are tomorrow’s recreational riders.

Need more inspiration? The newly formed U.S. Motorcycle Coaching Association’s underlying goal is to make riding a motorcycle less intimidating, more accessible and most important, fun! Some really great minds are behind this emerging program, and you can be a part of it. More information can be found at www.usmca.org.

As always, AMA will continue its top-notch advocacy efforts to promote the benefits of riding a motorcycle, just a few of which include: access to HOV lanes, legalized lane-splitting, ease of parking, and the outdoor freedom that naturally comes with riding on-road or off.

Will you be Chicken Little, or will you play a part in ensuring a bright future for motorcycling?

Jim Williams is AMA vice president of industry relations and business member programs.