Why motorcycle manufacturers miss out on sales

The No. 1 reason motorcycle buyers select one brand over another is price. The cost of the rejected model is simply too high, according to the 2008 Motorcycle Escaped Shopper Study, the results of which were released today.

An inability to test-ride a bike, a perception that maintenance costs will be high, an uncomfortable riding position and limited availability rounded out the study's top five reasons for why a specific brand is rejected.

Read more after the jump

—Susan Carpenter

Photo: Yamaha

eaThe study also found that 29% of motorcycle riders changed their driving habits during late September and early October, when average gas prices exceeded $3 per gallon nationwide. Of the riders who said they had changed their riding habits, 75% said they were using their bikes more often to commute to work and school; 41% said they used their bikes more often to drive around town. Their use for cruising and extended traveling, however, was down: Both declined by about 30%.

"Motorcycle manufacturers don't have a lot of information about the customers they never got," said Todd Markusic, senior director of the power-sports group for J.D. Power & Associates. Although the global marketing information firm has conducted similar "escaped shopper" studies for cars and boats, its latest marks the first time the same questions have been asked of motorcyclists. The survey polled 3,022 buyers of new 2007 model year motorcycles.

Comments

[Co-rider]

If price is that much of an issue, why then, do so many buy Harleys when there are comparable or better Japanese models for much less? Oh wait.. they buy em for investment, LOL.

[Daniel Halloran]

This study rings true -- I've been an "escaped shopper" several times over the past year. I'm a newish rider looking for a straightforward standard motorcycle, with ABS and a centerstand, but I can't seem to find such a thing. Every place I go is stuffed with feet-forward chromed cruisers or crouched-over sport bikes.

By the way, I miss your regular Highway 1 motorcycle reviews, but it's great to still have you blogging and writing about bikes for the Times -- thanks!