Cycle News - Archive Issues - 1980's

but still true touring bikes are coming strong. If you look at the funy·· fledged touring bike as one that cOlts in the area of $5.000 and higher these days. it is difficult to disagree. Yamaha, Kawasaki, Honda and Suzuki have all introduced either new or updated versions of motorcycles dlat are outstanding tx:rformers, popularly styled. priced nght, all in the 500cc and slightly over and under class. It is my feeling that this is where BKltorcycling is going for 1981. Even the cloudiest crystal .ball will tell you this, it takes no profound form of vision to predict. The rising COlts of Japanese bikes, the already staggering COlts of European and American bikes, have taken their toll and will continue to do so. It is inescapable. The major bike manufacturers are responding with excellent, small bikes. This trend has to continue. aD "Don't look for bikes to do in the eighties what they did in the seventies." Big bikes, 'Z50cc and over, will continue to be popular but in fewer numbers. Only the most intense and serious enthusiasts will remain. If the buyers of all of these smaller machines remain in motorcycling, many will of course move up to bigger bikes. This is an established tradition among riders. But, our industry is constantly seeking new riden. They win not come from purchasers of $3,500 to $7,500 machines. They never have, to any serious degree. New riders buy smaller and less expensive bikes for all the obvious reasons. Getting to them, - to use the advertising term, "reaching them" is difficult and terribly expensive. Damn few riders you ever met or ever will, took up bikes due to advertising on TV or in Playboy. To predict that any amount spent, no matter how many millions of dollars it is, is going to .cause 1981 to be the great year of the new rider. Many will turn to bikes because of their economy. Others by being exposed to their virtues by riders through personal contact and being '~sold" on the concept by a peer. In summation, motorcycling will probably continue to grow through 1981', but slowly. Our industry is stable for the most part but still affected by extraneous influences such as energy crises of one kind or another. We've had boom years, but I think we have seen the last of them. A number of industry marketing people are ta1lting a lot about the new wave of "born again" bikers. These are men who owned bikes and gave them up for one reason or another (usually marriage and family responsiblities), who are returning to bikes to use as second or third cars. It is difficult to document and forecast the plans this category of new purchaser, so 1 have no idea how much their impact will influence the 1981 market. In short, don't look for bikes to do in the eighties what they did in the seventies. iiiiiiiiiiiiiiiiiiii Kathy Weinert iiiiiiiiiiiiiiiiii_ Remember the days when you met "the nicest people on a Honda?" Honda's "nicest people" media bliu, which probably marked the beginning of motorcycling's modern era, was an integral part of the early 1960 Japanese push to see the public on two-wheeled transportation. 1be Japanese marketing efforts were successful. Thousands of housewives, businessmen and college students hit the streets on their brightly·coIored stepthroogbs. Many discovered a lightweight dual-purpose machine could take them to the office or school and then to the hills for a weekend of exhilarating off-highway riding. As we become more proficient off-road riders, we de· manded - and got - sophisticated motocross and enduro machinery designed to test our newly acquired dirtriding skills. While early off-road riding gear was often early J.e. Penney variety, the accessory aftermark.et responded to our growing ~ for proteCtive equipment with the introduction of colorful, lightweight helmets, leathers, jerseys, boots and goggles designed to keep us safe and stylish. We were getting older. It was sometimes tough finding a place to ride offroad. Many found our tastes in motorcycles changing. We were lured by the power promise of bikes like the Z-l, the Superbikes. Soon there was a raft of big bikes that fit our commuting, touring and high performance needs to a tee. Again, the accessory aftermarket responded with a complete line-up of touring-accessories, clothing and high performance packages that satisfied OUT most demanding accessory requirements. The motorcycle industry continued to flourish. New motorcycle sales topped 1.5 billion new units in 1973, the industry's "golden year." About that time, however, we started experiencing growing pains. While enthusiasts were still turned on by motoTcycling's thrills, there were few new faces in dealers' showrooms_ Sales dipped, grew, then dipped again. 'These are exciting times for our industry." In 1979 the situation changed. As gas prices shot past the $1.25 mark, many folks who wouldn't have been caught on a bike a year or two earlier decided that riding a motorcycle made "cents." They weren't looking for an XS-II; all they wanted in a motorcycle was economy. fuel efficienty and ease of operation. The industry met these changing requirements by introducing a full menu of mid-size machinery that was easy to ride yet incorporated features like shaft drive, multicylinders and e1ectTonic ignitions. Even experienced riders were turned on by the high-technology-Iow-price-tag combination. What does the motorcycle market look like today? Once again, we are seeing new buyers in the marketplace; estimates reveal they now account for nearly one-third of new motorcycle sales. Sales of mid-range bikes, popular with these new riders, have increased 25% in the last year or so. Sales of dual purpose machines, once so popular with those of us who wanted two kinds of fun with only one motorcycle, have decreased during the last few years. These models now account for only 9.7% of new unit sales, primarily due to the discontinuation of many models due to restrictive exhaust emission regulations. The increasing sophistication of experienced off-road riders has also played a role in their decline in popularity. However, with the introduction of legal four-stToke machinery and the reemergence of the first-time buyer, dual-purpose machinery could make a comeback. Small street bikes like the "mopeds," i.e., the Honda Express and Yam ahopper, have become extTemely popular. Sales of on-streel, under 125cc motorcycles, increased 99.5% in 1979. There's a good chance many of these buyers, once they get a taste of two- wheel fun, will trade their "moped" in on a larger model, an extremely healthy sign for the industry. The off-road market has grown steadily over the years, despite attempts . to close' many of the nation's riding areas. However, during the last yeaT and a half, this market has suffered with the new emphasis on transportation vehicles. Large displacement motorcyles, 750cc and up, still represent the largest sales category, despite the push toward mid-sized machines. Although sales dipped 2.8% when gas lines started forming, they've increased more than 10% in the last year. For some of us, biggeT will always be better. These are exciting times for our industry. Last year 1.08 million new units were sold in the U.S., making 1979 the biggest new motorcycle sales year since 1973. As gas prices continue to soar, there's a good chance more and more people will discover - or rediscover - that riding a motorcycle is economical and IQts of fun to boo!. Of course, we knew that all along. iiiiiiiiiiiiiiiiiiiiiii John Wyckoff iiiiiiiiiiiiiiiiiiiii Once again I take out my crystal ball, polish its surface and gaze with all the concentration of a TV game show guest and predict the future_ I have done this in the past for Cycle News but never so early in the year_ I usually wait until it's already happening. That way I can't be accused of guessing wTong. This time I can do a little cheating. The signs of what is to come are more clear than in the past 10 years. We can't predict the future without having a good feel for history, in this case recent history. The recession or depression (depe'nding on whether you or your neighbor weTe out of work) has about run its course. Gasoline prices are climbing at a steady rate with nary a whimper from the buying public. They have come to expect ever higher prices. Food, housing, transportation and clothing are all feeling the pressures of continuing inflation. Dlifnographics experts tell us the post Korean war baby boom is responsible for the unusually large population of 18 to 28-year-old men in the marketplace. This is the prime age group targeted by the motorcycle manufacturer. The financial wizards suggest consumers buy now because their money will nOt be worth as much as in past months. Now, take this information, add what's happening in motorcycling. and we can come up with a pretty good assessment of what '81 will bring.. The OEMs have all sorts of new motorcycles with trick electronics and other features to entice the buyer. The slant that will be used by the five major manufacturers in their advertising will be to attract the non-motorcyling buyer. They Will increase their ads in magazines like Playboy, Penthouse, Business Week, etc. While being more subtle in appeallng to the "macho" image, they will advertise the middle-sized bikes touting the high mileage and low maintenance costs. Besides, they don't want to scare away the new customer by showing an 800 lb. motorcycle complete with fairing, bags, trunk, etc. But there are several "catch-22" issues. The OEMs will supply most of their large touring bikes complete with fairings a!ld bags, thereby taking a onceviable business away from the many American aftermarket companies. These accessories will be options on some models but standard equipment on others. There will be a noticeable aggressiveness on the part of the OEMs to sell more accessories to their dealers. They will look for more use of copyright logos to identify OEM products. At the same time, there will be more lawsuits by the OEMs to protect their logos. There will be a year's grace for the American distributors befoTe the hammer falls. If history repeats itself (as it usually does) the OEMs will not inventory enough of their new accessories to fill the needs of the dealers or riders. The inventivene5l> of the small American manufacturer will increase the variety of products available to the consumer. The American motorcyclist has a fierce desire to non-conform. He wants a choice and will not be willing to accept only what the OEM has to offer. o 00 0') .-4 ". am optimistic and looking for· ward to an outstanding year." As the "chopper" look winds down and the Harley-Davidson nostalgia look comes up, there will be a greater emphasis on restorations and "limited edition" series from both the OEMs and aftermarket companies. I find it interesting and a bit amusing that the Japanese manufacturers criticized Harley all these years for producing an old fashioned engine. one that was behind the times. They were putting all their emphasis on the "m·ultis." The idea sounded reasonable to me, and 1 accepted it, too. Now we see at least one Japanese company blatantly copying the Harley V-twin. They not only copied the engine but the shape of the gas tank and the design of the handlebars_ Several others have copied the looks but not the engine. Now I begin to wonder if Harley-Davidson didn't know something all along and just waited fOT their time to come. Enough history. 1981 will be one of the best years motorcycling has ever seen_ The government is beginning to recognize the value of the fuel efficient motorcycle, thanks in a large part to the AMA and other active user organizations. For the first time in U.S. history, the motorcycle will become a transportation vehicle (something I thought would never happen), at least in areas where the weather is suitable for Tiding more days of the year. New riders will bring in new ideas and develop new markets. The demand for well-designed clothing, saddlebags, trunks. seats. helmets, tires, etc. will increase dramatically. Old time motorcyclists will ride their bikes more miles per year. All motorcycle activity will increase including the professional sport and user club activities. The smart dealer will promote user activities in his area and become a pan of what's happening. The new technologies being developed in metals, electronics and plastics will find their way into the world of motorcyling. The dynamics not experienced since the mid-fifties when the Japanese motorcycles first came to the U.S.A., will be more intense than ever before. People who never thought of motorcycles in the past will become instant experts. Anyone in the business or sport for more than the past 10 years will automatically become the Guru to this new cu)t of enthusiasts. In short, I am optimistic and looking forward to an outstanding year. At .Iong last we are losing OUT Wild Ones image and are being assimilated into the rest of the motoring population. Even the average automobile driver is becoming mOTe aware of our presence. We have a long way to go, but we sure have come a long way, too. • 7

• Cover