A message to the automobile manufacturers and motorcycle manufacturers of the world: I am not the man you are looking for. You know it—well, most of you do, anyway—and I know it. I came into this world toward the tail-end of a generation known as Baby Boomers. For decades, we were the only generation that mattered. We were huge! But like the Traditionalist generation before us, we’ve been dying off. Without going too deep into Generation X, the Millennials, or Generation Z—all of whom came after me—the thing of it is, my generation is no longer capable of sustaining, let alone expanding, the automobile and motorcycle industries. Mobility scooters are another story, but let’s not go there today.
I attended two consumer trade shows this month, the Chicago Auto Show and the Chicago Motorcycle Show, each considered major consumer shows in their own right. I have a longer, if less consistent, history with the auto show, but a much more recent history with the cycle show. Both have changed a great deal over the years. Let’s talk about the car show first.
Today the American car buyer/leaser is interested in big honkin’ trucks and SUV’s. Smaller segments are into sporty little cars, earth-friendly vehicles, and believe it or not, economical transportation choices. Me, I grew up to become a sedan man. Most of the cars I have owned in my adult life have been sedans. My current ride is large, exceptionally comfortable ’08 Chevrolet Impala with a nicely appointed interior, for its age, and a buttery-smooth ride. Nobody buys sedans anymore, so the genre doesn’t get a lot of attention from the manufacturers, neither in R&D nor marketing. At the auto show this year, the “bigger” sedans were not too plentiful. What is available was displayed, but not exactly showcased. Hey, I understood. And on the bright side, I never had to stand in a long line to sit inside one of them.
So much has changed since the last time I attended the Chicago Auto Show a decade or two ago. There’s no denying it’s a smaller show. Numerous marques have gone out of existence since the last time I was there. When I was a kid, the aftermarket/accessory/travel/merchandise vendor booths took up nearly a floor of their own at what is now called the Lakeside Building at McCormick Place. That was a lot of square feet. This year they took up a small fraction of that. To be sure, the new show had some astounding features not found in 1974, such as in-show demo rides and outdoor test drives. But for me, the sheer grandeur of this show has shrunk back a bit.
To be sure, the Chicago stop of the International Motorcycle Shows (IMS) used to be physically larger, not because so many brands have gone out of existence since I began coming (a few have), but because fewer exhibitors are showing up. More on that in a bit. But this has always been a very different show than it’s automobile counterpart. Motorcyclists are a smaller segment of the U.S. population at large and perhaps a bit more fragmented as well. I’ve been coming out every year since I became an active motorcyclist in 2003 (I was a late bloomer, but a fanatical one). I have seen a number of changes in the hobby, the industry behind it, and this show, which to a degree represents it.
It was the best of times to attend the IMS. The accessory / aftermarket / merchandise aisles were packed, too. Then the Great Recession hit. Motorcycle dealerships were closing left and right, as were some less-than-major manufacturers and a number of aftermarket companies, too. The terrain of the motorcycle dealership and merchandising networks was forever changed, the IMS scaled back accordingly, and if you ask my opinion, the industry has never been the same since then.
I’m a touring rider. I ride big-displacement bikes configured for comfort and overnight travel. These are not entry level bikes, nor are they cheap by any definition. Many people can’t afford them. In point of fact, I can’t afford them—never mind that I have owned three so far. The touring bike class has never been the dominant segment of the motorcycle industry, but it has been significant. I commented earlier that I am sort of on the fringe of the black leather biker demographic. That’s only because I currently ride an American-made, big-inch V-twin and as the result, I tend to dress more like a pirate and less like a spaceman. But only six years ago, I was riding a much faster Japanese sport-touring rig and back then, I dressed more like a spaceman. So you see, it’s all relative.
But no matter how you slice it, my demographic is in decline, along with several others. The generations that follow are for the most part decidedly not marching in line with us older types. Big-inch V-twins don’t excite the later generations. Neither do the full dresser touring rigs or their sport touring subset. Or racer replicas. Surely there will always be technical riders, sport riders, and hooligans, but these will not dominate the hobby.
During my visit to the 2019 IMS, I had the pleasure of listening to and speaking with my friend Gina Woods of Open Roan Radio, and a newer acquaintance of mine, Robert Pandya who helped bring the Discover the Ride experience to life at IMS events across the country. I can’t say enough about either of these individuals and the contributions each has made to our hobby and to the motorcycle industry at large. And while each will eagerly acknowledge the heritage of our hobby, they are equally eager to acknowledge and welcome that which is new and exciting. We need more people like this influencing the industry.
And so here I sit, figuratively speaking, upon Miss Scarlett, my 2012 Victory Vision Tour (did I mention that Robert Pandya worked for Polaris when they brought the Vision to market?), looking forward to the upcoming riding season. I may no longer be the primary demographic target for either the automobile or motorcycle industry, but I still have my eye on certain products of theirs and amusingly enough, they still have their eyes on my spending dollars. Maybe it’s a love/hate thing.
As always, thanks for hanging with me.
A pleasure to meet you in person albeit briefly. Thank you for the kind words.