A Suitable Demographic

Yesterday, I mentioned that motorsports companies would do well to adjust their marketing due to the current slump in big bike sales. As mentioned before, big bikes are, by nature, a luxury item. Scooters, (traditional scooters, not maxi-scooters), are not generally a luxury item, with the likely exception of Vespa. This being the case, scooter manufacturers are in a unique position in the motorsports world. They have a product that is economical, comparably inexpensive, and a blast to ride. These three factors make scooters a surefire sales item in an unstable economy.

Consider that last year, scooter sales went up by over 60%. This was largely due to the cost of gas. With the cost of gas down under $2.00 a gallon, fuel prices are no longer as much of an imediate issue for most consumers; however, it is still in the back of many people's minds. I've spoken to several folks who want a scooter for a backup vehicle for when gas prices go up again (and it's likely they will).

As it is, there are several demographics to which scooters could be agressively marketed. I will cover a few, but I'm sure there are more out there.

The campus commuter: College students have always had two needs; money and transportation. Many college students end up with a beat up car and no money for gas. A scooter meets the need for on and off campus transportation, without breaking the bank. They even look cool, especially models like the Yamaha Zuma or the Honda Ruckus.

The rural romper: Can't afford a Harley? Still want to ride around and don't really care what kind of image your vehicle exudes? Well, a scooter is an excellent solution, though something in at least a 150cc model will be recommended. Scooters like the Kymco People series, the Aprilia Scarabeo, or the Piaggio BV series, with their 16" tires are particularly well suited to rural roads and the bumps and potholes they seem to be riddled with.

The Working Woman*: Women have traditionally been ignored by the powersports industry. This could be due to the perception that they simply are not interested in motorcycles. Whether or not that perception is accurate, it is my impression that women are interested in scooters. Scooters don't have the stigma that is often connected to motorcycles. Scooters can also be very chic, something the majority of motorcyles just don't have. For pure chic, nothing beats a Vespa, though the Yamaha Vino 125 has classic looks that rival Vespa.

Each of these demographics could be easily targeted with snappy adds in print media and on television. As suggested by KZ1000ST in an e-mail I recently received, add campaigns like "you meet the nicest people on a Honda" could be easily resurrected. Of course, new add campaigns could be launched as well, but sometimes, resurrecting classic adds can be very effective.

The fact remains, these companies have a window of opportunity they should not ignore.

*credit goes to KZ1000ST for suggesting that scooter manufacturers should market to women.