Motorcycle sector is on wrong track

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Isn’t the motorcycle industry running a risk with present policies on motorcycle marketing (MW September 4)? The “middle-aged thrill seekers” are promiscuous buyers. Sure they have the cash and the desire, but a drop of rain and the bike of their dreams will be back to the dealers before you can say “BMW Z3”.

The real advantages of bikes – commuting speed, ease of parking, running costs – are perfect for exploiting current transport trends; gridlock traffic, smog and inadequate public transport surround us.

Where is the investment in new product development and consumer marketing, focusing on convenience and safety to attract the “ride-to-work” biker? The motorcycle industry is on the right track, but it needs to develop its market strategically.

Paul Hunter

Senior account director

Newport Pagnell

Bucks

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