4 • April 2024 • Powersports Business

RALLIES , RIDES , AND BIKE WEEKS Daytona Bike Week , Sturgis Rally , and many other smaller events throughout the year encapsulate the V-twin segment , historically centered on social gatherings . We attended Harley-Davidson ’ s 120th Homecoming last year , and it was a massive success with more than 100,000 people visiting the birthplace of the brand in Milwaukee , which also included a two-day concert series with top bands such as the Foo Fighters and Green Day as headliners . The event was so successful that Harley ’ s president and CEO , Jochen Zeitz , declared that homecoming would become an annual event starting this year .

One of our team members visited Daytona Bike Week in March and confirmed a strong presence of enthusiasts and riders . While these events continue to evolve , the culture and camaraderie remain the same . Bikers like to hang out with other bikers .

Vendors flock to rallies such as Bike Week and Sturgis to sell parts and accessories because they can reach the riders where they are , typically make a sale , and install the parts on-site . One vendor we spoke with said they doubled sales during Bike Week this year over last year . While some hotels grumbled about lower occupancy rates than the previous year , many rode in from all over the region for at least a day to take it all in .

According to a report in the Daytona Beach News-Journal , merchants on Main Street said business was booming this year . Still , area hoteliers had more difficulty filling rooms , likely due to the weather forecasts . Attendance for Bike Week has been estimated to be around 300,000−400,000 . But this year , the Chamber of Commerce is using cell phone data called Geofencing to estimate attendance , which should be more accurate , and we are awaiting those numbers .

OUTLOOK As we look to the future , the V-twin motorcycle market shows no signs of slowing down . With advancements in engineering and design , manufacturers continue to push the boundaries of what is possible with the V-twin configuration . The next generation of V-twin motorcycles promises to deliver an unparalleled riding experience , but the push for electrification may cut into market over time .

Customizing is at the forefront of the V-twin segment , and one of its main appeals to younger and older riders is to make something unique wether on two-wheels or three .

35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 %

Harley ’ s 120th Homecoming last year was a massive success and the CEO has proclaimed the event will now run annually . The LiveWire exhibit seemed a little out of place with all of the V-twins , but it could be the future of this traditional segment .

PERCENT OF AND AVERAGE TOTAL NEW UNIT PURCHASES AND AVERAGE SPENT BY BUYER GENERATION

$ 27,679

$ 22,776

Furthermore , as environmental concerns become increasingly important , we expect to see more emphasis on sustainability and ecofriendliness in the V-twin market . Already , some manufacturers are exploring alternative fuels and propulsion systems , ensuring that V-twin motorcycles remain relevant and viable in a rapidly changing world .

Our American Rider team member says that

$ 29,562

$ 17,363

33 % 29 % 27 % 11 %

Gen X Millenial Baby Boomer Gen Z

$ 35,000 $ 30,000 $ 25,000 $ 20,000 $ 15,000 $ 10,000

$ 5,000 $ 0

Source : Lightspeed

we shouldn ’ t be surprised if Harley brings the Sportster back at some point . And he ’ s not referring to the Sportster S , powered by a bigger 1,250cc Revolution Max water-cooled engine . He says the Motor Company is notorious for relaunching bikes that have been discontinued at some point . He predicts they will bring it back in some form . He ’ d like to see a good under 500cc V-twin-powered bike , and perhaps that might be coming from an overseas partner . This could be a possibility as it seems unlikely that Harley would put much of their own effort into a low-margin bike .

Harley is also heavily involved with the custom crowd , and the younger generation that attends shows like Mama Tried , V-twin Visionary , and other performance H-D shows . A strong community of young builders and customizers also form their own sub-communities within the broader V-twin cruiser segment .

Our teammate notes that younger builders are much more into DIY or Rat Rod-style , which is not as over the top as custom builders used to be . “ The OCC revolution is mostly a thing of the past . No one is spending that kind of money on a custom bike anymore ,” he says .

FINAL THOUGHTS With its rich history , diverse lineup of models , and passionate community of riders , the V-twin continues to captivate enthusiasts worldwide . Whether your customer is drawn to the timeless appeal of a classic cruiser or a high-performance sport ( y ) bike , there ' s a V-twin motorcycle for everyone . As we look ahead to the future , one thing is certain : the legend of the V-twin will continue to grow and evolve for generations to come . www . powersportsbusiness . com Editorial and Sales : 763.383.4400 Subscriber Service : 763.383.4492

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