The future of motorcycling lies in collaboration and innovation.

In this episode, Kyler and John sit down with Ron Luttrell, a seasoned leader in the motorcycle industry, to discuss the pressing challenges and opportunities within the market. Ron shares his perspective on why the industry is struggling to grow ridership and how OEMs and dealers can work together to drive long-term success.

He talks about his experience navigating the competitive landscape and the importance of breaking down barriers between manufacturers and dealers. Ron also highlights the rise of community-driven marketing and how the motorcycle industry can learn from adjacent sectors to create a better experience for riders of all ages.

Key Takeaways:

• Strengthen Industry Collaboration: Ron emphasizes the need for OEMs and dealers to unite in their efforts to grow the market, focusing on collective success rather than individual market share.
• Address Riders’ Concerns: From safety gear advancements to improving convenience, Ron explains how the industry must shift its messaging to attract a broader audience.
• Embrace Community Marketing: Ron discusses how fostering a sense of community within the motorcycling world can help build lasting relationships and grow the industry for the long term.

Timestamps:
(00:00) Introducing Ron Luttrell
(01:35) Current issues in power sports and motorcycles
(02:11) Decline of ridership and the need for industry action
(04:33) The challenge of limited marketing budgets in OEMs
(06:03) What a united industry campaign could look like
(07:05) Why youth are not riding motorcycles: safety and convenience
(10:08) Changing market segments and attracting younger riders
(11:09) The dealer network’s role in marketing and sales
(18:34) Turning dealers into brand advocates
(26:51) Launching the Flying Flea and electric motorcycle challenges