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5 Demographic Shifts In Powersports Sales

Baby Boomers • Millennials • Modification Seekers

Posted January 23, 2025

The powersports industry is evolving, and dealerships that recognize and adapt to these demographic shifts will have a competitive edge. Older riders are looking for comfort and stability, younger buyers seek tech-driven options, and women represent a fast-growing segment that demands a different sales approach.

Get Answers To 5 Important Questions

How can dealerships tailor inventory to meet shifting demographics?
What marketing strategies attract younger and female buyers?
How can dealerships balance in-person and online sales experiences?
What role does customization play in boosting dealership revenue?
How do urban and rural markets differ in powersports preferences?

Aging Baby Boomers

Older buyers, once dominant in motorcycle sales, are increasingly opting for trikes and electric alternatives for greater comfort and accessibility. In 2021, 17% of motorcycle owners were 55 or older, with growing interest in eBikes (Motorcycle Industry Council). Dealerships can cater to this demographic by offering trikes and eBikes to meet their needs.

Actionable Tip

Stock models that prioritize ease of use, lower seat heights, and features like automatic transmissions. Consider hosting demo days targeted at older riders.

Female Buyers

Women are becoming a larger part of the powersports market, particularly motorcycles and eBikes. Female motorcycle ownership increased by 50% over the past decade, now representing 20% of new owners (Ride Magazine). Dealerships can attract this growing market by offering women-specific bikes, inclusive marketing, and fostering a welcoming environment.

Take 4 Actions To Support Female Riders

Offer gear and bikes suited to women’s preferences, including lower seat height options.
Feature women in your marketing and social media campaigns.
Create women-focused riding events and safety courses.
80% of women say restroom cleanliness affects their decision to return, with 1 in 5 leaving if facilities are poorly maintained (Sani-Can).

Millennials & Gen Z

Younger buyers, especially in urban areas, gravitate toward UTVs, dirt bikes, and eBikes. A 2022 survey found 54% of UTV buyers were under 45 (Powersports Business). This generation values sustainability, technology, and affordability, making electric models a strong selling point.

3 Ways To Connect With Younger Buyers

Offer financing options with low monthly payments.
Promote electric and hybrid models with an emphasis on environmental benefits.
Use digital marketing strategies like influencer partnerships, YouTube reviews, and Instagram ads.

Modification & Customization Seekers

Customization is booming, with dealerships generating 40-50% of revenue from service, high-margin accessory sales, and part orders (Powersports Business). Offering aftermarket components like grips, seats, and handlebars can boost profits. Partnering with local custom shops allows you to meet demand without heavy inventory investments (NPD Group).

Maximize Customization Sales With These 3 Techniques

Upsell add-ons at the point of purchase.
Offer service packages that include installation.
Host custom bike nights to showcase modified vehicles.

Urban vs. Rural Trends

Urban buyers lean toward electric vehicles, with 57% considering an EV purchase in the next five years, compared to 36% of rural buyers (Statista). Urban dealerships should highlight EV incentives and commuter-friendly models, while rural locations should emphasize durability and range.

3 Targeted Sales Strategies

In cities, push scooters, eBikes, and lightweight motorcycles for short commutes.
In rural areas, focus on ATVs, UTVs, and adventure bikes with high fuel efficiency.
Offer flexible test rides tailored to different riding environments.

Know Your Buyers & Be Where They Shop

New buyers are reshaping sales strategies. Younger customers are drawn to electric vehicles and tech features, while older buyers value comfort and reliability. The growing number of female riders demands tailored products and inclusive marketing. Dealerships are adapting to personalized sales, offering digital options for online buyers and in-person service for those seeking a more traditional experience.

5 New Demographic Insights Gained

Baby Boomers are shifting toward trikes and eBikes for comfort and accessibility.
Women are a fast-growing segment in powersports, requiring tailored inventory and marketing.
Millennials and Gen Z buyers prioritize electric, tech-driven, and affordable options.
Customization is a high-margin revenue stream that dealerships should actively promote.
Urban and rural buyers have distinct preferences, requiring different sales strategies.

5 More High-Value Questions Remain

What financing options appeal most to younger buyers?
How can dealerships better leverage social media to target new demographics?
What dealership design changes can enhance the customer experience for women?
What service and maintenance needs do EV buyers have compared to traditional gas-powered models?
How will future government regulations impact powersports sales trends?