Big Twin Dealer asked me if I could profile the typical V-twin motorcycle buyer. I said, "Sure, but are we talking about the custom buyer or the buyer who prefers one of the larger, more established OEMs? And which age group did you have in mind?" They said, "You tell us."

For today's conversation I'll refer to the V-twin as found in cruiser, touring, sportbike or custom trim. Each one of these categories has its own set of traits, but they all share the traditional lean lines of a V-twin engine along with its narrow profile.

Demographics

Of course, this subject means nothing without a discussion about demographics or the specific traits of each buyer so you can target your customers and draw them into your store.

The three basic demographic groups are Gen Y (18- to 24-year-olds); Gen X, which takes you up to the 38-year-old, and the baby boomer generation, which takes you up to the 60-year-old.

Now when it comes to motorcycles, you also have to consider the blue-collar workers versus the white-collar professionals. And of course let's not forget the women or other minorities. (I know at this point this is all getting very confusing, but hang in there.)

Let's start with Gen Y. There is a small counterculture group within Gen Y that likes basic, retro, hot-rod-but-creative bikes like bobbers. Gen Y also likes sportbikes, but it appears to be the multi-cylinder variety that grabs their attention. The big deciding factor here is the pocketbook. While Gen Y members don't have as much money as the other groups, they like to brag about creating the most unique bike without breaking the bank.

Gen Xers like taking it to the next level. They are still the driving force in choppers, where the traditional styling lines get pushed, and a magical blend of old-school and modern technology takes place. The newest trend that blends sportbikes and customs together (to form what are known as streetfighters) is marrying the highest levels of function and styling into pure adrenaline. Interestingly enough, the products Gen X wants are available from the custom and OEM world. Roland Sands has produced some interesting examples, as have Buell and Ducati.

The baby boomers are responsible for the crazy growth we have experienced over the past 15 years. This is a large group, mostly white-collar with money to spend and, more important, the willingness to spend it on toys. This group is responsible for the Harley revival, the metric V-twin cruiser revolution, the emergence of custom manufacturers, chopper madness and the current bagger boom. It has always been rewarding to provide whichever trend this group desired, but the problem now is they are getting old and literally dying off.

Target Marketing

What this means is you have to recognize where your customers fit in all of this and direct your promotions and product mix accordingly. If most of your customers are baby boomers, your salespeople need to be mature, and you probably don't need to carry $15,000 rigid bobbers. On the other hand, you better have all your sourcing lined up to convert that smooth touring bike into a low-slung, sleek custom bagger.

The proliferation of product has become so great that it is impossible for one shop to have all products and cater to all demographics. This is the age of specialization, and the better you can define your specialization the more successful you will be.

Did you know that women are the fastest-growing segment in motorcycling? Sure you did, but what have you done about it? Did you know there are many ethnic sportbike clubs? Did you know these clubs have been around for a while and many of their members are getting older and switching to customs? Sounds like an opportunity to me.

If your specialty is hot rod customs and most of your customers are baby boomers, then you better change your specialty or figure out how to attract those younger Gen X riders. If your specialty is Shovelheads and older Evolutions, your shop can thrive in a blue-collar atmosphere. If you carry custom bikes that range in price from $30,000 to $60,000, your shop better look sharp and offer pick-up and delivery services.

Bob Kay

In conclusion, if you want to appeal to all V-twin riders, you better get ready to invest a small fortune into your business and address the needs of all these viable segments. On the other hand, you can be very successful addressing, targeting and thrilling the profile group you identify with most.

Bob Kay is the owner of Biker Pros, the co-founder of Hardbikes and an ex-affiliate of American IronHorse.