Honda Helps the Newbies
Back in the 1960s, Honda motorcycles were cleverly advertised as hip and fun and accessible to everyone.
Almost overnight, the Honda 50 became something of a sensation. And, in one fell swoop, the company helped turn around the image of motorcycles tarnished by unsavoury gangs and pop culture rebels.
Well, Honda is at it again, but with a slight twist. This time they're out to rescue the industry from flagging sales and help reverse its image as an aging baby boomer's sport.
To accomplish that, they're introducing a sexy entry-level street bike called the CBR125R and a full-blown support program. They're hoping the new strategy will entice new riders by making it easier and more enjoyable to get into the sport.
Journalists from the Canadian motorcycle press and lifestyle magazine market were recently offered a preview of the ambitious new campaign during Honda Canada's annual winter press launch in sunny Miami, Fla.
The plan is an initiative of Honda Canada. It will be implemented exclusively north of the border, no doubt under the close watch of American Honda officials.
Over the last number of years, the motorcycling market has been through a period of growth that research has shown is starting to taper off. That's largely because the baby boomers are starting to get to the end of their recreational lives.
The concern now is that the boomers are not being replaced in this market. According to Honda Canada's marketing manager, Warren Milner, about 30,000 enthusiasts obtain their motorcycle licence each year in Canada, but less than one-third buy motorcycles.
Honda Canada began conducting research to find out why these entry-level riders are not coming into the market despite unprecedented investment in new product by all manufacturers.
They found, said Milner, the phenomenon was due to a combination of factors. For one, new riders reported they felt intimidated by the latest bikes. The industry has been catering to boomers, almost to the exclusion of others, by building bikes increasingly larger, more powerful, and more expensive.
Respondents also registered their dissatisfaction with dealerships which, on the whole, they criticize for not keeping pace with the evolving product they sell. "The number one thing new riders want is knowledgeable sales staff," says Milner. The next most common complaint from course grads was inattentive sales staff.
Starting in mid-April, Honda Canada's New Rider program will offer a comprehensive package through its dealers in major cities across the country.
To help educate new riders, the program will offer seminars on safety, insurance, and maintenance.
It will also include a 125-cc bike, three-year financing with a three-year warranty, and roadside assistance. Riders will get to choose fashionable safety gear (except a helmet) through Honda's joint partnership with Joe Rocket Motorcycle Apparel.
All of this (with the exception of insurance, although Honda is attempting to negotiate favourable rates) will be available for $149 per month. There's also an option to purchase the bike outright for an estimated $3,500.
The CBR125R is a version of Honda's vaunted CBR600 and CBR1000 with its aggressive replica racer styling and sporty performance. That in itself should stand it in good stead for those looking for something between a scooter and a cruiser.
For a bike of its size and affordability, it's surprisingly full-featured. There are such extras as cast wheels, full instrumentation (speedo, tach, fuel and temp gauges), twin multi-reflector headlights, and underseat storage.
Putting it through slow-speed manoeuvres on the lot at Miami's Homestead Speedway took me back to the fun I had learning to ride a bike of similar displacement some years back. Its light weight (only 118.9 kg), short wheelbase and light-action clutch made it very nimble.
Out on the track, it was a very able performer. Its close-ratio six-speed transmission and fuel injected four-stroke gave it quick, smooth acceleration. I was impressed by its show of power on the straights and its flickability in the chicanes and corners.
While it may have racing blood in its veins, it would make an excellent commuter considering its comfortable upright riding position and accommodating steel twin-spar frame. Its 10-litre fuel tank is reported to get great mileage. And it boasts one of the lowest exhaust emissions in its class, well under the limits of the strict EURO-3 emission regulations.
"If all goes well, we'll create a new motorcycle culture, one that is safer and at the same time environmentally responsible," says Milner. Time will tell, but for now Honda's plan is a shift in the right direction.
Canadian Motorsports Hall of Famer Bill Sharpless died on March 4 at the age of 73. Starting in 1953, his career spanned an illustrious 22 years. Bill earned the handle "all rounder" for his outstanding ability, whether road racing or competing in scrambles (motocross), enduros, trials, dirt track and ice racing. Among his many championship titles, he was awarded the coveted CMA White Trophy honouring Canada's top motorcycle racer for four consecutive years. He also won bronze and silver medals at the International Six Day Enduro. Bill was a founding member of the Nortown Motorcycle Club, and an owner of Sonic Motorcycles, both based in Toronto. Donations can be made to the Canadian Motorcycle Hall of Fame Museum www.motorcycling.ca/cmhfm.html
twistgrip@adrianblake.com
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