What both dealers and riders can do

​

The #RideLife. Photo by Kawasaki.

As we ride and travel, we meet with many in the industry and often talk about how we can expand the “ride life”, and wonder why many in the younger generation show little to no interest in throwing a leg over a bike. Manufacturers understand these younger Millenials and Gen Zers never learned how to drive a car with a manual transmission, and thus struggle with using a clutch and shifter. Manufacturers offering electric motorcycles have a leg up on this issue, so many thought the EVB market would welcome new riders faster than the more traditional brands from the US, UK and Japan.

Yet that doesn’t seem to have been the case.

Zero Motorcycles.

Basic economics certainly comes into play of course, but many brands are designing and delivering bikes in the $5K-10K range, which should help attract those with some “disposable income”. We believe there is a larger issue here and thought we would identify some of the barriers of entry into the motorcycle world along with a few ideas on how dealers and manufacturers might consider addressing them.

A quick web search indicates there are no state or federal laws in place in the U.S. that motorcycle dealers must follow when offering a test ride to a prospective buyer. There is no uniform federal or state-specific legislation that explicitly regulates motorcycle test ride protocols. Therefore, there are no comprehensive state-by-state comparisons available by way of statutes or DMV rules. Regardless of the lack of regulations, there are barriers to simply test ride a new bike.

Woman rider getting it done in the dirt. Photo by KTM.

Dealership Practices Across the U.S.

Rather than being legally mandated, requirements for test rides come from individual dealer policies, manufacturer protocols, and liability management- not state law. In our litigious society dealers must cover their liability to protect their business, which in turn creates a massive barrier to entry into the riding community.

I recall when I was ready to get back on a motorcycle back in 2017. I began shopping online and visiting a few dealerships. I had ridden in the past but it had been a while. Dealer personnel were willing to talk to me and help me understand which bike would best suit my riding needs, but taking anything out for a ride wasn’t happening until I had a Class M endorsement on my license. This meant taking a state DMV test before I could even consider test riding a new or used bike sitting in the showroom.

A Demo Day. Photo by Honda.

A dealer or individual can of course sell you a bike without you having the Class M endorsement and once you bought it, you can ride it off the lot as you the owner and rider assume all risk and liability. But for the dealer networks, the right way to get you on the right bike is to let you test ride several models and to do that, you need to have a Class M license.

Here are some of the typical dealer requirements to test ride a bike:

• A valid motorcycle license or endorsement (Class M or equivalent)
• Proof of motorcycle insurance– auto insurance usually doesn’t count
• Signing of a waiver or liability agreement– often requiring the rider to assume damage costs
• Protective gear– DOT-approved helmet, long pants, closed-toe shoes or boots, gloves, long-sleeved shirt or jacket, and eye protection
• Pre-scheduling/test ride bookings- sometimes limited to select models or only during “Demo Days”

Dealers can outright deny test rides over liability, insurance, and risk concerns, even for licensed riders. Some high-end brands (e.g., BMW, Harley-Davidson, Ducati) are still likely to offer demo rides, but under strict terms. Certain manufacturers employ technical restrictions like locking the ECU (Engine Control Unit) making test rides impossible unless certain conditions are met.

A quick Reddit search reveals many are frustrated by these barriers to entry, with comments like these:

-“99% of dealers do not allow test rides. Especially for new riders.”
-“Most dealerships do not allow test rides… European brands do demo days much more often.”
-“Dealership test rides are fully insured with a contractual 2k deductible.”

Most online comments reflect that the practice is largely shaped by individual dealer policy rather than law.

Yamaha MT-09 in the redwoods of northern California. Photo by Yamaha.

Best Buyer Practices

Because the rules are not standardized by state or federal laws, some actions a prospective buyer should consider when they are ready to shop include:

1. Call the specific dealership you plan to visit and ask:
   • Do you offer test rides?
   • What documentation and gear are required?
   • Can I ride a demo bike or attend a brand-hosted demo day?
2. Attend a manufacturer demo event if available. These are often your best chances at throwing a leg over the ride of your choice. You should already have your own full face helmet, gloves, boots and long sleeve shirt/jacket. You’ll still be required to have a Class M, proof of insurance, and have to fill out their requisite liability paperwork.
3. Complete a formal motorcycle safety course (e.g., MSF): this can help overcome reluctance from dealers and is by far the best way to ensure you can safely ride your new bike off the lot.

Photo by Harley-Davidson

Dealers should consider better relationships with local DMV’s (like many local Harley and Honda dealerships) or establish their own safety courses on their own brand(s) of bikes. Safety course days don’t have to be boring. Dealers can provide helmets and offer t-shirts, etc. included in the course cost along with lunch and all the documents required to obtain their Class M license. Brands will clearly benefit from exposing new riders to their models, dealership and service programs during day long courses.

Lest we forget, when dealers market their bikes and courses, they should be sure to target both sexes. The number of women riding motorcycles has certainly grown exponentially over the last 10 years and should continue if we focus on their needs. Programs targeted to the female rider using smaller platforms for safety courses might be wise to consider.

Dealer YouTube channels providing safety videos to help train the public on motorcycle riding safety tips and best practices would be a big help as well. Sure, include those bike night videos and put the ride community experience on full display, but providing solid information on YouTube and your social media accounts can help all of us.

Photo by Harley-Davidson

Some Final Thoughts

As a moto media promoting the “Ride Life”,  Road Dirt is dedicated to helping new prospective riders quickly and safely find and buy the bike of their dreams. This requires us to deliver compelling content, stories and reviews that push the right buttons for the younger gens to seriously consider what they might be missing by not being part of their local riding community. Much like hunting, boating, camping or any other recreational hobby, motorcycling can be addicting when you come into the community the right way from the get-go. If we all focus more on reducing the barriers to entry into the #RideLife, our entire industry will benefit and we can all enjoy more seat time with our brothers and sisters on their sweet new rides!

Just a few thoughts that have been rolling around in my cranium lately. What do you think? Share some of your thoughts and ideas in the comments below.

Phil G

*Hey, Autumn leaf riding is around the corner, and nothing compares to the Southern Smokies. For our fave place to stay and ride from, check out our friends at Iron Horse Motorcycle Lodge in Stecoah, NC. Tell them Road Dirt sent you!