Consulting firm Centauric LLC selected to lead research-based phase of long-term program

Strategic plan to be unveiled at the MIC’s AIMExpo Presented by Nationwide

IRVINE, Calif., – The Motorcycle Industry Council is launching a broad, long-term initiative to bring more people into the world of motorcycling, the MIC board of directors announced today.

“It’s clear the industry needs to reach and inspire new customers. While many of us, with our individual businesses, have taken steps to grow ridership, we also should be working together, and the MIC wants to help make that happen,” said Paul Vitrano, MIC board chair and senior assistant general counsel at Indian Motorcycle and Polaris Inc. “To help us fully understand the barriers to entry, and to create an inclusive strategic plan to conquer those barriers that will be available to all stakeholders, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity.”

Following a months-long competitive search, the MIC hired consulting firm Centauric LLC to lead the first phase of this initiative. “Centauric has committed an impressive multi-disciplinary team of behavioral scientists, engineers, and business consultants, and takes a unique approach to problem-solving. We are excited to be working with them on this critical initiative,” Vitrano said.

With the MIC’s in-depth library of primary industry research as a starting point, Centauric has begun conducting secondary and additional primary research that, after a series of ideation and solution labs involving a mix of industry stakeholders, will lead to a strategic plan. The plan will be presented at the MIC’s American International Motorcycle Expo Presented by Nationwide in September in Columbus, Ohio.

“This is not designed to be a quick fix, nor is it just about sales,” said Chuck Boderman, MIC vice chair, and vice president, motorcycle division, American Honda Motor Co., Inc. “It’s about showing people how motorcycles can fit into and enrich their lives, no matter where they live, what they do, what their hobbies are, or how old or young they are. This will take time, so we are committed to building a campaign that takes the long view. We strongly encourage the entire industry to attend AIMExpo to learn more about the program, and how united as one, we can attract new riders to motorcycling.”

To register to attend AIMExpo presented by Nationwide, September 26-29, click here.

The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, development of data communications standards, and activities surrounding technical and regulatory issues. As a not-for-profit national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.

The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at mic.org.