As Boomers approach retirement with time and money, they’re longing for adventure, with some hopping on a chopper; in 2014, 3,000 over-50s gained a UK motorbike licence. Saga bought motorcycle insurer Bennetts to tap into this market, but what’s driving over-50s to the open road?
The all-American motorcycle brand Harley-Davidson wants to shift its leather-clad values from testosterone and ego to independence and freedom by making bikes specifically for women. And it seems a smart move, with more than 12% of US motorcycles purchased by women.
The post-uni backpacking trip is a rite of passage for many young adults – a chance to explore distant lands and make new friends. But as students struggle to balance their wanderlust with rising tuition fees, something strange has happened on the traveller trail; it’s now filled with Boomers.
Gone are the days when owning a car was part of growing up. As car brands try to keep people interested in driving, the need for a genuine connection has never been greater. How can brands create a sense of being part of a car tribe? And what does the car you drive say about you?
A leather-clad figure sits atop a motorcycle speeding down a highway, hair whipping back behind them. The scene is appropriately cinematic for a documentary about the power of motorcycles. But backed entirely by Belstaff, BMW Motorrad and Motul, is this film anything more than a glorified advert?