Social Security
Social security
UP FRONT
David Edwards
THE SCENE WAS A LEATHER SHOP IN downtown Hamamatsu, the city that is to the Japanese motorcycle industry what Detroit is to U.S. car makers. Four Americans were in the spotless,
contemporarily styled store, poring over racing suits, jackets and gloves.
After purchasing some small items, the Americans—three motorcycle magazine editors and an official with one of the major manufacturers—were invited by the shopkeeper to sit at a table while he brewed some coffee. Nearby was a rack stocked with magazines, and, set into the wall, a TV screen was alive with a supercross video. For the next 45 minutes, the Americans, who between them had probably ridden every model of motorcycle—dirt and street—that had been built in the past decade, who had been to thousands of races, who had interviewed all the sport’s movers and shakers, sipped coffee and marveled at the antics of Rick Johnson and company. When that video finished, another was popped into the VCR, this one of Eddie Lawson and the boys riding their 500cc GP bikes, and the good times continued.
“What a great place,” someone remarked on the taxi ride back to the hotel.
More specifically, wasn’t it great being at a place geared towards motorcycles with a group of people who liked motorcycles, talking and joking about motorcycles?
In a word, yes, and motorcycling in America would be a darned sight better off if we had more of it here.
Forget the image of the Lone Biker of the Apocalypse, the vision that all motorcyclists saddle up and ride alone into a blazing fireball of a sunset. Sure, you’ve got to be different to ride a motorcycle, a bit rebellious and more than a little keen on adventure, but when you get right down to it, motorcycling is a social activity. Most of us like being around other riders, talking about our bikés or the latest models or last week’s race results.
For me, that point was driven home a few years ago when I accompanied a Harley Owners Group tour of the Alps. I wasn’t a guidedtour kind of person, I told myself before leaving on the trip, but while I did break off from the group every once in a while, I more often found myself right in the middle of the pack of Harleys as we chuffed through storybook villages and picture-postcard scenery. It was simply more fun sharing the experience.
Last summer, I was reminded again of the sociable aspects of our sport when I rode an Electra Glide Sport from Los Angeles to Milwaukee as part of Harley-Davidson’s 85th anniversary celebration. Harley organized rides from every corner of the country, with company officers heading each group, and like VTwin-powered pied pipers, each leg picked up more and more riders as it neared Milwaukee. Not only was it a kick being part of the entourage, but roadside rest stops turned into block parties, as riders sifted through the hundreds of bikes, stopping to compliment a paint job or ask about engine modifications.
It’s no coincidence that these two stories involve Harley-Davidson. More than any other motorcycle company, Harley realizes that there is more to motorcycling than motorcycles. Through the Harley Owners Group—which each new H-D buyer is automatically enrolled in—rides are put on, barbecues and picnics set up, charitable organizations contributed to. In short, HOG gives its members reasons to ride their bikes, to get together with other people who share their interests, to feel good about motorcycling. I think we’ll see more of this kind of approach from the Japanese companies. Kawasaki, for example, quite literally backed into putting on events last year. As part of its 1989 ad campaign, the company commissioned an artist to paint scenes showing riders meeting at various locations around the country. A date, picked arbitrarily, was part of the ad copy, though no actual event was planned. But after magazines containing the ads hit the newsstands, dealers were besieged by inquiries wanting to know more about the events. Surprised at the response, Kawasaki quickly organized crews and displays for the “rallies.” A good thing, because lots of riders—at two of the locations numbering into the thousands—showed up. Obviously, Kawasaki owners were craving someplace to ride and people to share the experience with. Last I heard, Kawasaki was going to expand the ad series for 1990.
Honda, too, will be putting on events in 1990. The company has expanded its Come Ride With Us program and will be putting on what it calls Fun Days, where interested parties will get to try out Honda’s dirtbikes, the hope being to fuel enthusiasm for motorcycling the same way dual-purpose bikes and small trail bikes did in the late 1960s and early 1970s.
Suzuki is also considering putting on events, in this case organized trail rides through some of the country’s best off-road riding areas. And, of course, the GSX-R Cup roadrace series has been a boon to club-level roadracing.
Admittedly, those programs aren’t as streetbike-intensive as HOG’s, but they are moves in the right direction. The Japanese have been hit hard by lawsuits over the last few years, and may be gun-shy about putting on road rides where people might fall down, blame the organizers and sue. If that’s the case, I’d invite the companies to retain Harley-Davidson’s lawyers and then get wholeheartedly into the business of promoting group rides and gatherings. It’s one of the ways that motorcycling will grow. They could think of it as social security for the sport.
