The 2020 pandemic was a disruptive factor with a notable impact on the lives of all of us and has modified and, in some cases, overturned not only social habits, but also consumption.
Today, with the end of the restrictions and the return to normal life, the effects resulting from the pandemic remain, and even the business linked to the world of two-wheel mobility has shown, and continues to show, clear signs of change.
We believe it is appropriate to try to profile today's consumers to better understand their behaviors and anticipate future consumption trends, in particular those linked to the consumers of "tomorrow".
In the past, the profiling logic was linked, first of all, to the type of "use" of the two wheels with the traditional approach to a first macro segmentation: "on road" and "off road" and to the relative sub-division of the first category (on road) in three intended uses: «sport», «touring» and «urban».
It seems clear that today there is much more "cross over" in our world and that consumption trends and purchasing motivations have changed, or are about to change, following what has already happened in other worlds similar to ours (sport, outdoor, fashion).
However, remaining faithful to an approach that must give primary emphasis to the aforementioned classic segmentation, we aim to integrate this profiling and better understand our consumers not only with a vision of "today", above all by trying to understand who the consumers will be of our "tomorrow".
There are some trends that appeared even before 2020 and which have consolidated or undergone a strong acceleration in recent years, among these:
- The «cross over» (in terms of «destination» of use)
- Versatility (in terms of "occasion" and "mode" of use)
- The perceived value (of the product and the brand)
- The weight of the female category
- The long wave of replacement of the motorcyclist population: from baby boomers to Millennials and Generation Z
- Sustainability (circular economy and environmental preservation)
Below we propose a simple questionnaire and we thank you for your important contribution in answering the following.