Women rise in bike sales

As motorcycle sales recover from a three-year slump with 9.6 per cent growth in the first quarter of this year, it seems more and more women are coming on board, chasing freedom and expression. 

The top two brands for women are Harley with 13 per cent female buyers, up from 7 per cent in 2008, and Ducati with 6 per cent, although that climbs to 18 per cent for the Monster range with its learner-legal model. 

Sales to women riders have also resulted in the brands recording sales increases of 22.4 per cent for Harley and 44.5 per cent for Ducati in the first quarter. 

Harley promotions executive Isabel Perez says they started marketing to women in 2008 with women-only training evenings called Garage Parties at 36 dealerships nationally, a global "Pink Label" of clothing to create awareness for breast cancer research and a special women's magazine. They have also released a range of low-seat accessories and low-seat motorcycle models.

"As more women are seeing other women riding, they are becoming interested," she says. The biggest obstacle has been male-oriented dealerships. "Salesmen tend to talk down to women, but it's slowly changing," she says. 

Motorcycle journalist Kellie Buckley agrees. "When you walk into a dealership they ask are you here to buy a present for your boyfriend? or are you here to get a scooter, love?"

Buckley owns four bikes, has been a motorcycle journalist for seven years and is news editor at Australian Motorcycle News, but still finds she has to prove herself as a female rider. "I do have to ride harder and faster to prove myself," she says.

"I think there is so much more acceptance now and finally there is suitable riding gear available for women." Ducati spokeswoman Marina Strbac says the introduction of the learner-legal Monster as well as factors such as light weight, low seat, easy handling and custom colours and accessories were attracting more women to the brand.

Actress, model and journalist Zoe Naylor has been a Ducati Monster fan for several years and is a brand ambassador. The former McLeod's Daughters star says she originally looked at Harleys for their comfort but likes the sporty Monster 696 which is still "pretty comfortable but also sexy".

Harley Garage Parties:

Fraser Motorcycles, Wollongong, April 18-19
Gold Coast, April 18
Perth, April 18
Central Coast, April 20
Fraser Motorcycles, Newcastle, May 2 & 10
North Coast V-Twins, May 3
Horsham, May 4
Sunshine Coast, May 4
Trivett, Sydney, May 8
Fraser Motorcycles, Homebush, May 9 & 12
Fraser Motorcycles, Perth, May 9 & 10
Harley Magic, Cairns, May 9
Mount Isa Motorcycles, May 12
Townsville, May 17
Rockhampton, May 26
Morgan & Wacker, Brisbane, May 30
Quick Fix Harley-Davidson, Mildura, June 15
Harley Heaven, Melbourne, June 20
Harley Heaven, Ringwood, July 5
Hobart, July 7
Harley Heaven, Adelaide, July 19
Harley Heaven, Dandenong, August 2
Harbour City Motorcycles
Gladstone, August 24
Robbo's Motorcycles, Fyshwick, September 5
Capital Harley-Davidson, Orange, September 29
Gasoline Alley, Brisbane, October 11
Richardson's Harley-Davidson, Hobart, October 20
Geelong, November 28
Sy's Harley-Davidson, Sydney, November 30