Can-Am which makes three-wheeler “roadster” Spyder and Ryker motorcycles has been aiming its product and promotions toward women over the past few years.
One of the tangible results is that more than 38% of their entry level three-wheeled Can-Am Ryker owners are female.
It’s about double the number of women who ride in the USA and about three times the female involvement in motorcycling in places such as Australia and Europe.
Can-Am’s success is the envy of other motorcycle companies which are gradually releasing they should be targeting the forgotten half of the population.
Women are attracted to the Ryker
Apart from the fact that their three-wheelers are considered easier and safer to ride than two-wheeled motorcycles, a large part comes down to their specific strategy to target women called the Women of On-Road (WOOR). It’s a global initiative, but largely focusses on North America.
This past year, WOOR supported 12 distinct causes, including organised rides and rallies for women, a women’s motorcycle festival, female-focused charities, and other initiatives that support women who love to ride.
Not only has female ownership of Spyders and Rykers increased, but it has also garnered the company nearly 20 awards from local and global organisations for inclusivity and education.
Among them is recognition from the ANA Multicultural Excellence Awards, which celebrates the year’s best multicultural advertising campaigns.
Other honours include:
2021 U.S. Effie Award for Engaged Community – Products / Digital.
Five awards from the IDÉA Awards: Media Grand Prix Winner, Best content creation, Best integrated campaign, Best use of social media, and Best use of data and research.
Four awards from CMA Awards – Canada: Business Impact (Gold), Environics Analytics Data-Driven Marketing (Gold), Brand Building (Silver), and Engagement (Bronze).
Three awards from the Festival of Media North America – NYC: Best campaign for automotive (Gold), Judges choice award, and Best use of digital platforms.
Best use of data and insights from the Festival of Media Global.
Best campaign led by data from the MMG Awards.
Automotive Grand Prix from the World Media Awards.
Media Plan of the Year from AdWeek – NYC.
Bronze Media Agency of the Year – Canada from Strategy.
Niche Marketing (Silver) award from the Media Innovation Awards
Can-Am On-Road Global Marketing Director Martin Ethier is understandably “thrilled”.
Women of On-Road lead Evelyne Plante says WOOR provides advice, support and inspiration for one another every day to help women overcome the barriers that prevent them from experiencing the power of riding.
“There is still a long way to go for women in the motorcycle industry, but we are proud to be making a profound impact and bring change while inspiring others,” she says.
“In 2022, we’re excited for more female-driven opportunities to come to fruition to continue our mission. We will be working hard to globalise the program, involve more of our Can-Am dealers and further connect the members of our community, both online and offline.”