5 Ways The EV Market Can Capitalise on Cafe Racer Culture.
The future proof way to a loyal and dedicated consumer base.
- Community
The Cafe Racer motorcycle community has an extremely powerful global interest and admiration. The timeless design, aesthetic and culture is portrayed in almost all motor industries. Today they make up for 20% of the global motorcycle industry. Brands like ‘Deus Ex Machina’ , ’The Bike Shed’ and ‘Distinguished Gentleman’s Ride’ have been a driving force behind this lifestyle and continue to expand their loyal community: If you can tap into this community you will develop a much stronger foundation.
2. Design
Cafe Racer’s aren’t a new thing, so why are more and more brands using the term? Since the 1960’s they’ve developed a rebellious cool streak about them. The low profile and “speed” driven aesthetics appeal to the less ordinary consumer. They’re different, bespoke and personal and it’s the customisability of these bikes that make them so appealing. With manufactures like Yamaha and Triumph turning to the renowned builders for design inspiration, shows just how influential the custom scene is. Simplicity is key. The modern custom motorcycle is free from clutter and only wears the absolute necessity.
3. Collaborate
The crossover between custom cafe motorcycles and consumer industries is at
it’s strongest. The parallel use as a design tool is extremely powerful and is frequently seen in high street fashion and lifestyle campaigns across the world. For example, Events, Clothing, Alcohol, Tech brands and Cafe’s.
- Alignment: The partnership should line up with your business objectives.
- Leveraged Advantage: The partnership should create a multiplier effect as apposed to an addition effect.
- Competitive Advantage: You give a marketplace advantage over other competitors with niche association to a cult following.
- Sociopolitical: A strategic move to strengthen or change a market perception.
- Market Entry: You can gain entry into a market otherwise reserved for fashion brands.
- Insight: EV technology is relatively new comparative to motorcycle community, merging the two will provide valuable consumer insight to a new industry.
4. Aftermarket Sales
The aftermarket motorcycle sales industry is valued at US$ 17.1 Bn in 2021 and forecast to surpass US$ 38.8bn by 2032. This statistic accounts for, repairs, upgrades, exhausts, brakes, suspension, oil, gas tanks, tyres etc..
Some of these areas can’t be applied to EV’s; exhausts, engine oil and gas tanks for example, simply because they’re irrelevant and non existent. The sale of parts that are exclusive to petrol powered vehicles are now no longer capitable, therefore there needs to be new parts to account for this. The adoption of Cafe Racer customisation will play a huge role in the aftermarket sales offering and one that is likely to be timeless and can be adapted to the time.
5. Clear USP
A unique selling point defines your company’s unique position in the marketplace, getting at the heart of your business: the value you offer and the problem you solve. A strong USP clearly articulates a specific benefit — one that other competitors don’t offer — that makes you stand out. The Cafe Racer culture has remained an appealing aesthetic and is often at the core of many brands and businesses. Using this will attract a wide range of consumers who may not have otherwise noticed due to the avant-garde association. The Cafe Racer culture is unmistakably cool and admirable, it offers a clear ideal for what your brand is about and how it positions its self in the market.
The main advantage with this style is that’s it’s hugely adaptable and can be interpreted either way. The foundations on Cafe Racer culture were built on individualism and as such can be modified for whichever purpose.
God Speed!
