Industry

No pink, please, we're women

UK motorcycle expert urges industry to take non-patronising approach to female bikers

THE MOTORCYCLE industry should drop the association between the colour pink and women if they want to attract more female riders into motorcycling, claims an industry expert.

Alan Elsworth, editor of 'CAP Green Book' motorcycle value guide, suggests the British industry should focus on what he refers to as an "untapped market" by promoting safety and practicality rather than pink helmets and jackets.

At present, females account for roughly 10-15 per cent of the population's motorcycle community; a figure Elsworth thinks may not improve unless the industry changes its approach to wooing a larger market.

He said: "The advice is, don't tar women with a pink brush and instead realise that if women are better understood a still largely untapped market is probably there for the taking."

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