Marketing Masculinity: The Electric Motorcycle

This research analyzes the masculine culture surrounding motorcycles to provide commentary on the appeal of electric motorcycles. More specifically, it examines the importance of masculine characteristics in advertising motorcycle identity. It analyzes the presented masculinity, to predict market sway, and the features necessary to create a compelling product. Through the analysis of commercials and websites for various motorcycle brands the target audience is discovered and used to predict the appeal of electric motorcycles. The presented masculinity is found to be targeting very specific populations of motorcyclists, where manufacturers believe electric motorcycles will be accepted most readily. Manufacturers are effectively entering the market through these demographics and can use them as a foothold to persuade others of the benefits of electric motorcycle technology.