Bikers absolutely hate motorcycle stereotypes leaving many to wonder why the two-wheeled industry has such a pre-determined or some would say, narrow view on women riders.

One such assumption is that female motorcyclists want ‘feminized’ riding equipment, which could be a mistake that could cost the industry the chance to attract new customers, according the CAP the used motorcycle pricing experts.

Alan Elsworth, editor of CAP Green Book, the industry standard trade guide to used motorcycle values, the most successful female-friendly dealer’s focus on safety and practicality rather than pink leathers and helmets.

“A typical example of the desire among women to be treated on an equal footing came from a dealer contact recently who was selling to a married couple who were both starting out as riders.” Alan Elsworth writes in the latest edition of Green Book, “After making sensible bike choices, under the expert guidance of dealer staff, they were then pointed to riding kit and offered professional safety information. “

“But when the dealer suggested the woman check out the “ladies gear” her immediate response was to ask if there was anything available non-pink,” Elsworth continues, “This dealer is not unique in realizing that woman do not want to be treated as anything other than motorcyclists.“

In a year when the motorcycle industry has seen new bike sales reduce by nearly 7% it is more important than ever to attract new customers and women represent a still largely untapped market. But research consistently suggests that treating women differently is a mistake that could hold back attempts to grow the female biking fraternity beyond its current estimated 10 – 15% of the market.

“It is also noticeable that dealerships run by a husband and wife team are more successful in retailing to women. No doubt they connect more easily with the female customer because they understand this fact” He notes, “It is also noticeable that pink is conspicuous by its absence among the wares sold by the few specialist vendors of female biking apparel.”

“The advice is, don’t tar women with a pink brush and instead realize that if women are better understood a still largely untapped market is probably there for the taking.”