Born to Be Wild, But Willing to Ride a Trike


Baby Boomers really don’t want to grow up. Really, they don’t. Despite gray hair, receding hairlines, aching joints, and other physical limitations, Boomers still seem themselves as free spirits riding their motorcycles into the sunset. However, despite their vision of themselves, physical issues are forcing changes in their habits. Among these changes, adding an extra wheel to their beloved rides.

Known as ‘trikes’, the three-wheeled motorcycles are safer and steadier machines to ride, and the market has expanded to accommodate the Boomers changing size, shape, and wallets. Prices for the trikes can be close to what it costs to buy a luxury sedan – a new Harley Davidson trike starts at than $30,999. Add-ons and extra options make the rides smoother, easier to travel (Boomers like their stuff, and like to take it with them), and gives female riders new options to ride on their own as well.

Born to be wild. Maybe. But the times they are a changing.

Group Activities and Discussion Questions:

  1. Divide students into groups. Have each group list 20 factors that are involved in this new product (environmental scan).
  2. Have the teams group the factors into 5 categories: Social, economic, technological, competitive, regulatory forces.
  3. Have teams research three-wheeled trikes on the Web. Ex:
  4. Have students outline the buying process used for buying trikes, including problem definition, information search, alternative evaluation, purchase decision, and post-purchase behavior.
  5. Finally, have students develop a marketing campaign for the trikes.

Source:  New York Times, 9/14/12

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