4 months after Harley-Davidson launched its effort to get nearly every adult in Ryder N.D.(population 84) licensed to ride, about 70% of the town’s eligible residents have completed the free riding lessons.
Ryder citizens who had never ridden on a motorcycle, got done with the class they were comfortable riding.
Harley-Davidson chose the town to symbolize the company’s broader goal of attracting new people to motorcycling.
That effort comes at a critical time in the motorcycle industry as U.S. bike sales haven’t fully recovered from the last recession, and the number of baby boomers aging out of riding in coming years worries manufacturers.
In a nod to Harley’s efforts, Ryder officials changed the name of their town to “Riders” for the 2017 motorcycle riding season. The classes were offered to every licensed motorist in Ryder, including some 16-year-olds.