A Motorcycle Safety and Transport Policy Framework
- To bring greater public and governmental confidence to motorcycling and the industry
- Generate new markets with commuter riding as its founding basis
- Continue to make product improvements in both safety and consumer usability
Summary of Actions
Action 30: To Establish Incentives for Ultra Low Emission Motorcycles
Action 31: To Create Wider Awareness of the Motorcycle Industry’s Contribution to the UK Economy and its Contribution to Jobs and Growth
It is a common misconception that the Industry does not take its social responsibilities as seriously as it should and that it is disconnected from wider society away from its market base. Given the overall contribution of motorcycles to mobility, accessibility, technology and the environment, this is simply not the case. The Industry has been heavily engaged with society almost since its inception through the nature of the wider use of its products outside the leisure sector and its deep involvement with technical safety developments. The Industry is also a traditional supplier of crucial vehicles for emergency services. Manufacturing and business, which flows from industry activity, supports employment and the economy – often beyond the Industry’s core activities.
But the industry cannot ignore widespread perceptions that exist regarding the way it engages society. The wider social contribution of motorcycles is often lost by marketing, PR and media coverage which focuses on leisure markets. As a result, the public can be excused for thinking motorcycling is largely about indulging in risky activities.
Therefore, as part of this Safety and Transport Policy Framework, industry will focus its marketing efforts beyond the leisure sector.
- Practical solutions that can solve congestion, parking or environmental issues will be strongly promoted.
- Industry will address a widely held public view of biking as being about ‘anti-social speed, racing and crashes’.
- There will be more involvement with non-motorcycle press who are more likely to influence potential utility riders and social attitudes to motorcycling and safety.
As with so many areas in this framework, industry also needs the Government’s support, most particularly in recognising motorcycles more widely as a practical solution, so providing a policy backdrop that will enable industry to make significant traction in this re-emphasised approach to its marketing efforts.
Product safety and technological development remains a major aspect of motorcycle industry activity, with much of this work taking place at both European and Global levels. This work will and must continue, as enhanced technologies can make a major and continuing contribution to the safety of the machine itself.
Industry will continue to develop the vehicle technical safety area. As part of this there remains a strong need for close attention from government, particularly and most specifically in the area of lead times for the introduction of new measures. Industry liaises closely with DfT on these matters and appreciates the Government’s support on aspects of technical regulation