The Motorcycle Industry Was At A Crossroads, Then COIVD-19 Changed Up The Map

2020 has been the sort of year where about once a week, you say to yourself “what just happened?” With soft sales and even negative growth at some companies as the year began, to the spectre of collapse in the face of the coronavirus to sudden sales spikes and even triple-digit growth, it’s been a whiplash year so far for the motorcycle industry, along with some related markets. Indeed, what the heck is happening?

I recently talked at length with long-time motorcycle industry insider and trend watcher Robert Pandya, who heads up a communications agency that has worked with Polaris motorcycle brands Indian and Victory, as well as Piaggio. Recently, he spent time as board member at startup electric…