Scooter Popularity on the Rise

A wide variety of consumers are drawn to the performance, efficiency and affordability of modern scooters.

Offering a combination of performance, efficiency and affordability, motorized scooters have quickly become one of the fastest growing segments in the transportation industry. Suzuki saw scooter sales increase 30 percent in 2006, despite spending the bulk of its national advertising budget on sports bikes, ATVs and other products.

Today’s scooter market offers enough variety to catch the attention of a wide range of customers. In fact, two of the largest groups of scooter owners are commuters and leisure riders.

While the stereotypical image of a scooter rider features a young college student cruising to class, today’s scooter market offers enough variety to catch the attention of a wide range of customers. In fact, two of the largest groups of scooter owners are commuters and leisure riders.

“An emerging group is those who use scooters as a way of commuting,” says Paolo Timoni, president and CEO of Piaggio Group Americas. “That group is about 50 percent of the market in our case and growing.”

The Suzuki Burgman line, featuring scooter models ranging from 400 to 650cc, offers a high performance option in the scooter market. According to Glenn Hansen, communications manager at American Suzuki Motor Corp., Suzuki’s typical scooter customers are older, experienced motorcycle riders who still enjoy riding, but have tired of moving their big, heavy motorcycles around.

Schwinn Motor Sports groups its scooter customers into three categories: college students, urban professionals and retirees. “The marketing focus comes down to scooter demographics, which are all over the place,” says Mo Moorman, Schwinn director of corporate communications and new business marketing.

Because many potential scooter buyers have questions about licensing, maintenance, parking and other scooter-related issues, Piaggio encourages its dealers to host education sessions with small groups of potential buyers. According to Piaggio research, these sessions double the chances a potential customer will purchase a scooter.

"People tend to associate scooters with motorcycles, and most people are a little afraid," says Timoni. "Education classes and demo rides are very effective initiatives."

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