That's the message from BMW Motorrad USA, which has just produced a new brochure exclusively for women, although no doubt a lot of men will be interested in taking a look at it. Entitled 'Riding is too much fun to be left to the guys', it not only highlights BMW Motorrad's motorcycling products, but also chronicles the incredible stories behind some of its typical female riders.

 

The brochure, created by designers and BMW riders Janice Ferrante and Polly Penna, seeks to dispel common misconceptions about motorcycling and touring, and highlights the freedom, empowerment, and style that comes with being a BMW rider.  In developing the design, Janice and Polly focused on BMW's theme of being "unstoppable" to inspire readers to explore the open road - and off-road - with confidence and determination.

 

The brochure mimics the gritty, authentic and personal appearance of BMW Motorrad USA's recent print advertisement campaign and engages readers by featuring selected female BMW riders in a group-riding context as positive role models for readers to identity with or emulate. A biography of each rider is featured, with details of their interests, desires and ambitions on two wheels.

 

The lucky riders chosen to feature in this unique brochure include Dawn Douglas, a Motorcycle Safety Foundation instructor with track ambitions; Brienne Thomson, an experienced off-roader and track rider who featured in the recent R 1200 GS advertisement campaign; BMW salesperson and technology expert Suzanna Boogay; off-road trainer Heather Lewis; on-road commuter, nurse and safety nut Sharon Kepple; relative newcomer Theresa Botello; and touring rider and globetrotter Ruth Hiller.

 

The brochure also includes selected items from the Rider Equipment range, as well as details of training and travel opportunities, events and how to become involved with the online XPLOR community that exists to bring BMW bike fans together. For BMW Motorrad USA's Community and Communications Manager Laurence Kuykendall, the brochure has been extremely well received so far and is expected to encourage many women to not only consider riding but also to discover the many advantages of being part of the BMW 'family'.

 

"The decision to offer a woman's brochure in 2009 is part of our overall strategy to target this important demographic and bring more women into riding," he said. "After all, women are half of all people, but only around 10 per cent of riders in the USA - a serious imbalance that must be addressed! If BMW bikes are the choice of 'real riders' then they ought also to be the choice of 'real women riders'.

 

"The enthusiasm of existing women riders is an important tool in bringing new riders into the sport and into the brand. We believe that 'word of mouth' endorsement is more compelling than traditional advertising; furthermore, the fun and life-changing experiences that riding brings cannot be adequately communicated any other way.  We hope that our brochure will give prospective women riders the knowledge they need to get out on the road or trail. After all, motorcycling is attracting more women riders now than ever before, so we're looking forwards to welcoming them into our community."

 

With a versatile range of motorcycles (most of which can be specified with lower seat options) as well as a comprehensive range of Rider Equipment, BMW Motorrad is well placed to welcome more female riders to its ranks. And with a whole world to discover out there, perhaps now is the time to join the party.