The decision of purchasing a motorcycle has always been a personal and emotional one, even more so now than in the days of the past, when the focus was more on getting an affordable machine that could last long without much impact on the wallet. Hence the quintessential question 'Kitna Deti Hai?'.
Different brands offer motorcycles of different purposes at a premium and therefore the customer has to undergo a good amount of self-introspection and find answers to questions like, What is the purpose of this motorcycle?, Which brand should I choose? What aura does the brand exude? How has my experience been with the motorcycle and the brand’s touchpoints? etc., before putting down the investment.
One of the principal ways motorcycle brands use to answer these questions is through community marketing i.e. ownership clubs, rides, and racing events. It not only acts as an effective channel for the brand to market their persona and grab some eyeballs but also as a platform for their existing customers to share a sense of exclusivity and belonging.
Here we’ll talk about some of the factory-sponsored biking communities in India and their activities so that you’ll be better informed while making a purchase decision.
1. Bajaj Auto
Bajaj Auto has revolutionized the Indian two-wheeler market with exciting yet affordable motorcycles that are designed to provide the Indian biker a shot at performance motorcycling. Brands such as the Pulsar, Avenger, and Dominar have been resounding successes with a sizeable fanbase. The Pulsar enthusiast’s community is called ‘Pulsar Maniacs’ and the same for the Avenger is named 'The Avenger Gods' (TAG).
Dominar Hyper Tours: Created exclusively for Dominar owners, the Hyper Tours are 14-day rides stretching around 2500kms exploring some of the country's toughest and most scenic locations, extending from the deserts of Rajasthan to the snow-capped mountains of Leh.
Pulsar Festival of Speed: With 3 seasons under its belt, the Pulsar FOS is a 2-day event designed to show Pulsar fans what their motorcycle is capable of. It gives an opportunity for Pulsar owners from across the country to get trained by professionals, race each other at FIA certified tracks and win up to Rs.50,000 while also enjoying adventure activities, music as well as stunt show performances.
Avenger Feel Like God: Comprising of 40 rides across 17 destinations, the FLG rides promote among its owners what the Bajaj Avenger stands for – freedom, liberation, and a sense of brotherhood. The rides are also accompanied by paragliding, lion safaris, bird watching, and other adventure activities.
2. Benelli Motorcycles
After starting the Indian arm of operations in 2014, the Italian manufacturer has experienced significant growth in the country albeit a small hiccup due to ownership change. Its cruiser model, the Imperiale 400 has been a resounding success and the brand has established the official owners' community, called the ‘Imperiale Raiders’ to create an environment of adventure and excitement for the enthusiasts.
Besides Breakfast Rides from individual dealerships, the brand has also organized multi-day rides across scenic locations of the country, two of which, the Majestic Spice Route Ride through Kerala and the Misty Woods ride through Coorg, have already been completed.
Benelli has plans to expand its roster soon and add more events such as Zonal and National rides to keep the riders' community engaged.
3. BMW Motorrad
Since it entered India in 2017, the German manufacturer has enjoyed phenomenal success, even clocking a 6.65% growth during the pandemic ridden 2020, driven primarily by its successful GS 310 series. BMW Motorrad has designed several touring events in its calendar to inspire a sense of adventure and keep the 'Spirit of GS' alive among its premium clientele.
GS Experience: A 2-day event spread across several cities of the country; the GS Experiences consists of 2 levels of off-road training sessions conducted under the guidance of BMW certified instructor Shahnawaz Karim. It gives the enthusiasts access to all motorcycles in the GS range and the top 3 riders are also selected for participation in the international ‘GS Trophy Rally’ held in New Zealand.
Motorrad Safari: Open exclusively for BMW GS Owners, the Motorrad Safari are 5-to-7-day tours of scenic locations across 4 zones – Deccan, Mountain, Desert, and International. Designed to evoke a sense of adventure in the customers, the event includes a welcome pack, support crew, and 4/5-star accommodation.
Motorrad Days: Motorrad Days is a 3-day motorcycle festival that sees thousands of bikers from all brands and all parts of the world congregate at Bavaria's tourist destination of Garmisch-Partenkirchen. The actions packed event comprises stunt performances including a wall of death, tour of the alps, off-road training and competitions, meet and greet with eminent riders, food, music, and more.
4. Ducati Motorcycles
If you own a Ducati motorcycle i.e if you’re a ‘Ducatista’, you become part of the 'Desmo Owners Club' (D.O.C), the official owner’s community that is over 200 strong worldwide. Ever since their entry in 2009, the Italian superbike maker has expanded its ‘Ducati Riding Experience (D.R.E)’ portfolio of events, becoming one of the most engaging motorcycle brands in the country.
DRE Dream Tour: The Dream Tour is a 3-to-5-day event that provides the Ducatisti an opportunity to experience their motorcycles while traversing through rugged terrains of Himachal, sandy trails of Rajasthan, and coastal highways of Konkan. The rides also include paragliding, camping, safari, and other adventure activities while providing accommodation and support crew. There is also a DIY Ducati Discoveries program in which Ducati owners can design their own Dream Tour according to their schedule.
DRE Racetrack Training: Under the guidance of certified instructors Gurvinder Singh and Anand Dharmaraj, the 2-day event aims to provide one-on-one training to Ducati Panigale and Supersport customers who wish to hone their riding skills and unleash the full potential of the motorcycle on the racetrack.
DRE Off-Road/Track Days: These are 2-day training sessions designed to improves one’s riding skills in the dirt and on the track respectively. The Off-Road Days, 2018 was conducted at Off-Road Adventure Zone (ORAZ), Gurugram while the Track Day was conducted at Buddh International Circuit (BIC). The events are free for the Ducati riders while non-Ducati riders (>600cc) will have to pay for early bird passes. Certified trainers, refreshments, and goodie bag included.
Ducati Race Cup: The Ducati Race Cup is a 2-day power-packed racing event with 1 qualifying round and 1 final round, in which the Panigale and Supersport owners get to race against each other at BIC and take home the brand’s very own championship cup.
World Ducati Week: Held every two years, the World Ducati Week sees Ducatisti from around the world congregate at Misano World Circuit to celebrate their passion for the brand. The 3-day event includes interactions with MotoGP riders, stunt shows, track sessions, parties, and access to the Ducati Museum.
5. Harley-Davidson
When it comes to motorcycle communities and riding culture, few names parallel that of Harley-Davidson. The Harley Owners Group (H.O.G) is a true behemoth in the sense that it is the largest factory-sponsored owners club in the world with over a million members and it has a well-defined structure.
Each dealership is called a 'Chapter' and each chapter is headed by a Chapter Director, who upholds the charter and presides over the meetings. He’s followed by the Secretary, Treasurer, Road Captain, who coordinates the rides, and the Activities Officer who manages the events. There are several privileges of HOG membership such as HOG Rally invitations, free access to Harley-Davidson Museum, Passport to Freedom riding classes, mileage patches, etc. The HOG membership card can also get you up to 50% discount at premium hotel accommodations.
HOG Rallies: There are five HOG rallies in a calendar year called the ‘Big Five’. It starts with the main event - The ‘India HOG Rally’ which is held in Goa each year, usually coinciding with the India Bike Week (IBW) and is sponsored by the company. This is followed by Eastern, Western, Northern & Southern HOG Rallies that are hosted by regional chapters in that particular zone. The 2-day long event includes music, stunt performances, custom motorcycle build competitions, and HOG member recognition awards. Attending all 5 rallies in a year earns the member a Big Five patch while accomplishing it thrice in succession earns him the 'Triple Five' patch.
21/365: The 21/365 is a taxing challenge in which the rider has to visit a minimum of 21 dealerships of the 31 present across the country within 365 days and get it stamped on their membership booklet called the ‘Passport’.
Sunday Rides & Bike Nights: Every Sunday, the members of a chapter gather together for a short ride to a nearby location for quick weekend fun on their motorcycles. Bike Night is an informal get-together event for the members of a chapter that is hosted at a venue with dinner, drinks, music, bikes, and all-around good vibes.
Open House: Hosted by a dealership, the Open House is a single-day event for Harley-Owners as well as local Harley enthusiasts to get together at the dealership and chill out with music, food and also test ride new launches.
6. Hero Motocorp
India’s largest motorcycle manufacturer Hero Motocorp has recently launched the ‘Xtracks’ initiatives for fans of the brand to experience their motorcycles under controlled settings.
The ‘Xtracks - Urban’ event includes lap races on a gymkhana track where participants get to ride the ‘Xtreme 160R’, touted to be the quickest in its category, and the ‘Xtrack - Live the Thrill’ event where off-road enthusiasts get to taste the sporty adventure machine ‘Xpulse 200’, on specially curated dirt tracks.
7. Honda Motorcycles
Affectionately called the ‘Wing Riders’, the world’s largest motorcycle manufacturer has designed several events to promote a sense of camaraderie among its owners' community and help them to experience their unique motorcycles, which range from lightweight streetfighters to heavyweight ADVs and cruisers.
CB350 Brotherhood Ride: Honda launched the ‘Brotherhood Ride’ to show appreciation to the community of CB350 owners for its success. The event comprises a breakfast ride to a nearby biker’s café or hotel where the participants are treated to refreshments and gifts from Honda.
Africa Twin True Adventure Camp: A 2-day workshop conducted under the guidance of Mr. Vijay Parmar, the event has been conceptualized for the Africa Twin owners to help them make the most out of their motorcycle by familiarizing them with its features and teaching different off-road riding techniques through classroom and outdoor sessions.
Honda Talent Hunt: Created to identify the next big name in Indian motorcycle racing, the talent hunt is conducted across 5 cities upon Moto 3 motorcycles and the top racers get to race in Honda’s Talent Cup, One Make Championship, and eventually represent Honda at the INMRC and the hallowed MotoGP. They also become the official racing team of Honda Ten10 Racing Academy.
8. Indian Motorcycles
The oldest American motorcycle brand and the only real challenger to Harley-Davidson - Indian Motorcycles established its presence in India in 2014 with the introduction of the renowned Indian Chief line-up. Under the ownership of ‘Polaris’, the world’s largest ATV and utility vehicle manufacturer, the Indian Motorcycles brand is rapidly expanding with 296 chapters across 35 countries. The rider’s group of this prestigious cruiser motorcycle brand is called the ‘Indian Motorcycle Riders Group' (IMRG) and they organize National and Zonal Rides for the owners in India, which are 3 – 4 day events which comprise of food, live music, fun activities, and accommodation included.
The IMRG has also undertaken a social upliftment program called the ‘Wheels of Change’ that supports the education of underprivileged girls by providing educational kits at various primary schools across the country. The IMRG rides also promote the ‘Beti Bachao, Beti Padhao’ initiative of the government.
8. Jawa Motorcycles
Backed by Mahindra, the legendary vintage brand that holds a unique place of nostalgia in the hearts of Indian motorcycle enthusiasts has undergone a revival in recent years. Affectionately called the Jawa ‘Kommunity’, the community of Jawa aficionados as well as owners clubs are spread worldwide, with the Indian chapter being the largest.
Jawa Nomads: With an underlying message of contributing back to the communities one rides through, the ‘Jawa Nomads: Ibex Trail’ ride through Ladakh included an initiative to clean the Hanle River and rebuild the Martyr’s Hall (a community hall in tribute to fallen Ladakhi soldiers) and the ‘Punjab Da Tor’ ride paid homage to Punjab’s contributions towards sports, culture and the Indian Army.
Jawa Kogo Trails: Kogo is an Indian start-up that makes the ‘Kogobot’, a device that any traveler can use to map their trips and record/edit videos. Jawa owners can book a Kogo from a nearby dealership to document their rides which they can then get featured on the brand’s website if selected.
International Jawa Day: Celebrated on the 2nd Sunday of July, the International Jawa Day sees Jawa/Yezdi enthusiasts from around the world gather together for group rallies and activities to commemorate the Czech brand’s heritage.
Kommuniti Ride Out: Single-day short rides over the weekend from the dealership to a nearby scenic location as a break from daily routine and to foster the brotherhood of the Kommuniti.
Kommuniti Kustom: Jawa enthusiasts get to submit their unique custom motorcycle designs for the competition, the winner of which will receive a hand-painted Jawa fuel tank.
9. Kawasaki Motorcycles
Boasting the fastest motorcycle on the planet, the Ninja H2R, Kawasaki is a brand that requires no introduction to motorcycle enthusiasts. From watercrafts to on-road and off-road motorcycles, Kawasaki is the first choice of aficionados who value speed, power, and control across all surfaces. The official owner’s community is called 'Riders of Kawasaki' (ROK) and from safe riding sessions to track days, Kawasaki has created several events for the community to stay active and enjoy riding their machines.
India Relay Ride: This is a unique event in which Kawasaki riders carry the Relay Ride Flag and ride from a dealership in one city ride to the next dealership in another city to pass on the flag. The latest event was flagged off in Mumbai in Feb 2020. Eventually, the flag will travel a full circle of the country across all Kawasaki dealerships across before returning to the starting point.
Kawasaki Coffee Break: A single-day event designed for Kawasaki riders of nearby states to get together and chill. The event includes a DIY session on bike maintenance, games, refreshments, and awards.
Ride Safe Workshop: Single-day workshop for Kawasaki owners to learn safe riding techniques that include classroom sessions and maneuvering through predetermined courses after a demonstration by expert riders. Participants are awarded a certificate upon completion.
KAZE Track Day: Exclusively for owners of Kawasaki motorcycles with engines greater than 900cc, the Kaze Track Days has been created in association with Rajini Academy of Competitive Racing, to help them improve their riding skills on race tracks under the guidance of professional racer Rajini Krishnan.
Photography Contests: Open to all Kawasaki enthusiasts and not just owners, the events include participants submitting photos with Kawasaki motorcycles on Facebook tagging the brand. The winners stand to win official Kawasaki goodies.
10. KTM
The Austrian racing behemoth exploded onto the Indian motorcycle scene in the last decade and has gone on to more or less dominate the entry-level adventure and sports motorcycle segment in the country. To keep the orange venom flowing and help them get up close and personal with their motorcycles, KTM has launched three types of new ‘Pro Experiences’ to its riders:
KTM Track Days: The Duke and RC 390 motorcycles are purpose-built racing machines and the KTM Track Day is a single day event that teaches the riders the right techniques to unleash their full power under the professional settings of at Buddh International Circuit (BIC) and Madras Motor Race Track (MMRT) racing circuits.
KTM Rides: KTM Rides are 4-day long weekend getaway rides through the scenic routes of Darjeeling, Konkan, and other majestic locations in the country under the guidance of a KTM master trainer and the support of medical and maintenance crew.
KTM Adventure Tours: Open exclusively for the Adventure 390 model owners, the KTM Adventure Tours are week-long rides that are carefully charted through forests, beaches, and rocky terrains to test the skill of the rider and showcase the excellent off-roading capabilities of the motorcycle.
Besides the above three, ‘Orange Day’ events are also conducted by KTM across the country which is an action-packed afternoon composed of stunt show performances, tight go-kart track racing, music, and KTM Performance Part stalls.
11. Royal Enfield
Another legendary motorcycle brand that enjoys just as much of a cult following and heritage is that of Royal Enfield. It offers a plethora of events throughout the calendar year for its ardent fans that fuel their passion for riding and love for the brand.
Scramble: The Royal Enfield Scramble is a short format 2-day event composed of Dirt Track, Trail Riding, and Observation Trail competitions in which the riding skills of participants are tested amidst obstacle courses and rough terrains
Marquee Rides: The Indian landscape is spellbinding in its diversity and beauty. Marquee Rides provide an opportunity for RE customers to experience this through week-long paid group rides that cover some of the most scenic locations in the country. It also includes rides through the picturesque routes of Nepal and Bhutan.
Himalayan Odyssey: Visiting Leh and taking a photo at the ‘Khardung La Top’ milestone is a bucket-list item of any Indian biker. Spread over 15 days, the Himalayan Odyssey is a marquee ride that enables the riders to tackle high mountain passes, water crossings, and drink in the pristine landscape of the Himalayas. Since it is an arduous expedition, there is a fitness test and pre-ride training involved.
Unroad: As the name suggests, Unroad is a set of rides stretching across a few days that are designed for RE riders to get acclimatized to riding off the beaten track instead of highways cruising.
Escapade & REunion: These are 2-to-3 day getaway events created for RE riders of a region to socialize with fellow riders over a weekend with camping, barbeque, and music.
Rider Mania: Akin to the Sturgis Rally or the Daytona Bike Week, Rider Mania is a 3-day, fun-filled mega event full of interesting motorcycle competitions, expert training sessions, and music concerts. It is the biggest congregation of Royal Enfield riders in the country and a yearly pilgrimage for the brand’s hardcore fans.
Build Your Own Legend: Royal Enfield enthusiasts get to submit their unique custom motorcycle designs in the competition, the winner of which will get to bring the design to reality with custom motorcycle builders at the company.
12. Suzuki Motorcycles
Because of their well-known legacy, the Gixxer (derived from the nickname for GSX-R), the Hayabusa, and the Intruder motorcycles have been greatly successful for the Japanese manufacturer. The Gixxer owner’s community is called ‘amGixxer’, Hayabusa owners - ‘The Creed’, and Intruder owners - ‘Urban Brotherhood’.
AmGixxer Rideouts: Exclusive to the owners of Suzuki Gixxer motorcycles, the single-day event includes riding out from the dealership to a nearby resort/amusement part, fun activities, games, new product displays, and banquet.
AmGixxer Virtual Community Meet: Weekly online meeting for Gixxer owners to participate in DIY workshops, interact with the brand’s influencers and get to know each other.
Gixxer Day: Fun-filled single-day event for Gixxer owners comprising stunt performances, music, service camps, and refreshments.
World Hayabusa Day: Celebrated on 23rd August, the World Hayabusa Day sees owners of the legendary Hayabusa from across the country meet together at the local dealership for a fun-filled day of short rides to nearby scenic locations/resort, lunch, and fun activities.
Urban Brotherhood: Suzuki launched the Urban Brotherhood community for Suzuki Intruder owners in 2018. The launch event saw riders participate in a short ride from the Suzuki dealership to a nearby picnic facility and partake in fun activities.
Suzuki One Make Gixxer Cup: Established in 2015 to promote budding racing talents in the country, the Suzuki Gixxer Cup is conducted at Kari Motor Speedway and the BIC aboard the race-spec SF and 250SF MotoGP edition motorcycles. It's open for participants aged 17 and above as there is another championship called ‘Road to Rookies Cup’ for younger riders.
13. Triumph Motorcycles
The iconic British manufacturer has carved itself a niche in the premium adventure touring and modern classic motorcycle market in India since their entry in November 2013. The official owner’s community is called ‘Riders Association of Triumph’ (R.A.T) with city-based chapters across India.
Tiger Training Academy: Single day event designed exclusively for Triumph Tiger owners to unlock the full potential of the motorcycle under the guidance of ace rallyist and president of Himalayan Motorsports Association - Mr.Vijay Parmar, the training academy provides classroom as well as obstacle course sessions on how to maneuver the weight, stance, and features of the ADV under different riding conditions.
Tiger Trails: The 5-day intense off-roading event covers the rough, mountainous terrains of Spiti and the sandy trails of Thar, testing the skills of the riders and helping them understand the nuances of off-road riding. The event is open for Triumph Tiger and Scrambler customers. There is also the shorter format 3 day ‘Triumph Adventure Weekend’ event that includes training sessions and off-road riding.
Distinguished Gentleman’s Ride (DGR): Created in 2012 to help raise awareness and raise funds for research on issues of prostate cancer and men’s mental health, the DGR is a group ride-out conducted in cities across the world, where participants ‘dress dapper’ and ride their motorcycles.
14. TVS Motorcycles
Established in 1982, TVS Racing has been a formidable force in celebrated national as well as international motorsport championships such as the Dakar Rally, Indian National Racing Championship (INMRC), etc. This illustrious racing pedigree is imbibed into the DNA of the Apache motorcycle series, which serves as a platform for the brand to provide professional training and track racing experience to domestic motorcycle enthusiasts. The Apache Owners Group (A.O.G) is the official community for Apache enthusiasts.
Apache Racing Experience (ARE): The Apache Racing Experience are single-day track events that enable Apache owners, from cities across the country, hone their riding skills under the tutelage of TVS’s own National Road Racing champions with the best performers competing against each other at Chennai’s MMRT in the final showdown.
TVS One Make Championship: Consisting of 5 rounds upon race-spec Apache motorcycles, the One Make Championship is set up for riders with prior professional racing experience or training to be selected to represent TVS at the INMRC. ‘TVS Race Training School’ provides a platform for the participants to learn proper racing techniques under its top racers and become eligible for this championship. Since 2016 TVS has also included a separate women’s category in the championship.
AOG Rides: With branches across the country, the Apache Owners Group is vibrant with breakfast, overnight, marquee, and chapter rides that scintillate the love for motorcycling and brotherhood among Apache motorcycle owners. The south chapter ride included a visit to the TVS plant in Mysore and an international ride to Bhutan has also been completed by the group.
Motosoul Days: Started in 2019, the Motosoul Days are 2-day events that give TVS fans a chance to get closer to the brand. It involves fun activities such as dirt racing, stunt competitions, interactions with the factory rally team and their motorcycles, and of course music concerts.
15. Yamaha Motorcycles
The renowned Japanese manufacturer has wholeheartedly embraced the color Blue as their theme with the ‘Call of the Blue’ campaign, its premium motorcycles dealerships being branded as ‘Blue Square’ and the Yamaha owners’ community also being named the ‘Blue Streaks’.
Call of the Blue Weekend: A single day action-packed event for Blue Streak members to share an appreciation for their motorcycles, it comprises gymkhana competitions where the riders can test their skills, stalls with official merchandise, music, refreshments and vintage bike owners (RX, RD350) meet and greet.
Yamaha R15 One Make Championship: Open to Yamaha as well as non-Yamaha riders, the 4-day championship event held at MMRT, Chennai provides specially tuned R15 motorcycles to the racers, the best of whom are selected to race at Yamaha ASEAN Cup in Indonesia.
Blue Streaks Rides – Single or multi-day community rides organized by Yamaha dealerships for the Blue Streak members to ride on a weekend getaway.
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