Motorcycle Brands Get Serious About Courting Millennials, a Youth Strategy Spreads Across Latin America

A brand revival move like this emerging in a growing Latin American market feels like it's pointing to where the next main battleground will be.

What exactly does 'digital equipment' refer to here?

The more digital equipment they pack in, the higher the cost probably goes, so there's a bit of a contradiction — targeting young people while the price rises.

In any country, when a brand starts saying 'aimed at young people,' that's usually a sign they're starting to panic about their existing customer base aging.

Feels like the phrase 'turning away from vehicles' is just running on its own — I'd want actual data on the trend in young people's motorcycle ownership rates.

They talk about design and lifestyle proposals, but I think if the price is high, millennials just won't turn their heads regardless.