KATHMANDU: Motorcycles and scooters have become more than everyday transportation. Young riders now prefer two-wheelers that can handle multiple uses, from daily commuting to long highway trips and off-road adventures.
This rising interest in riding culture has pushed brands to invest in new marketing strategies. One of the strongest tools today is the community ride.
Community rides, once known as riding clubs, have now become brand-led activities. Riders who buy a new motorcycle or scooter are often added directly to a brand’s ride community.
Premium and mass-market brands such as Royal Enfield, KTM, TVS, Bajaj, Hero, Yamaha, Triumph, and others conduct rides weekly or monthly.
Many EV brands, including Ather, have also launched their own riding groups. Most expenses for these rides are covered by the company.
According to industry experts, community rides help brands build strong customer relationships and increase visibility. They also create a space for riders to share experiences and for companies to study real-world performance.
“The concept of community rides is not just about connecting customers with the company. It also builds brotherhood among riders. This benefits both the brand and the rider,” said Amitraj Chalise, Assistant General Manager at Hansraj Hulash Chand & Company.
Chalise said community rides allow users to discuss product strengths and issues openly. He added that brands can better understand how their motorcycles perform in actual riding conditions.
Sagar Thapa, Managing Director of Triumph Nepal, said community rides help showcase the motorcycle and test different aspects of its performance. “If we can make the community ride good, the brand gains,” he said.
Electric scooter brands are following the same trend. Vaidya Energy, the distributor of Ather in Nepal, organizes Ather Community Rides to boost customer engagement.
Marketing Head Salman Khan said the company aims to build long-term trust and offer enjoyable riding experiences. “We want customers to feel part of the Ather family. Our rides help them gain both trust and entertainment,” he said.
Community rides are now emerging as a powerful marketing tool, especially for new brands and dual-purpose motorcycles. They strengthen brand loyalty, create rider communities, and help companies gather direct feedback, making them a key part of modern two-wheeler marketing.
