What Really Killed The Motorcycle Industry

I don’t know if it’s true (and in today’s environment I don’t even care if it’s true) but I read somewhere that ATVs are outselling motorcycles. This makes sense as ATVs or Quads or whatever you want to call the things are low-skill devices that anyone can ride off road.

Back in the early 1970’s the big boom in motorcycling was started in the dirt. Kids like you and me bought mini bikes and enduros by the zillions. An entire industry sprang to life and that industry supported all levels of riding. Collectively, we learned the difficult art of steering a wiggling motorcycle across sand and mud and rocks. It wasn’t easy. It took a lot of talent to keep from crashing and we lost a lot of good people to concentration lapses or simple bad luck.

The first ATVs were 3-wheeled contraptions that took even more skill than motorcycles to ride in the dirt. It didn’t take long for manufacturers to figure out 4 wheels were a lot more stable than 3 and that was the beginning of the end for motorcycles in America.

Since children cannot operate motorcycles on the street, dirt bikes were like a Pop Warner league feeding well-trained riders into the Bigs: The Pavement. Harried on all sides by nearly unconscious automobile drivers our generation’s ability to ride a motorcycle in that buoyant area beyond the limits of traction became a right handy survival skill. And so a huge bubble of capable motorcycle riders surged through the land buying motorcycles at a clip never before seen.

Meanwhile, the Quads kept getting bigger and safer while dirt bikes were safety-limited by their very design: They fell over. Anyone can steer a quad. It takes no skill whatsoever to trundle along following the huge ruts made by thousands of other quads. Trails were ruined by the excessive width and sheer quantity of idiots driving their miniature cars. Dirt bikes were hard to ride and safety concerns overtook the nation’s parents. As ATV’s filled the forests the available pool of motorcycle riders dwindled. The farm system began to dry up.

Now, Quads cost $25,000 and are the size of Jeeps. Four people fit comfortably strapped into a steel cage, safe from the environment they go about destroying. ATVs can go almost anywhere their bubblegum tires will support the vehicle’s weight and the weight of their passengers. Automatic transmissions erased the last vestige of talent needed to explore off road. On the trails I ride kids on motorcycles are the exception not the rule. Sometimes I can go all day and see nothing but quads. How many kids raised in a cocoon of steel bars would be crazy enough to start riding a motorcycle on the street? We know the answer: Very few.

It’s not the cost of new motorcycles; there are plenty of cheap bikes available. It’s not Gen X, Y, or Z being too chicken or into their cell phones. It’s not branding. It’s not lack of riding areas. None of these things killed motorcycles.

A safer, easier to operate dirt machine was built and human nature did the rest. ATV’s are capturing the kids at their most impressionable age. Motorcycles are not. Nothing we can do will reverse that trend.


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The Short List: 5 Reasons You Should Buy a Jeep YJ

Reason 1: Leaf Springs

The YJ, built from 1987 until a somewhat vague date in either 1994 or 1995, came with leaf springs. Next to no suspension at all, leaf springs are the simplest way to attach four wheels to a frame. The addition of a hydraulically dampened shock absorber is the only thing separating the Jeep YJ from a Conestoga wagon.

In 1987 Tort Lawyers at American Motors Corporation wrested control of Jeep’s design offices from the guys that actually knew what they were doing. In an attempt to cut back the number of Jeeps rolling over on America’s roadways, the Sons, Sons and Sons-a-Bitches law firm decided that restricting the Jeep’s already stiff wheel travel to no travel was the answer.

AMC-Law’s track bars and sway bars were configured in such a way that the various components were in constant mechanical opposition to each other, eliminating wheel movement. Naturally this bind produced extreme loads on the hot attachment points causing the rod and linkage connections built into the Jeep YJ’s frame to self-destruct. Oddly, the more things broke on the frame, the better the YJ rode. How many cars can you say improve dramatically by removing 50% of the suspension parts?

Reason 2: Square Headlights

If ever a vehicle cries out for square headlights it’s the Jeep. The whole car is a box with a slightly smaller box set on top of the first box. With square fenders, square gauges and square tail lights it’s only fitting that square owners dig the headlights. Less hard-core Jeepers (anyone who dislikes square headlights, really) complain about the YJ’s face but never bother to spend the extra effort on their own face. A little concealer, maybe a dash of rouge and a finely cut-in set of lips would go a long way towards making themselves more presentable down at the Mall. And they’re always at the Mall.

Reason 3: We Still Wave

Jeep YJ owners are the last generation of Jeep drivers to wave at each other. There has been a long-standing tradition of Jeep people waving which indicates to other Jeeps passing in the opposite direction that they have bits of their bodywork falling off. Or that the Jeep is on fire. Newer Jeep owners, coddled in their climate-controlled interiors and bedazzled by multi-color dashboard displays going haywire have lost the ability to see other Jeeps. With automatic transmissions and soft, coil-sprung axles their bodies and especially their arms have atrophied from disuse. And the newer the model, the worse the prognosis: buyers of Jeep’s latest model, the JL, are kept alive in a nutrient-rich petri dish until a help-mate smears their gelatinous bodies onto the JL’s driver seat. They aren’t even sentient; how could they wave?

Reason 4: The 2.5-Liter 4-Cylinder

Many YJ’s came with a 6-cylinder engine and that’s fine if you like that sort of stuff. YJ connoisseurs know that the 2.5-liter, 4-cylinder is AMC’s gift to off-roading. Weighing 100 pounds less than the 6 it produces 25% of the power while consuming the same amount of fuel. The extra power of the 6 is futile because with its boxy shape top speed on a Jeep is limited by wind resistance. Under ideal conditions, dropping a YJ out of a cargo plane will see the thing reach 80 miles per hour as long as it doesn’t start to flutter or break up.

Reason 5: The AX5 Transmission

This transmission gets a bad rap from Jeep haters because it disintegrates from time to time. What they are too dense to grasp is that Jeep engineers planned the AX5 to act as a fuse between the 35-horse 2.5 engine and the Dana 35 rear axle. The combination of a weak engine, weak transmission and a weak rear axle, like the trinity, is an economical mixture that transcends the sum of the components. The Internet is full of stories about YJ’s that have gone off-road and survived. I’ve only broken my transmission once and the rear axle once. It’s that good.


The Jeep YJ is the last of the real Jeeps, the hard-core Jeeps that keep you awake at night wondering what that sound was. YJ’s can draw a direct line to Jeep’s military past and have a sort of Stolen Valor way of conking out when least expected. That’s all part of the fun. Sure, modern jeeps may be smoother off road but if smoothness is what you are looking for, stay on the pavement. And get some exercise because you really should start waving.