February 6th, 2023.

MCIA release:



The motorcycle sector was last week thrown into the spotlight during episode five of the popular BBC One series, The Apprentice. With a national audience in excess of four million people watching the first episode, the reach of the show in a prime-time slot shone a light on motorcycles and electric vehicles.

Contestants, split into two teams, battled it out to create a marketing campaign and brand for a British designed electric motorcycle. Having been given direction by a panel of industry experts, including the MCIAs CEO Tony Campbell, the teams drew upon their business skills to present branding and lifestyle propositions to the industry panel.

Whilst the final branding propositions and advertisements came under criticism from the panel for their lack of understanding of the market and target audiences, the benefits of two-wheel electric products were detailed.

Tony Campbell, CEO of the MCIA said; “It’s fantastic to see our industry receive coverage on The Apprentice. Whilst the MCIA works closely with the Government to ensure policy supports the growth of, and uptake of the sector, the programme has brought about a welcome, renewed interest to our sector, which will create interest and discussion for both new and existing riders.”


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