Scudding over deserts, fording rivers, conquering mountains - never has the call of the wild been so heavily evoked by the motorcycle industry as in 2024.
Reflecting the booming UK adventure bike market - and helping drive it - the industry has become wilderness-obsessed. No wonder, with adventure bike sales accounting for 20 per cent of sales this year, up from 18.6 per cent in ’23 when 21,272 were bought, according to the Motor Cycle Industry Association, as riders dream of breaking out of the rut and exploring pastures new.
