A round logo appeared last year in the name of MOTO CANADA, and it has become very present in the Canadian motorcycling world. Who’s behind this unifying name? It’s the new name of the Motorcycle and Moped Industry Council. The MMIC has a new look and a new CEO after 40 years of management by Bob Ramsay. Motorcycle distributors work for motorcycling safety and the responsible use of motorcycles and quads. But how? With what means? What do they do? Follow the guide to find out more about this fast-changing association.
The mission
Moto Canada represents the interests of manufacturers and distributors of motorcycles, mopeds, scooters, ATVs, side-by-side vehicles and related industries in Canada.
Its primary objective is to promote the sale and development of on- and off-highway motorcycles, scooters, quads and side-by-side vehicles. To achieve its goal, it supports motorcycling communities, training and safety to welcome new adepts and retain current users.
Moto Canada works and communicates with both federal and provincial governments to defend motorcycling’s position and anticipate regulatory changes. It creates collective programs to support the actions of distributors and users, such as motorcycle shows in various Canadian cities.
Members
This non-profit organization brings together 90% of importers of on- and off-highway motorcycles, scooters, ATVs, quads and side-by-sides. Motorcycle accessory distributors are also members. They enjoy a number of benefits: monthly statistics on new unit sales, discounted exhibition space at trade shows, annual sales reports, information on technical standards and much more privileged information.
Members include the major vehicle brands: Arctic Cat, Argo, BMW, Can-Am, Harley-Davidson, Honda, Kawasaki, Groupe KTM, Groupe Piaggio, Polaris, Royal Enfield, Suzuki, Triumph, Yamaha.
The transition
Created in 1971, the MMIC was led from 1984 by Bob Ramsay until 2021. Around the organization, he created Powersport, a company dedicated to organizing motorcycle shows. Another entity, COHV (Canadian Off-Highway Vehicle Distributors Council), was established to monitor the off-highway market. The “Open Road” motorcycle insurance program provided coverage for a large number of motorcyclists in Canada. MMIC also created the Motorcycle Training Institute (MTI) to bridge the gap in motorcycle training and licensing. MMIC helped organize and fund the Motorcyclists Confederation of Canada (MCC), the Quad Council of Canada (QCC) and the Canadian Motorcycle Hall of Fame (CMHoF). Bob Ramsay has been inducted as an Ambassador into the Canadian Motorcycle Hall of Fame.
After his retirement, two people succeeded him as general manager: Bianca Kennedy, who was director of the Montreal Motorcycle Show before COVID, and Landon French, who was appointed in December 2022. Among other things, French has held executive positions at TELUS and Canadian Tire, and was CEO of the Ontario Federation of Snowmobile Clubs.
Actions
Under his impetus, several changes were made, including a new logo and the merger of Powersport and COHV under a new, more explicit name: Moto Canada.
The new organisation changed its financing methods, abandoning or reducing its support for certain Canadian associations, and moving closer to the provincial associations. This is the case for the FMQ, Fédération motocycliste du Québec, chaired by Sylvain Bergeron. Through its subsidiary Moto Pro, the Federation offers a number of advanced courses aimed at both novices and experienced riders. In Alberta, Moto Canada joined forces with the AMSS (Alberta Motorcycle Safety Society) to raise awareness of motorcycle safety in the province.
For the first time, the organization announced Motorcycle Safety Awareness Month in May, followed by Off-Road Safety Month in June.
A socio-economic study was unveiled to demonstrate the contribution of the motorcycle and off-road vehicle sector to the Canadian economy, overall and for each province.
It shows that Canada contributes $17.3 billion to the economy in terms of production, and $9 billion to GDP.
Among the provinces, Quebec leads the way, generating $4.2 billion in production, $2.2 billion in GDP, as well as a third of the sector’s jobs in Canada.
Moto Canada has already announced its upcoming 2025 show dates across the country.
- Vancouver: January 17-19 at Tradex Abbotsford
- Calgary: January 31-February 2 at the BMO Centre at Stampede Park
- Toronto: February 14-16 at the Enercare Centre at Exhibition Place
- Montreal: February 28-March 2 at the Palais des congrès
Satisfied with the results in 2024, they say that in addition to showcasing many new vehicles, they will be promoting the groups, clubs and organizations that drive communities across Canada. They will highlight the industry’s safety, innovation and economic impact.
Already announced are the return of “She Rides Night” for women, the ExPLR zone for adventurers, and driving academies for adults and children.
Upcoming challenges
Moto Canada faces a big roadmap for the future. The industry is in a state of flux, with the end of combustion engine manufacturing in 2035 and electrification in its place. Electric recharging of off-road vehicles will have to be studied, as will the possibility of battery exchange. Motorized two-wheelers should be included in urban mobility plans, to ease traffic congestion. Driver assistance systems in cars should take better account of motorcycles. Motorcycling is still not considered a sport in Canada. It will be when it is recognized by Sport Canada.
All these objectives are in addition to the traditional missions of training new users, promoting safety and ensuring the social acceptability of the vehicles concerned.
To see its website: https://motocanada.com/
