Cruiser Customizing regularly surveys its membership in an effort to better understand key customer requirements and how they ride their motorcycles. The Honda Gold Wing market segment stood out in terms of lifestyle distinctiveness. In response, Cruiser Customizing developed a site dedicated to Honda Gold Wing owners. The theme line of the site is “You have friends on theroad.”

“We were reminded how important individual style is in the motorcycle industry,” said Uwe Druckenmuller, CEO of Cruiser Customizing, Inc. “Honda Gold Wing riders are very clear about who they are and why they own a bike. For example, they are especially attracted to theroad and taking a long-distance ride -- either alone or with close friends.”

Additionally, the company found that all customer segments put a high premium on brand names, high-quality parts and online buying security. Customers indicated they preferred to buy from well-established resellers when buying online.

Goldwingcountry.com is designed to encourage membership in an online community, where participants can easily communicate with each other. Members can upload pictures of their bikes and share other information, including their experiences with the products sold on the site.

Cruiser Customizing, Inc., located in Livermore California, is a leading online reseller of motorcycle parts, accessories and apparel. In just a few short years, it has developed a member base of over 100,000. Its community of users is one of its primary strengths: feedback leads to better selection of products and overall customer satisfaction. The company also has a showroom located at 4671 Las Positas Road in Livermore, which has become a popular stopping point on one of the main routes connecting California’s Central Valley to its coast.

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