Motorcycles ≠ Automobiles

Some day soon, your V2I-equipped motorcycle will warn you that you're approaching a construction site. And maybe some other day, your browser will warn you that you're navigating a site that's still under construction. Until then, you're stuck with this sketch.

Some day soon, your V2I-equipped motorcycle will warn you that you're approaching a construction site. And maybe some other day, your browser will warn you that you're navigating a site that's still under construction. Until then, you're stuck with this sketch.

The Car2Car Communications Consortium was formed in 2002. It took the motorcycle industry another 13 years to form the Connected Motorcycles Consortium, and major players like Harley-Davidson still have not joined. But you know who isn't sitting on the fence? Motorcyclists. An overwhelming majority of today's riders dread the idea of sharing the roads in the near future with increasingly Highly Automated Vehicles operating in Intelligent Transportation Systems. Those fears are not justified, but they are easy to understand, because motorcyclists are a vulnerable user group – up to 15 times more likely to be killed or injured in an accident.

At HAVstory, we're convinced that HAV/ITS promises to be the biggest development in rider safety since the crash helmet. We believe that HAV/ITS and the cultural changes it will engender represent an important growth opportunity for the motorcycle industry. But the first step begins with engaging, informing, and educating a conservative motorcycle industry and the larger and even more skeptical global audience of motorcyclists – a group of people who approach riding as a hobby or sport, not a chore they're eager to hand off to some robot, however competent.

That job of engaging, informing, and educating the motorcycle industry in particular and motorcyclists in general is where HAVstory comes in. We have good contacts in the trade and enthusiast publications, we understand the challenges faced by motorcycle manufacturers, and the concerns of riders. In short, we speak fluent 'motorcycle'!

HAVstory CEO Mark Gardiner is the author of the acclaimed memoir Riding Man, his account of racing in the Isle of Man TT. His story is currently in development as a feature film by Escape Artists/Columbia Pictures.

HAVstory CEO Mark Gardiner is the author of the acclaimed memoir Riding Man, his account of racing in the Isle of Man TT. His story is currently in development as a feature film by Escape Artists/Columbia Pictures.

HAVstory was founded by Mark Gardiner, who combines a unique background as an advertising agency Creative Director with 20 years experience as one of the world's most widely published motorcycle journalists.

Mark was the first motorcycle journalist to dive deeply into the world of Highly Automated Vehicles and Intelligent Transportation Systems. He combines a unique ability to understand our HAV/C-ITS future from an engineering perspective, and to communicate those benefits in ways that will resonate in the motorcycle industry, and in the larger community of motorcycle riders. From his background in journalism, he brings contacts and credibility. From the world of advertising and marketing he brings a network of writers & designers, videographers, social media specialists, and media buyers – so HAVstory can function either within your existing agency/communications structure or as a freestanding strategic partner.