Canada’s Powersports Industry Gets a New Voice

Here in Canada, the powersports community – manufacturers, distributors and consumers alike – have had their interests represented by a mishmash of organizations. But now, there is one group to rule them all.

Moto Canada, which just launched this week, is an amalgamation of the Motorcycle and Moped Industry Council (MMIC), the Canadian Off Highway Vehicle Distributors Council (COHV) and Power Sport Services (PSS). The national non-profit trade association is the new advocate for rules and regulations when it comes to dealing with governments across the country.

The group represents around 90 per cent of all on-road motorcycles and scooters sold in Canada, as well as the ATV and side-by-side industry. It is funded entirely by its members and industry partners, as well as programs and services offered to riders, such as insurance and training.

“With the industry riding the cusp of significant change, such as Canada’s commitment to reduce emissions, demographic growth and the desire to increase membership, the time is right for a formal merger,” said Landon French, the group’s president and CEO.

“We’ll be more focused on communications and advocacy, while representing more vehicles and manufacturers. This will ensure we lead the conversation around the evolution for Canadian mobility.”

Part of the group’s new focus is on communications, and to push its message, it’s created Moto Canada Connect, a new in-house marketing and media company. It will also be behind the Motorcycle and Powersport Shows across the country next winter.

Visit Moto Canada‘s website to find out more about its rider services and shows.


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