Ladies, Rule the World

  • Can-AM
  • Touché!
PHD Manchester > Work > Ladies, Rule the World

Women account for only 20% of all motorcycle riders, yet they are critical to Can-Am’s growth, representing one of the fastest-growing new rider segments. Our campaign needed to empower women riders to increase their representation and Can-Am’s sales.

The Women of On-Road Facebook group quickly became an invaluable source of insights, unlocking the key messages for the campaign.

Comprising thousands of influential women riders, it was the heart and soul of our campaign, bringing unique perspectives on the issue of sexism in motorcycling’s male-dominated world.

To help improve gender equality on the road, we created the 20for20 Challenge on International Female Ride Day, inviting women to collectively ride 20,000 miles.

Many women also felt intimidated by the licensing test, so we formed partnerships with riding schools, customized educational content and even drove women to their closest Can-Am dealer after passing their test.


Can-Am became a leader in the space, helping to increase female representation – with 36% of their owners now women, they have eclipsed the 20% average across other manufacturers.

0 m


In potential women riders

+ 0 %

More website traffic

from women

+ 0 %


in licence registrations YOY

+ 0 %

Increased activity

from community members


Services used

Commerce Planning and Execution

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Commerce Strategy

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Content Development

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