Companies are taking advantage of the emotions tied with motorcycles to sell products they do not manufacture or even if the company manufactures bikes, it using it to sell other products from its stables. Earlier, Chrysler Group used motorcycles in its Ram pickup campaign. Similarly, other automakers like Honda, Suzuki, and Ford used them as well. Honda used its own off-road bikes for its Ridgeline pickup truck campaign. Similarly, Toyota started promoting its trucks at motorcycle shows! Not only this, Suzuki is also planning to display its SUVs at motorcycle events like the Bike Week in Daytona Beach. This year, to promote Lincoln’s Zephyr sedan, Mobile ESPN, and even Degree deodorant took the help of bikes. But why is this trend catching on? What makes bikes so popular? Ty Van Hooydonk, Director (Product Communications), Discover Today’s Motorcycling says;We began to see an upsurge in this trend about three years ago. Motorcycles, at one time, were associated with outlaws, more with films like ‘The Wild Bunch. They didn’t have such positive images in popular culture. That has changed. Nearly every segment of the market is fashionable.Yes! Bikes occupy a special place in people’s hearts. Chances are that a person is going to have more bike memories than car memories that he always cherishes deep inside. So, if it takes a bike to sell a truck, why not? After all, Che Guevara’s Motorcycle Diaries wouldn’t have been exactly what it is if it were ‘Sedan Diaries’, right?