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Experian and MCIA profile motorcycle owners for DVLA records
A unique agreement between the Motor Cycle Industry Association (MCIA) and Experian has seen over 620,000 owner records of motorcycles (registered since 1999) profiled to enhance the DVLA’s motorcycle records.

Using its own ‘Mosaic Automotive’ classification, Experian was able to combine data from the MCIA to profile owners through out the UK.

The results of the profiling reveals that Scotland is the UK’s hotspot for SuperSport bike owners, with Wishaw in North Lanarkshire leading the pack (42 % of all bikes owned in Wishaw are SuperSports) pursued by Peterhead, Arbroath and Bathgate. By contrast, Knutsford, Amersham and Southport in England are top locations for the ownership of Touring bikes while Havant in Hampshire is the place to go for Custom bikes.

London, not surprisingly, is the UK’s capital for scooters. However, perhaps more surprising, is the fact that scooters now appear to be the vehicle of choice for the urban elites and the most affluent sections of London society.

Commenting on the data, Mark Carlyon, Head of Automotive at Experian’s Business Strategies division said: “The analysis reveals the rural dominance of motorcycle ownership (particularly in Scotland) with the exception, mainly, of the scooter which has become the vehicle of choice for affluent city dwellers in London and urban elites in other major UK cities.”

Carlyon added: “It also shows a significant level of motorcycle ownership in Scotland and the Borders. This is not just for SuperSports but across all the available bike styles, such as Sports, Tourers and Trail bikes. This may well be to do with easy access to open roads in Scotland, and less traffic, making biking much more of a thrill there.”