Sector Receives National TV Coverage on BBC’s The Apprentice

Sector Receives National TV Coverage on BBC’s The Apprentice

The motorcycle sector was last night thrown into the spotlight during episode five of the popular BBC One series, The Apprentice. With a national audience in excess of four million people watching the first episode, the reach of the show in a prime-time slot shone a light on motorcycles and electric vehicles. 
Contestants, split into two teams, battled it out to create a marketing campaign and brand for a British designed electric motorcycle. Having been given direction by a panel of industry experts, including the MCIAs CEO Tony Campbell, the Teams drew upon their business skills to present branding and lifestyle propositions to the industry panel. 
Whilst the final branding propositions and advertisements came under criticism from the panel for their lack of understanding of the market and target audiences, the benefits of two-wheel electric products were detailed.

Tony Campbell, CEO of MCIA said “It’s fantastic to see our sector receive coverage on The Apprentice. Whilst MCIA works closely with Government to ensure policy supports the growth and uptake of the sector, The programme has brought about a welcome, renewed interest to our sector which will create interest and discussion for both new and existing riders”.

If the programme has made you consider motorcycles and scooters as a hobby or transport solution, then find out how you can start your two wheeled journey at

To watch the episode again, visit BBC iPlayer.


Notes for Editors:

The MCIA is the industry body that represents the UK Motorcycle and wider L-Category sector, including motorcycles, tricycles, and quadricycles, typically emitting zero or low emissions.

For more information about the work of the MCIA, or to interview MCIA CEO, Tony Campbell, please contact Gina Evans, Marketing and Communications Manager at