Motorcycle sales in Taiwan are down. In addition, product value is decreasing across the industry. The products are becoming more homogeneous, day by day. The motorcycle producer's competition is becoming more serious, as well. How can the motorcycle producer better innovate? How to differentiate one's product, while providing additional value, in order to meet consumer demand and open up potential new demand has become a most important subject. The motorcycle producers in Taiwan have established a co-operation, according to the newest technology. For example, the research and development at the Sanyang and Kunyang manufacturing companies have become independent of normal chains of command. Taiwan Yamaha divides its production work with its Japanese parent factory. This kind of innovation is allowing the motorcycle manufacturing industry of Taiwan to enter a new age. Going forward, WTO will present additional domestic challenges from international competition. Thus, "How to meet consumer demands" becomes ever more important. To answer the questions related to consumer preferences/demands, we constructed a questionnaire to collect data. Then, we used factor analysis and cluster analysis to address consumer life style market segmentation. We, then, utilized conjoint analysis to better understand consumer preferences. We discovered that consumer ethnicity affected life-style attitudes. Product attributes also influenced buying behavior. Thus, producers should be aware that the design and sale of motorcycle products should be planned differently for differing consumers.