Andria Yu Named Vice President of Communications for the Motorcycle Industry Council and Powersports Associations

Andria Yu is the new Vice President of Communications for the Motorcycle Industry Council, Motorcycle Safety Foundation, Recreational Off-Highway Vehicle Association, and Specialty Vehicle Institute of America. Yu served as Director of Media Relations since joining the powersports associations in 2016, and before that had been the front-page editor at USA Today and chief night editor at The Baltimore Sun.

Bringing more than 17 years of journalism experience to the associations, she expanded national media outreach for powersports in her media relations role, helped shape public-facing communications campaigns, and elevated the visibility of motorcycling, ATV riding, and side-by-side driving – and safety awareness – across a wide range of audiences.

Yu has played a key role in cultivating relationships with journalists, influencers, and industry stakeholders across the country. She’s also a longtime on- and off-road motorcyclist and a certified MSF RiderCoach and DirtBike School Coach, and has led training events and media rides that have helped introduce many beginners to the world of two-wheeling. She is also an ATV Safety Institute Instructor and ROHVA DriverCoach.

“Andria brings clarity, strategy, and a rider-first perspective to everything she does,” said Christy LaCurelle, President and CEO of the MIC, MSF, ROHVA, and SVIA. “She’s played a key role in shaping how we communicate with our industry, our members, and the public. Her insight and leadership are invaluable as we continue to grow and evolve. For nearly a decade, she’s helped tell the story of motorcycling to millions, worked with journalists and influencers across the country, and led media and influencer rides that assisted people in riding the right way. Her impact on the industry and our associations has been tremendous.”

Yu is also an experienced spokesperson – who regularly appears on live TV – and video producer, contributing to major campaigns, press events, and educational programs across the associations. In late 2024, she assumed a leadership role following the departure of the previous Communications VP, serving as the primary point of contact for the department. Her guidance ensured communications continuity across the associations during a pivotal transition.

“Strong and consistent communications, across our industry and especially for potential new riders, matter a great deal during this time of economic and marketplace change,” Yu said. “Our current and future association members need to know what’s happening in our industry, how the associations can benefit their companies, and how we can all pull in the same direction and make a difference through collective efforts. And we need to keep reaching out, through all forms of today’s mass media, with messages about the fun and joy that powersports brings to our lives and how to go about it safely. ​I look forward to working with all our associations’ departments – Membership, Government Relations, Market Expansion, Rider Education, Training Operations, Research, Events, and more, to help keep our members apprised of the work that we do so we can grow engagement and opportunities for all.”

About the MIC

The Motorcycle Industry Council, under its marquee market expansion brand, Ride With Us, is working to introduce everyone to the incomparable thrill of riding a motorcycle. The MIC is a not-for-profit trade association representing motorcycle manufacturers, distributors, aftermarket companies, dealers, retailers, and a variety of related organizations providing vital support to the powersports industry. The MIC advocates for fair policy and regulatory environments, works to deliver valuable data to the industry, and strives to bring the joy of riding to everyone, everywhere.

Established in 1914, the MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. Keep up with the industry association on Instagram, LinkedIn, and YouTube, online at MIC.org, and through the weekly MIC RideReport.

About the MSF

The Motorcycle Safety Foundation promotes safety through rider training and education, operator licensing tests, and public information programs. MSF works with the federal government, state agencies, the military, and others to offer training for all skill levels so riders can enjoy a lifetime of safe, responsible motorcycling. Standards established by MSF have been recognized worldwide since 1973. The MSF is a not-for-profit organization endorsed by American Honda Motor Co., Inc.; BMW Motorrad USA; Bombardier Recreational Products Inc.; Harley-Davidson Motor Company, Inc.; Indian Motorcycle; Kawasaki Motors Corp., U.S.A.; KTM North America, Inc.; Suzuki Motor USA, LLC; Triumph Motorcycles America; and Yamaha Motor Corporation, U.S.A. For safety information or to enroll in an MSF Basic RiderCourse near you, or to learn more about the many other MSF course offerings, visit MSF-USA.org or call (800) 446-9227. To keep up with the latest updates, follow the MSF on Instagram, YouTube, and Facebook.

About ROHVA

The Recreational Off-Highway Vehicle Association is the not-for-profit national industry association promoting safe and responsible use of ROVs (also called side-by-sides or UTVs). Accredited by the American National Standards Institute, ROHVA develops standards for the equipment, configuration, and performance requirements of ROVs.

Based in Irvine, Calif., ROHVA is sponsored by American Honda Motor Co., Inc.; Bombardier Recreational Products Inc.; Kawasaki Motors Corp., U.S.A.; Polaris Inc.; Textron Specialized Vehicles; and Yamaha Motor Corporation, U.S.A. For safety information or to enroll in the ROV Basic DriverCourse nearest you, visit ROHVA.org or call (866) 267-2751.

About SVIA
The Specialty Vehicle Institute of America is the not-for-profit national industry association promoting safe and responsible use of all-terrain vehicles (ATVs) through rider training, public awareness campaigns, and state legislation. The SVIA also works to preserve access to off-road riding areas and expand riding opportunities. Accredited by the American National Standards Institute, the SVIA develops standards for equipment, configuration, and performance requirements of ATVs. Based in Irvine, Calif., the SVIA is sponsored by American Honda Motor Co., Inc.; Bombardier Recreational Products Inc.; CFMOTO Powersports, Inc.; Champion Motorsports Group, LLC; Kawasaki Motors Corp., U.S.A.; Polaris Inc.; Suzuki Motor USA, LLC; Textron Specialized Vehicles; and Yamaha Motor Corporation, U.S.A. Visit SVIA.org. For safety information or to enroll in the ATV RiderCourse nearest you, visit ATVSafety.org or call (800) 887-2887.