MotoGear in Mexico

In term two of my study in the Master of International Management program at Portland State University, I took a course in marketing for global enterprises from Brian K. McCarthy, who introduced me to Gustavo Buhacoff, an alumnus of the MIM program, and founder of the internet start-up MotoGear.  MotoGear is an Internet-based venture that sells motorcycle safety gear, including helmets, boots, gloves, wheels, etc.  When describing his motivation behind the company, Gustavo said:

"On my (fairly extensive) trips to Mexico I noted that the average Mexican motorcyclists have very limited access to good, reliable riding gear.  Most shops, even in the larger cities, have little or no supply on hand and prices for special orders are high.  The idea behind MotoGear is to offer a reliable source for quality riding gear at a competitive price.  To allow riders from all over the country the same access to quality gear, it was designed as primarily an e-commerce store, with potential for a small local shop considered for those who live near our offices/warehouse in the future."

But, the general Mexican public is aware of potential fines for neglecting to use a helmet, but proper safety gear is not seen as a necessity.  Thus, Gustavo faces this the following dilemma: how to market a product that people do not necessarily think they even need.  What would you do?  Where would you begin?