The study applied the Theory of Planned Behaviour (TPB) to explore motorcycle riders’ underlying behavioural, normative, and control beliefs towards Advanced Rider Assistance Systems (ARAS). Each belief was explored in terms of three categories of technologies, (i) advanced technologies that help riders manage riding according to situations and conditions, (ii) advanced technologies that help riders to stop, and (iii) advanced technologies that help riders to corner. Eight focus groups were conducted with 39 motorcycle riders (Mage = 44.54 years, 27 males) who resided in Australia. First, participants completed a short online questionnaire which asked demographic information (e.g., age, gender, riding experience), before taking part in a 50-minute semi-structured online focus group. Participants’ knowledge of ARAS differed depending on the type of technology, with most participants reporting good to excellent knowledge of cruise control and standard anti-lock braking system (ABS) and a poor to fair understanding of selectable riding modes and cornering ABS. For behavioural beliefs, two common advantages reported for all three categories of technologies were safety and that the technologies would benefit new riders or riders with less experience. The three common disadvantages included concerns over riders’ reliance on the technologies, cost, and loss of skill or false sense of security. For normative beliefs, participants reported that their loved ones (i.e., partner, family, and friends) would approve of them using these technologies, with participants perceiving that ‘purists’ (i.e., riders who prefer to ride traditional motorcycles) would disapprove. For control beliefs, cost, lack of information on the safety of advanced technologies, and not being able to switch off systems were reported as barriers to use. Lowering insurance premiums, education/test rides, technologies as selectable options, and availability, were all identified as factors that would encourage use of ARAS. By providing information about ARAS, riders will become more informed about ARAS, which may enhance trust and user acceptance. Additionally, ongoing research and development are essential to ensure the evaluation and improvement of ARAS and mitigate any unintended consequences.