yes the average age of harley owners has increased, but guess what, the average age of people in the U.S has also increased.

and the largest % increase was in the 45-54 age bracket. baby boomers getting older.

and another real interesting fact is that the largest group of new bike owners are in the 41-50 age group - thats 30% of new bike owners.

so it just goes with the demographics that the average age of harley owners is increasing.

and the overall age of all motorcycle riders, not just harley riders, has increased. so it is expected that it would be the same for HD

also interesting the for 2007 - over 50% of new harley purchases were from previous harley customers - brand loyalty. but also interesting that 33% had owned competition brands previously. the remainder - 15% were first time motorcycle buyers. i attempted to find similar stats for honda but wasn't able to. this kinda says that once someone buys a harley they stay with the brand.

as to cost - compare the GW with the ultra - which is more expensive.

as to HD and its financial situation. yeh it did have layoffs, plant closures, the sales are down and the stock prices have tanked. most stocks have tanked, and i would expect HD, which sells discretionary products to go down. if they are selling less bikes, which is the case, then layoffs and plant closures are the prudent thing to do. it is good business.

and we all know that HD is not the only company with these kinds of issues currently. but it is not sharing the same fate as other companies because it is still making the money, it is still profitable.

and i find it interesting that articles will say worldwide sales of harly's is down 13% and national sales is down 19%. how about if we restate that to - althougn worldwide sales are down 13% because domestic sales, currently HD's largest market, are down 19%, the fact is that international sales are up by 10% and has been increasing yearly because of the demand for their big twins.

all depends on how you say it.

i don't feel that going after the younger market is as important as many are making it out to be. what is important IMO is the whether their market share for their product declines. as long as they maintain their majority market share for large engine bikes, they will be fine. the exception would be if the volume of sales for large engine bikes starts a declining trend, then HD might have to rethink its entire product line, but if that happens, then they might be better off calling it something other than a harley because straying to far away from vtwin air cooled will just hurt.

 

It was all advertisement. They could have hyped the bike up and played it off so well, but they just kind of snuck it in and tried to let it create its own market. Well, the dealers didn't see too much enthusiasm from Harley, so they began to just disregard the model. Now it's just kind of there, something they have to put on the floor but are not thrilled to be selling. The V-Rod commercials were decent, but Harley could have done SO much more with them. They could have shown guys on the road spinning rear tires with fire coming out of the pipes, and other general badass asphalt tearing antics. Instead, they gave us stuff that. while interesting, did not make the viewer truly excited to go buy the bike. The commercials get 5 out of 10, because they do something, but for a bike the the V-Rod there needs to be blaring rock music, burnouts, drag strips, hot chicks, and so on. The commercial should look like a rock concert blowing the roof off of a stadium, not just a local band playing at a bar.
http://www.youtube.com/watch?v=scrli...c-HM-fresh+div
http://www.youtube.com/watch?v=5uP2ylkyCWo

If Harley wants to properly advertise a bike that is exciting (and I know it's a hard concept for them, or at least it seems that way), then they need to take a page from Honda and Kawasaki. Run a few like these:
http://www.youtube.com/watch?v=EygAn...EFC04&index=18
http://www.youtube.com/watch?v=uOzPz...EFC04&index=10

 

I agree. Here.

My take on it. There is a difference between a tourer and a cruiser. The Cruiser market is largely driven by Harley. That is fine. Cruisers are largely Function following form, and its as much about style as performance. Well no one, not Victory, not Triumph, not the Japanese has got the style AND the performance (or fit and finish) That Harley does. The issue being that it is an aging market. I test drove a Victory 8-Ball and a Rocker C back to back, the Rocker was a MUCH better bike.

However, bit by bit the European standards are starting to work their way into the market. These bikes mix the performance of the full faired super sports with accessable egronomics that allow you to sit on them a al 1125CR.

Now get into touring and you now have options. BMW RS series, Triumph Sprint, Ducati ST (assuming they ever get around to making another) Yamaha FZ-1, Kawasaki Concourse, and the list goes on and on. All of which offer both performance and the ability to sit on them for extended periods of time. It goes far far beyond the simple Electra-glide or Goldwing choice.

Not to mention that if I was going to ride a touring airhead the Roadglide would be my chioce anyway. I would MUCH rather have that big *** fairing frame mounted. Wind and sails attached to the handlebars never really jived with me.

 

Although serious R&D went into the V-Rod, the results were nothing more than another Harley outside the purchasing power of the average young male rider. An important step in getting the young male rider market is for Harley to put out competitive numbers from the 883 to similarly-displaced air-cooled Japanese motors and keep the customer cost low not “Harley low.”

 

Man, there's a lot of replies to this. SO, I might as well go ahead and **** everyone off with how I feel on the subject.

"How does Harley get a slice of the youth market?"

It doesn't. It waits until the youth grows up, stops acting like idiots, and matures up enough to act reasonable. Then they'll be ready for a Harley.

 

As someone who is finishing up an mba, i just wanted to say i liked your post

 

well thanks - i appreciate that

 

How does Harley get a slice of the youth market ? The answer is plain and simple, it doesn't, it doesn't need to and here is why:

In the 1980's, the average Harley rider was in his 40's, and lots were in there 60's. ..

in 2009 the average Harley rider is in his 40's, and lots in there 50's and 60's.. .

the 20 yr olds then are the cream of the crop now... don't worry about it... the V-rod and the sportster don't hurt either..

By the way, I'm 23 and ride a 2005 Heritage softail... there are plenty of 20 yr olds that know what Harley's are bout.

 

You make a good point !

 

Harley Has A Demographic, And It works. You dont See NIckelodeon Trying to Figure out how to Market to Adults as they Grow out of there Shows, etc, although some slip through the Cracks, Same for HD. As a 32 year old Male with his First Harley, Previously Had Only Sportbikes, and sat around with friends Calling HD 1940 Tank Technology, Hardley Movinson, etc, etc. When I finally had Kids and Decided to Grow up, and slow it down, Now I am All about HD. In my opinionThe HD Demographic will probably always stay the Same...Nothing wrong with that.