Legendary American brand focuses on high-end motorcycles, but some say it isn’t cultivating the next generation of buyers. ’You get older, you actually realize it’s a really cool thing.’
"Dan Alsip was a teenager when he fell in love with the growling engines and radiant chrome of Harley-Davidson HOG 1.06%increase; green up pointing triangle motorcycles. He bought his first one in 1991, the year Arnold Schwarzenegger rode a Fat Boy through the streets of Los Angeles in “Terminator 2.”
“Only tough guys rode those,” he said.
Alsip went on to buy nine more, capped by his February purchase of a CVO Road Glide Limited, a $52,000 touring bike with luminous red paint, golden highlights and heated seats. He splurged on that hog because it will be his last: The retired metals-industry compliance officer is now 62 and says his riding days are winding down.
The question for Harley: Will anyone replace him?
The Milwaukee-based company is selling less than half as many bikes as it did during its 2006 peak. Harley’s portion of the U.S. large motorcycle market recently dropped to its lowest level since the 1980s. The stock, which reached $75 in 2006, has closed at an average of $35 over the past year.
Under Chief Executive Jochen Zeitz, Harley has cut options for entry-level riders while focusing heavily on touring bikes that in some cases cost more than a Cadillac. That has paid off with record earnings per share since he took charge in 2020.
Some dealers, consultants and former executives say the strategy isn’t bringing enough people into the pipeline as core riders age. In 1990, when the Harley boom was just getting started, The Wall Street Journal reported that the typical buyer was 35. Today, the company says the average age is 49.
That would match the rest of the motorcycle industry, but UBS analyst Robin Farley, extrapolating from demographic data the company formerly released, estimates the average age of a Harley buyer is actually in the late 50s—old enough to have absorbed the “Easy Rider” vibes of the ’70s. “I don’t know that there is the same cultural zeitgeist today,” she said.
Some younger motorcyclists said the brand’s chrome and leather image doesn’t resonate with them. Elijah Wilkinson, 31, a data analyst from Buffalo, N.Y., who learned to ride on a borrowed Harley Sportster, chose a Japanese sports bike when it was time to buy his own.
“They’re appealing to a very aged demographic that’s buying fewer and fewer bikes instead of appealing to millennials or Gen Zs,” he said.
Zeitz blames the continuing sales decline on high interest rates and a tough environment for premium consumer goods, not a generational divide. Riders 35 and younger make up a fourth of new Harley customers, he said, and the company’s research shows the desirability of its bikes is increasing.
The CEO said Harley is dominating the most-profitable motorcycle categories and has regained some market share this year with the introduction of new models. Its stock, though down about 7% this year, is faring better than that of some other power sports companies.
He is confident, he said, that the company will grow over the long term. Meanwhile, Harley will continue to ride or die with graybeards.
“I always talk about you age into the brand,” said Zeitz, who is 61. “You get older, you actually realize it’s a really cool thing.”
etc.
Interesting article about the brand and its future direction. The comments section reminds me that not everyone loves Harley or those of us who ride them.
Last edited by soldierbot; 07-12-2024 at 04:11 PM.
I’m 77. They stopped making the motorcycles I want. I have to buy used to find the features I want. I do not want a digital screen. I don’t need canbus and chips determining every feature including my tire pressure. I need simplicity and reliability. Period. I’m not against fuel injection, or ABS, or even throttle by wire. But that’s nearly the line.
I need to concentrate on the road and I need to know my motorcycle will behave the same way every time. I don’t need or want a chip making decisions on my ride. I have experience. Far better than trusting a chip.
I don’t want to have to buy an $800 or $ 3000 code reader to properly repair my own motorcycle. I do not own a John Deere tractor, but I do understand why they are pissed. Right to repair means built to be repaired.
My best friend got screwed with the early M8’s. Twice. I’m done as they never made it right and corporate was treating my friend as though he didn’t matter to anyone. Dealer just threw up their hands and kept charging more money. While I understand you love your M8, I’ll buy used, older, simpler, reliable, more fun to ride bikes. I think Rushmore was the apex, still a simple, reliable, touring machine.
Also, I’m thinking other brands. This is not my Harley. They don’t want me, don’t care about me or my friends, and are not making modern bikes that I want. I’ll buy used Harley’s and possibly a new other brand. They killed my beloved sporty. They killed my beloved Road King. They killed my beloved heritage classic. They filled my view over the handlebars with a touch screen that does not add to my ride or knowledge. You were born with a smart phone in your ear/eye, maybe you need the screen, the touch to flip menus. I do not. It’s not good or bad, it’s just different and I’m not going to change.
Just repeating the obvious that we here all know, Zeist abandoned his predecessors attempt to broaden the brand and bring in new riders with less expensive motorcycles and instead focus on profits which will be short term as no new riders are coming to the brand.
Just repeating the obvious that we here all know, Zeist abandoned his predecessors attempt to broaden the brand and bring in new riders with less expensive motorcycles and instead focus on profits which will be short term as no new riders are coming to the brand.
It appears they saw a revenue and sales boost in 2021, likely due to the post-pandemic recovery many retail items experienced. However, last year marked their lowest sales on record, with just over 98,000 bikes sold in the U.S.
Moving forward, it will be challenging, and the company should focus on attracting entry-level riders. On the West Coast, bikes like the Grom are hugely popular. Perhaps Harley could develop a similar style of bike with flames, skulls, and a loud exhaust, of course.
They need to start young to develop brand loyalty. We "graybeards" won't be around forever.
It's not just generational I don't think. There's something else misfiring way down deep in the company. They seem to struggle to put together a product line with the broad appeal like they once were able to.
Last edited by panheadache; 07-12-2024 at 07:05 PM.
I’m 77. They stopped making the motorcycles I want. I have to buy used to find the features I want. I do not want a digital screen. I don’t need canbus and chips determining every feature including my tire pressure. I need simplicity and reliability. Period. I’m not against fuel injection, or ABS, or even throttle by wire. But that’s nearly the line.
I need to concentrate on the road and I need to know my motorcycle will behave the same way every time. I don’t need or want a chip making decisions on my ride. I have experience. Far better than trusting a chip.
I don’t want to have to buy an $800 or $ 3000 code reader to properly repair my own motorcycle. I do not own a John Deere tractor, but I do understand why they are pissed. Right to repair means built to be repaired.
My best friend got screwed with the early M8’s. Twice. I’m done as they never made it right and corporate was treating my friend as though he didn’t matter to anyone. Dealer just threw up their hands and kept charging more money. While I understand you love your M8, I’ll buy used, older, simpler, reliable, more fun to ride bikes. I think Rushmore was the apex, still a simple, reliable, touring machine.
Also, I’m thinking other brands. This is not my Harley. They don’t want me, don’t care about me or my friends, and are not making modern bikes that I want. I’ll buy used Harley’s and possibly a new other brand. They killed my beloved sporty. They killed my beloved Road King. They killed my beloved heritage classic. They filled my view over the handlebars with a touch screen that does not add to my ride or knowledge. You were born with a smart phone in your ear/eye, maybe you need the screen, the touch to flip menus. I do not. It’s not good or bad, it’s just different and I’m not going to change.
I’m 77. They stopped making the motorcycles I want. I have to buy used to find the features I want. I do not want a digital screen. I don’t need canbus and chips determining every feature including my tire pressure. I need simplicity and reliability. e.
Agree reliability is the top of my list. As far as bells and whistles, its like old VCRs, not like you used half of it, but you still watched your movie.
I wish I had tire pressue on 2015 limited. Not sure how it will effect you adversly if it does though. You can't simply turn the dash off.
I do wonder if they are getting heavy with all these features. That makes me slightly think about little older model.
But I also realize there are improvements. The bags on the Rushmore may be the one good thing Harley ever did for its customers. As for Harley not caring about you now, did they ever? Harley is interesting, it has tremendous loyalty, and does little to keep it. I a free donut on Saturday mornings does nothing for me.
As mentioned by someone else, I went in to dealer looking for a new bike dressed in work clothes. No one talked to me, but in their defense I didn't talk to them. But I was surprised for as long as I was there, no one walked up.
As mentioned by someone else, I went in to dealer looking for a new bike dressed in work clothes. No one talked to me, but in their defense I didn't talk to them. But I was surprised for as long as I was there, no one walked up.
07-12-2024, 04:10 PM
Harley Will Ride or Die With the Graybeards
