Harley-Davidson®'s Goal is to Attract Young Motorcycle Riders

Harley-Davidson® is shifting gears. The Milwaukee-based company, known for selling the bulk of its hogs to white males over 35 — particularly baby boomers — is now looking to attract a younger and more diverse group of riders. (1)

A New Group of Buyers

The current generation of potential young bikers are becoming more and more connected, and as a result, are often distracted by smartphones and video games. However, according to The Huffington Post, Harley® boss Matt Levatich wants to get young people to “live for real” — or rather — ride for real, as opposed to being glued to a mobile phone or a television screen. And he may have a point. (2)

"People are going to want to actually live for real," Levatich said. "I think we have a product that has a great fit with that outlet.” (2)

The Stats

Appealing to a younger generation of motorcycle riders is an excellent idea, considering that the company’s core customers — roughly 70 percent — are white males aged 35 and older (baby boomers), according to Barron’s. (1) Nationwide, Providence Journal says that 39 percent of H-D® bike owners are 51 to 69 years old. (3)

Without a doubt, these clients continue to be an important part of the business. However, Harley®’s goal to pursue younger customers — aged 18 to 34 — will ensure that the iconic motorcycle maker continues to grow and produce the slick, attitude-filled bikes sup{(3)} we’ve come to know and yearn for over the decades. (2)

New Motorcycles

One of the ways in which H-D® is attracting younger riders is by adding two new lightweight motorcycles to its lineup: the Street 500 and 750 — bikes made to conquer the urban world. (4) Both models are available at Adamec Harley-Davidson® of Baymeadows, Orange Park, Regency and St. Augustine (5) — and both offer signature styling and can be further customized to fit your preferences. (4)

For example, there’s a list of features worth browsing from Harley-Davidson®’s Genuine Motor Parts & Accessories, and no matter what you choose, they will make your Street 500/750 look even cooler than it already is. (6)

Conclusion

Next up on Harley®’s list is the new LiveWire motorcycle: the brand’s first all-electric bike that looks and sounds like it’s from the future. Only a prototype has been unveiled, but when the final production vehicle makes its way to H-D® dealerships, we believe it will appeal to younger motorcycle riders. (5)