Harley Davidson Markets Towards Millennials and Trademarks “Bronx”

Graham Zahoruiko Updating Brand Marketing

 

The stereotypical demographic of motorcyclists reflects on middle-aged men with a little bit of a wild side. They enjoy the open road, average the age of 45 and probably have some sort of black clothing such as a leather jacket or boots. The gray-haired motorcyclists is a trend seen across the United States doesn’t seem too concerning, however, it poses a major threat to the motorcycle manufacturing industry. What happens when all of the middle-aged motorcyclists become too old to ride? Statistics show that there just isn’t enough “young blood” making motorcycle purchases, so Harley Davidson recently began a millennial marketing campaign.

 

To combat the rise in age of the average motorcycle rider, Harley Davidson is marketing towards millennials in order to get younger people to ride. Gearing their marketing and products towards a younger generation, Harley knows what the younger generation wants: speed, performance, and style just to name a few. Targeting this new demographic, rather than “bigger and better”, Harley Davidson is launching smaller, more affordable models.

 

With a vast majority of millennials being in debt or unable to grow their savings, these affordable models are enticing to this age group. Most of the competition is struggling to keep sales up, while Indiana sales are soaring. With its entry-level cruisers, the bikes from this affordable brand showcases a sleek, modern design that still ties in the brand heritage. All this to say that Harley Davidson has a lot of room to overcome this competition. Especially with lower models starting at $12,000, Harley is working towards becoming more affordable for this younger generation.

 

In order to stay relevant as a brand and attempting to outshine the competition, Harley Davidson trademarked the name “Bronx” through the U.S. Patent and Trademark Office. Changing direction from more localized name from their headquarters in Milwaukee, Harley Davidson treks all the way to the popular New York Borough, The Bronx. With a much more “big city” vibe, we all have to wonder what Harley plans to do with this new patent name.

 

Some figure this new name will shine to be a new model. Gearing towards a more street style, city rider, this could change the game for motorcycling demographics. However, Harley already launched its 2018 lineup of models, silently discontinuing the V-Rod.

 

As Harley Davidson is undergoing some major changes for its brand, we can’t help but expect some excited things from this brand in the upcoming year.

Motorcycle Must-Haves: Royal Enfields Recap of Newly Opened Factory

Graham Zahoruiko Motorcycle News

Having been around for decades, a century even, Royal Enfields is continuing to grow in demand. The company first started in 1890 when they received their license for the brand name “Royal Enfields”. They made their first motorcycle in 1901 but also sold other items such as lawnmowers, bicycles, and more. Having been in production for so long, this company is known as the oldest motorcycle brand that has continuously made and sold motorcycles.

Since then, this small motorcycle company has grown the become a global leader in selling mid-sized motorcycles.This brand has been around for a long time, but just so happens to be at a new beginning. Royal Enfields announced it’s opening of a third manufacturing facility, at Vallam Vadagal based in India.

In 1949, Royal Enfields opened doors to its partnership in India, selling the mid-sized motorcycles just after the war. India’s government was in search of motorcycles fit for policemen to use. Royal Enfields’ bike, the “Bullet 350” (they now sell the Bullet 500 efi, also) was chosen for the job, with India’s government placing an enormous order of 800 bikes during that time. Since then, it’s clear that Royal Enfields’ popularity has continued to rise.

Royal Enfields is known for their style that combines a classic bike with a modern look, making the design timeless. Through this distinct design, Royal Enfields has grown in popularity, increasing sales in India 50% every year for the past 5 years. In order to keep up with such demand, the company had to open a new manufacturing facility. It is with confidence that they continue to sell their unique models.

This company sells multiple models such as: the Bullet, Thunderbird, and Classic. Additionally, they sell the Cafe Racer – continental gt. This product line is lined up for India, but can vary depending upon the country. Today, Royal Enfields are sold in the following countries: USA, UK, India, various countries throughout Europe, Latin America and both the Middle East and South East Asia.

On top of being such a unique motorcycle company, they go beyond just manufacturing and selling bikes. This company organizes motorcycle rides for both members and non-members, giving ample opportunity for a leisurely trip or even an adventure.

With such growth seen over the last 5 years, it’s no surprise that this company is expanding. If it’s a successful facility, the question remains: Could we be hearing more about Royal Enfields in the future? We’ll have to just wait and see.