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.