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#4462844 - 07/18/17 01:08 PM Harley-Davidson failing miserably with millenials
oilpsi2high Offline


Registered: 12/18/14
Posts: 1327
Loc: NY, USA, etc.
https://www.bloomberg.com/news/articles/2017-07-18/harley-davidson-is-losing-its-cool

Quote:
People who like Harley-Davidson, meanwhile, still tend to skew older, male, and politically conservative, according to YouGov, an analytics company that runs a proprietary index of brand perception.

For a rookie rider who knows little about motorcycles, what a brand represents mechanically may matter less than what it means culturally. Now, more than ever, Harley-Davidson needs to keep its cool.


Ask anyone under 30 what they think about Harley-Davidson, and they'll either tell you that their dad/uncle/father-in-law rides one, or mention something about the Hells Angels. Every single bike is the same thing in the eyes of the younger crowd: an outdated, slow, overweight, overpriced piece of machinery. Don't get me wrong, I love HD, but for the money I feel like the younger crowd is going to go with something else. The street 750 is a step in the right direction, but needs improvement - it looks like a moped.

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#4462856 - 07/18/17 01:16 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
jeepman3071 Offline


Registered: 04/15/10
Posts: 4220
Loc: Storrs, Connecticut
I can agree with this. Most people from my generation that I know who ride bikes have either a sport bike, a comfortable cruiser for touring, or one of those road legal dirt bikes. None have Harleys.
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#4462867 - 07/18/17 01:25 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
Virtus_Probi Offline


Registered: 06/25/15
Posts: 3970
Loc: New England
I remember there was a huge wave of 40-50ish guys I knew buying their first Harleys in the mid-2000s, just before the economy collapsed. So many people had too much money in their wallets and had to buy something...some of the guys I knew rode them once or twice and parked them, some became avid riders.

But, yeah, I generally don't see young people riding Harleys unless they are sporting colors.
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#4462873 - 07/18/17 01:31 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
L_Sludger Offline


Registered: 10/04/09
Posts: 3947
Loc: Ohio
It's because millennials don't have the kind of throw-away money that boomers have.
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#4462878 - 07/18/17 01:36 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
JMJNet Offline


Registered: 09/06/07
Posts: 934
Loc: TX, USA
Those Harley are more expensive than some cars??? Wonder why the millenials cannot afford it?
I think it is obvious.

IMO, it is not very practical because you will get wet when raining.
Besides, it is prone to accident.


Edited by JMJNet (07/18/17 01:37 PM)
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#4462879 - 07/18/17 01:36 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
itguy08 Offline


Registered: 09/15/11
Posts: 3227
Loc: Somewhere
Wonder how it compares to motorcycle ownership in general? Maybe the younger generations don't want to be roadkill? Give me a sports car and real steel (or aluminum) any day over a bike.

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#4462881 - 07/18/17 01:37 PM Re: Harley-Davidson failing miserably with millenials [Re: L_Sludger]
Mr Nice Offline


Registered: 09/12/04
Posts: 21203
Loc: Orlando, FL
Originally Posted By: L_Sludger
It's because millennials don't have the kind of throw-away money that boomers have.


Yep. Having a Harley in your garage meant you achieved success as a middle aged man.
Demographics are changing and older people are getting out of the motorcycle hobby.

The younger adults really don't want to be associated with an older Caucasian man's past time and hobby.

I'm in the demographic Harley Davidson advertisements are marketed towards, yet I have zero desire to ride a Harley and have the money to buy 20 of them.

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#4462884 - 07/18/17 01:38 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
Bambam Offline


Registered: 12/16/03
Posts: 900
Loc: Monroe,CT
Two kinds of riders, those that ride a Harley, those that wish they rode a Harley !
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#4462890 - 07/18/17 01:43 PM Re: Harley-Davidson failing miserably with millenials [Re: itguy08]
jeepman3071 Offline


Registered: 04/15/10
Posts: 4220
Loc: Storrs, Connecticut
Originally Posted By: itguy08
Wonder how it compares to motorcycle ownership in general? Maybe the younger generations don't want to be roadkill? Give me a sports car and real steel (or aluminum) any day over a bike.


I think this is a big part of it. Cell phones and distracted driving have really increased over the last decade. Many of my friends who rode motorcycles stopped riding because of accidents or close calls with dumb drivers. One actually hit two deer on the same stretch of road a few months apart and didn't buy another bike after that.
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#4462898 - 07/18/17 01:49 PM Re: Harley-Davidson failing miserably with millenials [Re: Mr Nice]
pandus13 Offline


Registered: 08/12/11
Posts: 3201
Loc: Chicago,IL,USA
Originally Posted By: L_Sludger
It's because millennials don't have the kind of throw-away money that boomers have.


YUP, (source: I live 1/2 mile from a HD dealership)

Originally Posted By: Mr Nice
The younger adults really don't want to be associated with an older Caucasian man's past time and hobby.


I worked over couple summers in Chicago Southside: as soon as the warm weather come, there where a lot of HD/motorcycle riders....

I even sold my rental to one....
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#4462899 - 07/18/17 01:50 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
HemiHawk Offline


Registered: 03/09/16
Posts: 842
Loc: PA,US
The title is a little click baitey. They call out "millennials". Sure, younger people aren't buying Harleys. But its pretty complicated. I saw another article the other day that new riders in the US will approach 0% in the coming years. Less people are riding overall. Motorcycles are a luxury item, and a rather niche one at that. I can justify a fun weekend car that I can also take passengers in or drive in all conditions. A bike much less so.

On top of that people are factoring in safety and cost.

Times change. Some people will come in here and say "blah blah blah millenials can't text on it so they don't want it". The truth is probably more that people are deciding bikes just don't fit into our lives.




Edited by HemiHawk (07/18/17 01:54 PM)
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#4462905 - 07/18/17 01:54 PM Re: Harley-Davidson failing miserably with millenials [Re: pandus13]
L_Sludger Offline


Registered: 10/04/09
Posts: 3947
Loc: Ohio
Originally Posted By: pandus13


I worked over couple summers in Chicago Southside: as soon as the warm weather come, there where a lot of HD/motorcycle riders....

I even sold my rental to one....
I agree. From what I have seen, which is worth what you paid to read this message, HD ownership preference isn't exclusive to any racial group in particular.
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#4462908 - 07/18/17 01:59 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
javacontour Offline


Registered: 06/26/03
Posts: 10306
Loc: Illinois
I think the trend extends to cars too, but less so.

Licensing rates are dropping and/or kids seems to be waiting longer before getting licensed.

http://www.pbs.org/newshour/updates/many-teens-dont-want-get-drivers-license/

Originally Posted By: From Linked Story


The share of high school seniors across the country who have a driverís license dropped from 85.3 percent in 1996 to a record low 71.5 percent in 2015, according to data from the University of Michiganís Monitoring the Future survey.

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#4462915 - 07/18/17 02:04 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
KrisZ Offline


Registered: 12/23/06
Posts: 7473
Loc: Toronto, Canada
Were HDs popular with baby boomers when they were less than 30 years of age? I hardly doubt it. Harleys seem to start appealing to people over a certain age group and people in this age group usually have more disposable income available to them.
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#4462920 - 07/18/17 02:10 PM Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high]
Blkstanger Offline


Registered: 08/13/11
Posts: 1948
Loc: Lakeside, CA
I am 54 years old. Nuff said.
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