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Harley-Davidson failing miserably with millenials #4462844
07/18/17 01:08 PM
07/18/17 01:08 PM
Joined: Dec 2014
Posts: 1,429
NY, USA, etc.
oilpsi2high Offline OP
oilpsi2high  Offline OP
Joined: Dec 2014
Posts: 1,429
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 Every single bike is the same thing in the eyes of the younger crowd: an outdated, slow, overweight, overpriced piece of machinery.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.

Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462856
07/18/17 01:16 PM
07/18/17 01:16 PM
Joined: Apr 2010
Posts: 4,398
Storrs, Connecticut
jeepman3071 Offline
jeepman3071  Offline
Joined: Apr 2010
Posts: 4,398
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.


2000 Jeep Cherokee 4.0L (180k) - Pennzoil 10w30, Napa Gold 1516, Magnefine trans filter
2009 BMW 328i (33k) - Castrol Edge Euro 0w40, MANN HU816X
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462867
07/18/17 01:25 PM
07/18/17 01:25 PM
Joined: Jun 2015
Posts: 4,225
New England
Virtus_Probi Offline
Virtus_Probi  Offline
Joined: Jun 2015
Posts: 4,225
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.


2014 Forester XT, 86000 miles
Last Change;
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Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462873
07/18/17 01:31 PM
07/18/17 01:31 PM
Joined: Oct 2009
Posts: 3,947
Ohio
L_Sludger Offline
L_Sludger  Offline
Joined: Oct 2009
Posts: 3,947
Ohio
It's because millennials don't have the kind of throw-away money that boomers have.


too many cars and oil combinations to list in 150 characters or less
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462878
07/18/17 01:36 PM
07/18/17 01:36 PM
Joined: Sep 2007
Posts: 968
TX, USA
JMJNet Offline
JMJNet  Offline
Joined: Sep 2007
Posts: 968
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.

Last edited by JMJNet; 07/18/17 01:37 PM.

  • 2017 Toyota Sienna
  • 1995 GMC Suburban 6.5L Turbo Diesel


Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462879
07/18/17 01:36 PM
07/18/17 01:36 PM
Joined: Sep 2011
Posts: 3,322
Somewhere
itguy08 Online content
itguy08  Online Content
Joined: Sep 2011
Posts: 3,322
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.

Re: Harley-Davidson failing miserably with millenials [Re: L_Sludger] #4462881
07/18/17 01:37 PM
07/18/17 01:37 PM
Joined: Sep 2004
Posts: 21,633
Orlando, FL
Mr Nice Offline
Mr Nice  Offline
Joined: Sep 2004
Posts: 21,633
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.

Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462884
07/18/17 01:38 PM
07/18/17 01:38 PM
Joined: Dec 2003
Posts: 908
Monroe,CT
Bambam Offline
Bambam  Offline
Joined: Dec 2003
Posts: 908
Monroe,CT
Two kinds of riders, those that ride a Harley, those that wish they rode a Harley !


07 DMAX CC 4x4 ~ Synthetics in the driveline, Delo XLE 15w40 in the sump.
Dirt Bikes and a Harley for the summer!
Ski-Doo for the winter.



Re: Harley-Davidson failing miserably with millenials [Re: itguy08] #4462890
07/18/17 01:43 PM
07/18/17 01:43 PM
Joined: Apr 2010
Posts: 4,398
Storrs, Connecticut
jeepman3071 Offline
jeepman3071  Offline
Joined: Apr 2010
Posts: 4,398
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.


2000 Jeep Cherokee 4.0L (180k) - Pennzoil 10w30, Napa Gold 1516, Magnefine trans filter
2009 BMW 328i (33k) - Castrol Edge Euro 0w40, MANN HU816X
Re: Harley-Davidson failing miserably with millenials [Re: Mr Nice] #4462898
07/18/17 01:49 PM
07/18/17 01:49 PM
Joined: Aug 2011
Posts: 3,345
Chicago,IL,USA
pandus13 Offline
pandus13  Offline
Joined: Aug 2011
Posts: 3,345
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....


16 Golf SportWagen
13 Mazda5
08 Yaris
04 Elantra
95 accent
95 mystique
97 concorde
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462899
07/18/17 01:50 PM
07/18/17 01:50 PM
Joined: Mar 2016
Posts: 949
PA,US
HemiHawk Offline
HemiHawk  Offline
Joined: Mar 2016
Posts: 949
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.



Last edited by HemiHawk; 07/18/17 01:54 PM.

2016 Nissan Frontier Pro4x
2017 VW GTI sport
1995 Mustang GTS
Re: Harley-Davidson failing miserably with millenials [Re: pandus13] #4462905
07/18/17 01:54 PM
07/18/17 01:54 PM
Joined: Oct 2009
Posts: 3,947
Ohio
L_Sludger Offline
L_Sludger  Offline
Joined: Oct 2009
Posts: 3,947
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.


too many cars and oil combinations to list in 150 characters or less
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462908
07/18/17 01:59 PM
07/18/17 01:59 PM
Joined: Jun 2003
Posts: 10,429
Illinois
javacontour Offline
javacontour  Offline
Joined: Jun 2003
Posts: 10,429
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.



network down, IP packets delivered via UPS -BOFH
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462915
07/18/17 02:04 PM
07/18/17 02:04 PM
Joined: Dec 2006
Posts: 7,650
Toronto, Canada
KrisZ Offline
KrisZ  Offline
Joined: Dec 2006
Posts: 7,650
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.


2015 Dodge Grand Caravan-27k miles.
2006 Mazda 3-163k miles
Re: Harley-Davidson failing miserably with millenials [Re: oilpsi2high] #4462920
07/18/17 02:10 PM
07/18/17 02:10 PM
Joined: Aug 2011
Posts: 2,022
Lakeside, CA
Blkstanger Offline
Blkstanger  Offline
Joined: Aug 2011
Posts: 2,022
Lakeside, CA
I am 54 years old. Nuff said.


99 Jeep WJ 4.7 190,000 Maxlife 10w30, Fram Ultra.
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