PODCAST: Harley-Davidson Goes Old-School to Lure New Customers

Sarah Steimer
AMA Podcast
Current average rating    
Key Takeaways

​What? Harley-Davidson and others in the industry are looking to expand their aging fanbase.

So what? As of 2014, the portion of U.S. motorcycle riders 50 or older was close to half.

Now what? The motorcycle industry needs to appeal to younger customers and those overseas, providing wider option of bikes for first-timers interested in experiences.

​Dec. 11, 2017

In an effort to draw a broader fanbase, Harley-Davidson releases smaller, 1960s-style bikes aimed at first-time riders

Motorcycle sales in the U.S. peaked at 716,268 in 2006 and fell to 371,403 new bikes in 2016, with the demographic of buyers growing older with time.

In an effort to combat these trends, the industry has been offering more bikes designed for first-time riders, according to Bloomberg, with smaller, lighter and more affordable options that could compare with rides from the 1960s. These new bikes are part of an effort to appeal to more millennials, who are said to be more interested in experiences than products—an easy rider-esque lifestyle.

Harley-Davidson has a goal of releasing 100 new bikes by 2027, including ones that appeal to a broader audience. Most recently, the company released the Sport Glide, featuring the iconic Harley batwing shape, but in a more compact and sporty package. The bike is also meant to appeal to overseas customers, according to Product Portfolio Manager Paul James, because of its ability to navigate twistier roads that are common in other countries.

“This is for people who aspire to Harley but didn’t see anything in the catalog that was just right for them,” James says of the Sport Glide.

The company is also looking to capitalize on the excitement around its 115th anniversary in 2018, with nine 2018 limited-edition bikes to commemorate the celebrations.


 All for Freedom. Freedom for All.


The Answers in Action podcast spoke with Heather Malenshek, vice president of global marketing and brand at Harley-Davidson, about the company's focus on freedom, along with plans for its 115th year and beyond.

Related Articles:
AMA PCM Digital Marketing Exam Building Retro Brands: Harley Davidson and the 4 As Little-known Millennial Loyalty Trends

AMA PCM Digital Marketing Exam

Building Retro Brands: Harley Davidson and the 4 As

Little-known Millennial Loyalty Trends

Author Bio:

Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
Add A Comment :

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.