Harley-Davidson has always had a very specific demographic: older white guys.And that’s worked out just fine until the recession, when “hundreds of thousands of jobless bikers sold their motorcycles or lost them to repossession,” reports the Wall Street Journal.
Harley still dominates the U.S. motorcycle market, and its sales are rising for the first time since 2006, but it’s slow going. So it’s looking outside that group: to women, minorities, young people, and consumers outside the U.S.
Basically, everyone else.
To reach women – which make up 10% of U.S. motorcycle riders — the company hosts “garage parties” and promotes models with lower seats. Harley also has a video on its site showing how “even small women can pick up a bike of 550 pounds if it topples over.”
Its strategy must be working, because it got its first female customer in India a few months ago, and its second in the region this summer, reports The Economic Times.
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