My love for motorcycles started when the older kid down the block came home with a badass bike when I was in middle school. He had a black leather jacket, and just looked so cool on that bike. I decided that when I came of age, I had to have one, too.
Fast-forward to college. Not only do I not have a cycle – I don’t own a car. And in Michigan, you can count the number of months when a motorcycle makes sense.
But I remember the moment. A group of us went to the movies to see the much-talked about film Easy Rider, starring Peter Fonda and Dennis Hopper, along with exciting newcomer Jack Nicholson. I’m a sucker for “drop-out movies,” and this low-budget film very much summed up the mood in 1969.
But it was the opening credits with a soundtrack featuring Steppenwolf that had me from the very beginning of the film:
https://www.youtube.com/watch?v=mAxYA381dB8
Every time, I hear “Born To Be Wild,” I flash back to the movie. And I wonder how many other Baby Boomer guys saw Easy Rider and walked away smitten just like I was, wanting to jump on a chopper and discover America.
Perhaps enough to provide a sense of adventure and romance for an entire industry, especially its most well-known brand, Harley-Davidson.
In any case, I ended up getting a Dodge Dart instead, but never forgot the power of a chopper, the open roads of America, and a great soundtrack. Easy Rider was a statement of rebellion, and no brand had that market cornered better than Harley-Davidson.
For decades, its motorcycles have been brand leaders, a symbol of American know-how. From Sturgis to Daytona Beach, the hog makes a statement about its owner.
But in recent years, the Milwaukee-based company has watched its sales slide. And like so many other downturns in 2020, COVID has only served to accelerate a trend that was already well underway.
According to Bloomberg, Harley-Davidson posted rugged sales again last year, and the forecast is for only flattish growth through the next four years – not at all what Wall Street wants to see.
As I thought about Harley’s fall from grace, it struck me its predicament resembles broadcast radio’s challenges in the new millennium. After ruling the audio roost for decades, increased competition and technological innovations by other companies have pressured radio broadcasters. And of course, the pandemic hasn’t helped.
Along with a story in TheThings.com by Michael Weyer, I’m listing Harley-Davidson’s problems that have clear radio overtones. In fact, I’ve listed a 6-pack of issues the Wisconsin motorcycle manufacturer is facing that echo radio’s challenges.
1. Harley-Davidson didn’t keep up with technology – The company has that reputation for building big, heavy “old school” bikes in a moment when more people are seeking lighter, more economic, and ecologically friendlier rides.
Now Harley is scrambling, hoping new investment in electrification is enough to help the company make the transition. As the Bloomberg story points out, the company will now have to pay heavily to catch up.
Harley’s inability to recognize the coming of electrification is analogous to the digital denial traditional media companies exhibited for many years. And to this day, there are broadcasters who still see digital media tools as second class citizens.
2. Harley-Davidson has failed to serve young consumers – In true Evel Knievel style, the most famous motorcycle brand of all time may be jumping right into the demographic cliff of doom.
Back to reason #1, younger consumers are more interested in commuting than they are interstate travel. And according to Weyer, they’re looking at lighter, less costly bikes.
On top of that, Harley-Davidson has image problems. Those rebels at Sturgis and other biker festivals and the “hog” lifestyle are not congruent with how Millennials and Gen Z’s want to be perceived.
Beyond the biker dudes, Harleys are also associated with aging boomers like the dudes at the top of this blog post, trying to recapture their “Easy Rider” youths. (Yes, maybe a tad like me.)
Not unlike radio’s near complete abandonment of young demographics, Harley-Davidson is “aging out,” with bleak prospects for turning its image around among up-and-coming generations.
3. Harley-Davidson became complacent and satisfied with its success – Weyer submits the company got too comfortable with its iconic image. Nearly, 20 years ago, Matt Ragas and B.J. Bueno wrote a book, The Power of Cult Branding, and Harley was one of their poster boys.
While tattoos are highly popular displays of self-expression these days, you’d be hard-pressed to find a whole lot of Harley ink on those under 30.
As Weyer notes, Harley “was too busy building themselves into a ‘brand’ with stores in airports and malls to concentrate on making better bikes than the competition, and that’s come back to bite them…”
Yes, it’s about content. In this case, the quality, style, and economy of its bikes.
That sounds a lot like radio in the ’80s and ’90s, the go-go days where station valuations were through the roof, and ownership was “a license to make money.” As they used to say, even a 1-share in LA or NYC would yield impressive profits. And GMs could achieve their lifelong dream of ownership by focusing on medium and small markets for automatic profits.
Not anymore. Brands that Boomers loved – whether a radio station or hog – mean very little to their kids and grandkids.
4. Harley overpromised…and failed to deliver – It’s one thing to see yourself as a venerable brand that will never lose its hallowed place in the minds and hearts of consumers here in America, and around the world. It’s another to make good on your promises.
And HD’s new CEO, Jochen Zeitz, recently admitted to investors, “In the past years, we’ve over-committed and under-delivered; we are now committed to setting realistic goals.”
Zeitz is the first non-American head of Harley, a branding expert from Germany who is credited with turning around Puma. Bringing in an outsider who doesn’t drink the Harley Kool-Aid is a strategy the company shareholders hope can reinvigorate a tired brand.
5. Harley failed to do its homework – In today’s transportation economy, companies need extensive research to keep up with changing trends – like electrification.
The company’s failure to do research and investment in its future are big reasons why profits are projected to be so lackluster over the next few years.
The good news is that HD’s new Hardwire initiative supports both its traditional bike line as well as its electric future. But the plan has a hefty price tag – a whopping $190-250 million every year to get in the tech game. As Cycle World put it, it’s “like balancing classic with cutting edge.” (Sounds like a radio format, doesn’t it?)
It’s exciting to have a blank slate – especially to help redesign a shopworn brand. And it can be stimulating for a team to “whiteboard” new projects, to innovate and think “out of the box,” and to participate in brainstorms where “no idea is a bad idea.”
But in our fast-moving pop culture world, playing from behind is a dangerous game. And the glow of reinvention wears off quickly, especially in this pandemic-fueled economy.
6. Harley needs a new symbol – Yes, it’s about the bikes you make – the content you create. There’s no room for bad products, clunky technology, or a bad user experience. Consumers are smarter than that.
But it’s also about branding and the pop culture icons that capture our imaginations. In the ’50s, it was James Dean. In the ’60s, Fonda and Hopper in Easy Rider seized the image.
And a few years later, it was Arthur Fonzarelli – better known as “The Fonz” – who glorified Harleys and Triumphs in the hit sitcom, Happy Days, for years and years.
Set in Milwaukee, the show was a weekly mass appeal video showing America just how cool cycles truly were. (It turns out, by the way, that Henry Winkler who brilliantly played the part could barely ride a motorcycle.)
Today, there are no “influencers” or YouTube stars showing off their hogs.
I did, however, find this guy on TikTok. Maybe it’s a start:
@1juanjo5##harleydavidsonmotorcycles ##biker ##bikerlove♬ Золото – Rakurs & Ramirez Remix – KARTASHOW & Мари Краймбрери
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Everything you pointed out is spot on! Same with radio. However, you missed one, Fred. Harleys are the most expensive mass produced bikes in the market. A new Ultra Classic Touring bike is upwards of $30,000. That’s a lot of discretionary income, and puts the bikes way out of reach of many. You can buy a Honda for $9000. The appeal of the brand cannot make up for the difference in price, especially if you don’t want to be riding your “granddads” bike.
And at those prices, those Millennials could buy a Camry.
I think when you and I first met, you biked up AIA in Florida for a meeting. Thanks for checking me on this.
Then I guess you don’t understand the market. Polaris bought the Indian name to go after HD & it’s worked. Indian is the only brand growing in the last 5 years. Their bikes cost as much as HD.
As for HD needing a new face they have it. Jason Momoa is the hottest actor there is. He is a huge Harley guy. While he likes the vintage bikes more, they have put him on new bikes for different videos.
As for not keeping up with technology, they have & tried. Problem is their customer base would always reject it. Study the VRod… enigine made with help from Porsche. No one in the states wanted the bike. Said it wasn’t a Harley.
Bottom line, millennials & Gen Z aren’t interested in motorcycles. The world is changing. When you here far left politicians talk about people not owning vehicles & there will be a fleet of government owned electric cars you order to come pick you up. The old travel from state to state on a highway is going away. One day only vehicles to get goods to people will be on the highways
As someone who was a part of bringing the VROD to production, I get frustrated every single time I hear someone say this. Harley’s shot themselves in the foot with this bike and engine. First off, the bike itself was nothing more than a dragster or bar hopper very limited in the purpose it served. The raked front looked cool but made it handle terrible. The list on this goes on and on.
They should’ve and still could put a version of this engine in a touring model that could compete with the likes of the Goldwing. It should’ve made it into one of the Buell sport bikes it was originally designed for, there again the list goes on and on.
Finally, I’m still in shock at the marketing failure on their part, NO one knew of the joint venture between Porsche and Harley until it was old and underselling!
I mean if your not appealing to the traditional customer, why and the world do you wait until the model is almost dead before you advertise the Porsche involvement?
This still makes me confused many years after the fact.
A comparably-equipped (loaded) 2021 Honda Gold Wing at $35,999 (source: Cycle Trader) is more expensive than a new Harley Ultra Classic touring machine. Yes, you CAN buy a Honda for $10,000, just not one that competes directly with Harley’s touring bikes. Good touring machines cost money.
How about $75,000+ pickup trucks and large SUVs? Not keeping up with technology, ignoring fuel economy…we’re quick to judge H-D for not “changing with the times” but not GM, Ford, Ram, Toyota and Nissan, who all make giant, gas guzzling trucks…and still sell them…probably NOT to Millennials, either. It’s not possible to tow a boat or camper with an electric car or truck to tow a camper…or to tour America on two wheels that are electrified. To each his own.
A comparably-equipped (loaded) 2021 Honda Gold Wing at $35,999 (source: Cycle Trader) is more expensive than a new Harley Ultra Classic touring machine. Yes, you CAN buy a Honda for $10,000, just not one that competes directly with Harley’s touring bikes. Good touring machines cost money.
How about $75,000+ pickup trucks and large SUVs? Not keeping up with technology, ignoring fuel economy…we’re quick to judge H-D for not “changing with the times” but not GM, Ford, Ram, Toyota and Nissan, who all make giant, gas guzzling trucks…and still sell them…probably NOT to Millennials, either. It’s not possible to tow a boat or camper with an electric car or truck…or to tour America on two wheels that are electrified. To each his own.
Spot on! Comparing a Honda Goldwing to a HD Ultra Limited, they are around the same price but the Goldwing out proforms the Ultra Limited and you get more perks and reliability with the Goldwing not to mention you are not going to have to sell your first child to have the Goldwing repaired!
Just remember, everything old is new again. And once a classic always a classic!
Many of those young riders will gravitate to Harleys someday.
Let’s be realistic. Unless you know the prices you shouldn’t say anything. A ultra classic is in the same price range as a Honda gold wing… your comparing it to a Honda what?shadow? The nostalgia of owning a Harley got ruined when the started mass producing the bikes and everyone had one.
Harley Davidson problem is actually reliable machines. The twin cam was an abject failure. The new M8 already has problems. People are buying the bikes despite what you say. I ride every day all year long. I see more HD on the road than any other brand. All makes have lower sales not just Harley.
Harley killed the Buell brand which was their ticket to younger demographic. Erik Buell was an innovator and didn’t fit in at Harley. Doesn’t that sound familiar? Radio only thrives with those taking risks. Unfortunately there are few.
Really good analogy Angie. Radio has been a ‘where’s it been done before’ media for decades now. It’s stale and boring and everyone knows it and only kings subjects fawn over its beautiful clothes. If I was a millennial, I’d probably spend much less and get an e-bike. If I was really hot on getting an actual motorcycle, I’d go for a motard from Suzuki or Husky. Now those are cool. Wish I didn’t feel so breakable in my ‘old age’ or I’d be cruising out to Luckenbach in the hill country most weekends on a motard
It sounds way too familiar, Angie. Thanks for commenting.
Angie
Yes ma’am Buell was a cool bike. It promises handling, which wasn’t in the HD brochure. I’m getting a new Ducati Multistrada V4S because the salesmen at HD won’t budge a dime on the sale. I said okay. Keep the Fat Boy. 96 million dollars lost in 4th QTR alone. Yeah good sales Mr HD. In 20 more years all the baby boomers will be too freaken old to pick up a moped or dead. And HD will be over. Good!!
Wow! A true American hoping an American company fails.At 69 I remember when most people did want a harley mostly because of quality issues. Now there reliable and fast but demographics are changing. And as far as Indian goes their the new kid on the block of course their going to grow for awhile. My next new bike will be Harley after riding them now for the last 27 years they have been reliable…
You first have to have the guts and stupidity for a 25k toy…
But when you do you wish you never stopped riding that second hand Honda 20years ago…
One trip in the Smoky Mountains you will do what it takes to put one under you just like you did for the live of your life .
exactly👌
Harleys problem is trying to appeal to millennials! Not everything has to be geared towards them! Hey if they can’t afford or handle a real motorcycle then by all means stick to your prius!!
This is tough and hits home to me. I have a Harley because it’s big and clunky and makes noise. That’s what the whole experience is about. Unless you’ve risen with a piece of Milwaukee steel between your legs, it’s hard to explain.
While I don’t dismiss the points you made about their declining sales, HD is a lifestyle and mostly for people who have extra money and time to enjoy that lifestyle. People don’t buy Harleys to drive every day, they buy them to ride and take in the open road.
Like I said, this is a tough one for me…..two of my greatest loves, Harleys and radio.
When I read the Harley stories in Bloomberg and TheThings.com, I couldn’t get radio off my mind. Truly interesting they are experiencing some of the same challenges. (Hopefully, they’ll both figure it out!)
Well….. all I want to say is…. if you’ve only ridden metrics…. then you put the throb beneath your thighs…. well…. Harley is what motorcycles feel like…. oh I can’t explain it! It’s like trying to explain an orgasm to someone who’s never had the experience. I’ve tried em all and I say it doesn’t matter what you ride as long as you ride. It’s a personal preference. But when I ride my HOG , it’s a good feeling. It’s not about practical or logic. But I certainly understand why youngsters choose the more practical brands. I’m proud of the thinking generation. They’ll be changing the world for the better as I rumble off into the sunset! Wait ! Where was I heading? Oh who cares? On a Harley you just pick a direction , then maybe veer off course, maybe get lost. But that’s the adventure. And the throb .
Thankee!
Fred…great blog. So why is it so difficult for companies to understand the real-value of their brand in a consumer’s mind? Harley’s will always be ‘hogs’ and no amount of environmental, electrification will change that consumer image.
When Toyota wanted to go upscale they developed Lexus as Nissan did with Infinity, though to less success. Locally, we have a restaurant owner in town who serves the same burger at her upscale Vovina as at the lakeside-dive The Slip. Same burger. One is $22 the other $12.
Harley blew it when they wrote off the Buell brand.
As far as radio is concerned in this challenging time – I have no idea. Always easier to solve someone else’s problems than mine… 🙂
Your last sentence is the story of my life, Jackson. I find it useful and even comforting to learn lessons from other industries and brands, as this blog does pretty well. The harder part is picking, choosing, and paying forthe research, the betas, and the marketing necessary to make waves, whether it’s new delivery technology or a new format.
And there’s the perceptual piece which you mention. As Pierre Bouvard is fond of saying, “Perceptions are like glaciers – slow to form and slow to melt.” In Harley’s case, the “hog” imagery may be indelible. Hey, the company’s stock trading symbol is HOG.
Radio is no different. While the medium still has good reach, and lots of fans, the perceptions that dog the industry are real. And broadcasters are doing very little to address them and turn them around. A focus on the consumer would help, too. But the image piece is a big one.
Thanks for engaging, Jackson.
I have ridden harleys for 20 years and I currently have 10 ranging from 1945 to 2021. I believe if you want one buy one. As far as dealers not negotiating my came down almost 2k on my work from another dealers price on the same bike. This is also the first time in harley davidson history ( asof April 2021 that all 600+ dealers in the United States have met or exceeded their quota of bikes sales per month every month. So is harley dying? Not from what I see from my seat…
Thanks, Darren, for the comment. Stay save out there.
Harley perfectly encapsulates the Don Beveridge line “Good Times mask Poor Performance”.
Their dealers sold bikes because people were buying them. They have no idea how to drive desire and demand now that times have changed.
Your comparison of them to radio is an apt one and hits too close to home.
Unfortunately we need this dose of cold water.
Mike, thanks for this. Just calling them how I see them.
Great article/comparison and comments. Another similarity with radio is that HD was easy to copy, cheaply. Honda, Kawasaki, Yamaha and more had V-twin Harley-esque models that were low-slung, chrome-covered cruisers….but much cheaper than Milwaukee Iron. Sure, it wasn’t a Harley, but also 1/3 the price. Low-tech was so easy for other companies to copy. How many times have you seen successful radio stations cloned? Playlist, station voice, proven production and you’re almost there. Yes, it takes more (like a clued-in consultant on your side), but the industry had/has a significant number of copycats and lacked innovation. Harley rested on its laurels for way too long….has radio? Hope not.
Full disclosure, I somehow rationalized owning a Harley for over 20 years now….in Wisconsin (of all places)
🙂
Brad, thanks for helping me connect those dots. As we learned from the “Cult Branding” book nearly two decades ago, there’s a price to be paid for complacency, not super-serving your customers, and believing your own buillshit.
Sounds like a hit piece by anti American media trying to destroy American heritage.
I know a market harley could open up that would spark some excitement and sales
No mention of the recent product placement/sponsorship deal for the electric Harley’s in the incredibly engaging Long Way Up with Euan McGregor and his pal Charley Boorman riding up S. America, Latin America to LA and their adventures getting the bikes charged along the way. The two motorcycle enthusiasts used other brands in previous epic trips. It would be interesting to learn about the ROI from this partnership – the electric Rivian Trucks they used have been snapped up by Amazon. If you haven’t watched this series it’s quite terrific.
https://www.harley-davidson.com/us/en/current/long-way-up.html
Good day,
There’s a history of some Milwaukee companies no keeping up with the future.. And I can share your thoughts and insights on this fine, historical company.. And there was a time in Milwaukee, where your lawyers and banker’s, where correct and honest.. Sadly, greed has gotten the best of them.. Being raised in a leather and beer company family, but now living in Austria.. I need some help from some of you old timers for a referral on a honest lawyer in Milwaukee to take on a case of fraud by a very powerful Milwaukee law firm and lawyer.. And a media company to keep the pressure on the court’s.. There are some good people left in the world, so let’s work together and ride for another twenty years, contact [email protected] God bless you, Wilheim justen
Fred, very logical outline. I’ve done radio for 20 years and had a motorcycle longer. I’d like to add Indian Motorcycle to also support your comments. An established American name given a rebirth. Began with Polaris products thought to compete with HD. But they had more technology built in. Then, they introduced the Scout with a modern engine and electronics that was on par with any global brand. Then wham, the FTR hit the market. It was a leading new design as produced by the likes of Triumph or BMW. And that’s how an American company can continue to be relevant even with a heritage brand.
Thanks for this, Kevin. I am enjoying this conversation.
Can the double entendre be a coincidence? (Does HD mean the Motor Company or IBOC? Ominous either way.)
I’ll quote a guy who was talking to a gathering of folk in the financial industry, as his observation is equally relevant in these contexts: “If you don’t like change, you’re going to like irrelevance even less.”
John, a true saying no matter whether you’re producing hogs or morning shows.
They shouldn’t focus on other demographics, they should go down with the ship as what they are. It’s the right thing to do.
They have always had lighter more economic bikes. Whether it was the sportster, sport, or even some of the dynas. Theyve always had bikes to fit everyone so I dont know where that idea came from. Hell, even a 2020 softail can be bought new for under 15k
Honda had the perfect platform with the Honda VT-1100-C back in the early 2000’s. I know , I had one . Was basically a knockoff of the Harley Super Glide. If they had built it with Belt Drive instead of shaft drive and the engine had been a Single Pin Crank ( that’s what gives the Harley it’s sweet sound) and a 6 speed transmission I would still be riding a Honda instead of my Harley. They were a comfortable riding bike and had a beautiful graceful look.
My husband and I have owned 3 Harleys that we bought brand new. They are very expensive bikes, so as a consumer you expect if you have issues with their product for them to stand behind it. Especially if your a loyal customer like us. I had a Sportster 1200 Nightster that I had many mechanical issues with and Harley Davidson refused to make it right. I even reached out to the corporate offices in Milwaukee to no avail. I was very upset over the way they treated their loyal customers and swore it was the last Harley I would ever buy.
Today I ride a Triumph Bonneville and could not be happier with the price I paid for it, the advanced technology of it and the excellent customer service I receive EVERY time I take my bike in for regular service.
Harley is loosing customers because their customer service sucks and their bikes are lacking in technology.
The Sportster 1200 was a fun bike, just needed a 6th gear and a little more power. The StreetBob while being better than the Sportster in every way just doesn’t look as good as my Forty-Eight did and makes me miss it because of that. When I buy a sport bike it’s about the performance, when I buy a Harley it’s about a look and feel that I customize. Harley parts are through the roof and Harley is a stickler about their warranty. I think they should make a low cost StreetBob that’s incredibly modular and see what consumers do with it. When I see Wild Hog baby boomers revving up their bike at stoplights it makes me want to sell my bike lol
As a younger (26) Harley rider / owner, I’m telling you trying to convince the buds to commit to Harley is the hardest thing I’ve had to do. I have owned Honda and Indian and finally settled on my forever bike, a 2012 FLTRU. I give credit to the new CEO for his turnaround in Puma, but that’s just the thing, the “shoe” department. How does he appeal a younger generation like my peers? Give the young ones a chance in marketing / advertisements for Harley and they will know what is looked for in today’s millennial motorcycle market. The target demographic can’t be addressed if Harley is STILL ran by the same age of the current average owner of a Harley. I talk about this all the time at work with an age group between 20-35, and they would only buy a Harley with certain adjustments.
Cheers!
Y’all might want to wait till the body is cold before you bury it ? Just in case. I’ve been riding motorcycles for 53 years, and all kinds of street bikes since I was 12. I’ve probably owned one of everything. I bought my first Harley in 1985, and have owned one ever since, even though I have tried other brands during these last 36 years. Ducati, Honda, Kawasaki and Suzukis, but I always get rid of them for one reason or another. I keep buying Harleys though. Why ? Well, they have soul for one thing. Quality for another. Are they expensive ?!? Ya. But they hold their value better than the other brands do, so in the long run, maybe not as expensive as you think. American made will always cost more. So I am going to be 60 this year and just bought what will probably be my last bike, a 2020 Road Glide Special in scorched orange. If I keep it 10 years I doubt I’ll be in any condition to buy another at 70, right ? I bought a “Special” as opposed to a full boat touring model because I don’t do the 2,000 mile rides anymore. My friends don’t either. If we are going to Sturgis or Daytona we trailer most of the way there. Didn’t used to be the case, but I’m too old for 10 days in the saddle and a party in between. Harley accommodates though, their specials have been their most popular bikes ever. What everyone is quick to point out though, is that I am no longer Harley’s future, and if they are to even have a future they have to appeal to my kids and grand kids. What no one can agree on is how to do that. Harley has some ideas. Maybe good, maybe bad. LiveWire doesn’t seem to be too popular. Is it that electric isn’t the future that everyone thinks it is, or just that Harley’s version of it is a dud ? Big anticipation for the release next week of the new adventure bike Pan America. Big market segment, but all will depend on it being able to dethrone the King, the BWM R1250GS. I owned one last year. Wasn’t too impressed, but it was a big step up from the original BMW 1100 that I also owned. So, if you’ve stayed with me this long, let me tell you where Harley should be focusing. Performance Baggers. Super hot market segment right now, and appealing to the generation behind me. Start with a real suspension by Fox or Ohlins, add serious brakes, strip all the crap off the bike and add a real engine. We can build them now with a 50% increase in horsepower and torque over the factory stock engines, and keep the reliability for everyday riding. This can’t be news to Harley. I know they keep their finger on the pulse of the current trends, but I am afraid they are too big, too slow, and maybe think they know more than everyone else to react in time. Motorcycling isn’t dying, and Harley doesn’t have to either. Give the up and coming generation what they really want and you’ll start seeing those HD tattoos on arms again.
I’ll be direct….. there’s nothing cool to young people about a product that is is most popular among older white male trump supporters who look like they spent 3 hours getting “dressed” to ride in ridiculous costumes. Loud bikes are now seen as a nuisance. Moto GP is where the hot women are, so that’s where the young men are. Reading many of these comments from old Harley admirers is the worst sales pitch I’ve ever seen for the company. If my morning show was associated mostly with this demographic I’d be looking for another career. I know this is harsh. IMO clinging to the old entitled white guy persona is the kiss of death for your business. The morning show I host is #1, the number of online listeners has doubled each year for the last 4 years and I’m openly hostile to these old self righteous dudes. The world is shoving them aside daily (trump, Dobbs, Cruz, oreilly etc.) because they’re bad for business. I ride a super fast Honda ST1100. I love the Harley story, and I’m glad Reagan saved them with tariffs on Japanese bikes. I’m 56, drive an electric car, play golf and hockey and guitar, and I have no interest in being perceived as an old white guy. I won’t buy a Harley because I want to feel young not old. I’ll not listen to radio that makes me feel old either. Listen on the WLPO app 5:30-10 am
It’s become pretty popular to bash Harley and claim that only aging boomers are interested in them. However that’s not the case at the grassroots level. I ride with plenty of people in their 20s and 30s were spending the money to buy new Road Glides, and performance baggers are the latest craze amongst motorcyclists. A performance bagger is generally a Harley Davidson touring bike that’s had bags of cash thrown at it so that it can wheelie and do burnouts all day long. Even a cursory look at YouTube will present hundreds or thousands a videos of young people screaming around on Harley-Davidsons, or people like Adam Sandoval who has crossed the US over a dozen times strictly on Harley-Davidsons. Sure their sales are sliding, but then so are sales of most luxury products these days. For people who are actually involved in motorcycle culture, Harley is actually making a comeback in popularity. Not because of anything Harley is doing, but because they’ve been adopted by young people who want to go back and do things old school, as the saying goes. And for anyone who uses social media, this should be quite apparent. Search #harley on Instagram and see how many hits you get.
Harley……to much problems…..know to many guys having one…45000km you’re in shop rebuilding engine..
Yes they are legend…remember legend but you want to sit and ride not thinking about repairs.
Maybe price for repair of other bikes is high…but how many times you see those bikes broken on side off road comparing to HD.
Having Kawasaki Volcan for 11 years…50000km no repairs. Running like charm and keep with all friends with HD with no issues.
When HD will start making liquid cool engine?
Think that would be first step to improve
Just bought a sportster iron 883, had to buy new seat $400+ front controls $1000 just to safely ride a Mc that has 50 horsepower, it is unnecessarily low and heavy at 565lbs, the rear shocks suck and must be replaced, the Mc drinks gas like a drunken sailor, on highway with 65mph speed limit cars do 75 or 80mph merrily passing you, the Mc can keep up but vibrates so much at 80mph you want off, I figure I get a bit less than 40mpg, and it drinks high test, in traffic Mc is nightmare bc Mc is so heavy you must downshift and use engine braking, speaking of brakes the front and rear 2 piston caliper does not inspire confidence, I could have bought a liquid cooled Honda rebel 1.100cc for less and just rode, the Mc in 4th gear (it is sorely lacking a 6th gear) at 45mph is extremely agile on back roads with no traffic, can’t see out the mirrors, get the point? A 100mile ride leaves me bedridden the next day due to the excessive vibrations, the fuel light is always on bc tank is 3.3gal, but the Mc looks cool, would I buy it again? No way and that is Harleys problem and why there a dieing brand, I could have bought a bigger more sophisticated Mc from any of the big 3 jap manufacturers for less mony and would have been comfortable and saved thousands, with Harleys your buying a name and girls luv em to bad Mc is to small to have a passenger, so yea bike looks and sounds cool but I’m not going to apologize for its many many shortcomings.
As a 65 year old ,l think you need to watch the Unknown guys wheelie u tube channel. These guys have a huge following and promote younger riders . The old guys are going to continue to be loyal,and loyalty is pretty damn good.
Just try and rent a Harley Davidson. Last time I checked, $300 a DAY. sorry. With prices like that, most people will probably leave the dealers with only a tee shirt. If that….
Wow. That IS a hefty fee.