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Harley Rider Demographics

Posted by Anonymous on 50 Points
looking for the demographic make up of Harley Davidson owners.

  • Posted by MONMARK GROUP on Accepted
    Global Customer Focus
    Harley-Davidson has a strategy in place to expand our global presence and reach new demographics in the U.S. and in international markets. Currently, a majority of our customers reside in the U.S.; however, international retail sales have been growing as a percent of total sales. In fact, we believe that by 2014 over 40% of our retail sales will occur outside the U.S.

    Harley-Davidson is currently executing a multi-generational and multi-cultural marketing strategy in the U.S. The success of this strategy is measured by internally monitoring market shares within targeted customer segments of Core (Caucasian men 35+), young adults (men and women 18-34), women (Caucasian women 35+) and diverse men and women (African-American and Hispanic 35+).

    Motorcycle registration results show Harley-Davidson is the segment leader in U.S. on-road motorcycle registrations, both in terms of heavyweight (651cc+) registrations and all displacement (all cc) registrations, across our targeted demographic customer definitions including:

    •Core Customers
    •Young Adults
    •Women
    •Diverse Customers

    New Motorcycle U.S. Market Share & Demographics
    Harley-Davidson is the market leader among Young Adults (men and women 18-34) in the U.S. on-road 651cc+ motorcycle market. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010.

    U.S. Young Adult Customer facts:

    •- Harley-Davidson sells more motorcycles to young adults 18-34 Harley- Davidson captured the all displacement (all cc) market leader position with the young adult 18-34 segment in 2008, and expanded this leadership position in both 2009 and 2010. All displacement motorcycles include on-road performance, touring, custom and standard motorcycles of all engine sizes. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010.


    •Harley-Davidson is relevant to new generations
    In 2010, Harley-Davidson sold more new motorcycles to today’s Millennial generation young adults in the U.S. than it did when the Baby Boomers generation (today’s “Core Customers”) was 18-34 (1988). Based on internal Company demographics and/or studies.


    *Dark Custom™ Motorcycles resonate with young adults
    Purchasers of new Harley-Davidson Dark Custom™ motorcycles contain a higher percentage of young adult men and women age 18-34 than any Harley-Davidson family of motorcycles. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010.

    New Motorcycle U.S. Market Share & Demographics
    Harley-Davidson is the market leader among women (Caucasian women 35+) in the U.S. on-road 651cc+ motorcycle market. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010.

    African-Americans
    New Motorcycle U.S. Market Share & Demographics
    Harley-Davidson is the market leader among African-American men and women 35+ in the U.S. on-road 651cc+ motorcycle market. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010.

    Hispanics
    New Motorcycle U.S. Market Share & Demographics
    Harley-Davidson is the market leader among Hispanic men and women 35+ in the U.S. on-road 651cc+ motorcycle market. Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2010
  • Posted by Gary Bloomer on Accepted
    As well as Randall's excellent advice above, try this:

    http://www.google.com/#hl=en&sugexp=ldymls&xhr=t&q=harley+david...
  • Posted by carrie77 on Moderator
    Hi Everyone,

    I am closing this question since there has been no activity in 10 days.

    Thanks for participating!
    Carrie (Production Editor)

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