For some time now, Harley-Davidson has been trying to fight the stereotyped image of its customer base as being predominantly older, Caucasian males. Harley-Davidson‘s Stereotypical Harley campaign became a big part of the company’s advertising efforts in 2012, featuring real Harley-Davidson owners and showcasing the large diversity of its riders.
Fighting against preconceptions can be difficult but Harley-Davidson has some numbers to prove its motorcycles are popular with other demographics including young adults, women and minorities. Citing data from automotive industry research group Polk, Harley-Davidson says it was the market leader in the U.S. in 2012 for adults ages 18-34, women, African-Americans and Hispanics. And these are more than just a blip; they represent a continuing trend, going on for five consecutive years.
According to Polk, Harley-Davidson sold nearly twice as many street motorcycles to adults ages 18-34 than its nearest competitor in 2012. Harley-Davidson was also the most popular brand for American women, selling more street bikes to female customers than all other brands combined. The report also says nearly half of all street bikes sold to either African-Americans or Hispanics were Harleys. Continue Reading »