Say the name "Harley Davidson" and a specific image comes up as to what kind of person might own/ride the iconic motorcycle. As Karen Weimer of Spokane, WA observes in her article "Motorcycle Stereotypes," many imagine a Harley owner as "tattooed, hard partying, and living on the edge of the law." And, most likely, male.
Harley is attempting to bust that stereotype this year with some moves that are targeting women. Due in part to the weak economy and a declining market share, Harley has made women riders a priority.
Bloomberg Business Week reports:
Harley...has increased female-targeted marketing this year to attract more would-be riders....In July it introduced the $8,000 SuperLow, designed to appeal to women and first-time riders. The SuperLow has the lowest seat in Harley's 32-bike lineup, making it easier to ride, and it's 150 pounds lighter than a typical Harley.
A bike more suited to women is something Harley customers have long been asking for. Chief Executive Officer Keith Wandell saw that firsthand at a riders event in Orlando on his first day on the job in May 2009. "Ten questions were asked and nine of them were from women, and all of them were really asking the same thing: When are you going to design a bike that's more suitable for women riders?" Wandell recalls.
The company certainly needs additional sources of growth. New motorcycle registrations have fallen 41 percent since 2007 overall and 36 percent for Harley....
Women riders now represent about 12 percent of Harley sales compared with 2 percent in 1995. The brand also has a 53 percentage-point market-share lead among female riders...the company says, citing researcher R.L. Polk's data.
Not quite ready to be a H.O.G. member? Start smaller. Consider "The Open Road from 'Behind the Scooter.'"
Photo © Vittorio Zunino Celotto/Getty Images
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Comments
Perhaps, HD will learn a lot from the women because their current stock of motorcycles are old technology, chrome crap (all show and no go), and based on unchanging male attitudes of what is tough and cool. Ugh!
Push rod engines and stretched out legs are so old school it’s sad. The only HD approaching ‘modern’ is the liquid cooled v-rod. I really enjoy sitting at a stoplight in heavy traffic burning the hair off my inner legs with the air-cooled engines of all other HD’s. But the stretched out leg riding on a bike which is 150 lbs overweight and offering only a five speed can’t be taken serious in the motorcycle world. Instead of worrying about threats to move plants, HD should build better bikes at a lower price bracket.
If it takes the women to get this across to HD, so be it. Otherwise, only women with hairy chests and big balls will ever ride Harleys. Ugh! I can’t stand the current pompous idiots who buy HD’s to look cool and be accepted or feared. And, they never wave/acknowledge other riders. It’s like a club of low intelligent rednecks!
Was a HD rider, but discovered the handling and power of offshore manufacturers plus better looks which led me to a higher level of riding pleasures at an affordable price. Oh yeah, I still stop at the odd coffee stop to see the Harley people all standing around admiring each other’s chrome and/or paint before they ride home after their Sunday ‘cool’ ride, huh.
HD has become a joke, IMO. Go ladies, lead them out of their littles boxes and into modern thinking.
This is in reply to Michael’s comment, even though I can’t believe I am wasting time bothering to do it.
I have been riding H-D’s since the 70’s, just like I have been driving Fords. No matter, being from Michigan, I have always supported American nameplates. Michigan is now close to a ghost town because of the influx of Asian vehicles.
I am happy you like thow-away crap. I am happy there are so many organ donors now on the road – cause the medical community sure needs extra parts.
When you ride your rice, you ride no history. You show no support, and we never wave to you cause we are too pre-occupied with laughing at your bent-over, go-fast stance.
Fly your Jap flag high.
When your hungry – eat your Honda.