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Harley-Davidson needs to rev up Millennials about motorcycles
Harley-Davidson and other motorcycle makers are trying to find a way to throttle up sales this year,
but the road is rutted with obstacles.
Harley is scheduled to release its fourth-quarter 2017 financial results Jan. 30, closing out what was a
difficult 12 months for the Milwaukee-based company.
Harley and other makers of cruiser and touring motorcycles have seen their sales remain flat or fall as
the economy has slipped in some states and interest in motorcycling, overall, hasn’t been as strong.
The world’s largest manufacturer of heavyweight bikes saw a 40% drop in its third-quarter 2017 profit,
to $68.2 million from $114.1 million in the same period a year earlier.
In the U.S., Harley and other motorcycle manufacturers are caught between two customer
demographic trends: Millennials who aren’t widely embracing the motorcycling lifestyle and Boomers
who think they are getting too old to keep riding. They’ve also seen sales decline in some states,
including Texas.
“The motorcycle market has been soft,” said analyst Craig Kennison with Milwaukee-based Robert W.
Baird & Co.