10.

0 Conclusion
The era of middle-aged baby boomers living out their youth fantasies by riding HarleyDavidson motorcycles appears to be drawing to a close. The iconic motorcycle manufacturer,
which has been around for more than a century and found its footing as a supplier to the US
military during the World Wars, has been a terrific investment since 1986. In many ways, the
Harley is one of the ultimate symbols of the baby boomer generation and of the midlife crisis.
But now, demographic shifts could lead to a secular decline in motorcycle ownership, which
poses a challenge for the company. Harley-Davidson, arguing that a combination of aging
among baby boomers and less desire in younger generations to buy motorcycles could
present a risk to future sales. Despite making relatively expensive bikes, Harley is the
dominant player in the US motorcycle industry, with about a 36% share of the overall market
and more than a 50% share in the heavyweight (601+ cc) market. But the demographics look
stacked against the company, going forward, 65% of the companys revenue came from white
men aged over 35 last year. While those customers are extremely loyal. 80% of them signaled
an intent to buy another Harley in the future, they are also shrinking much faster than the rest
of the population.
Overall, motorcycle owners like baby boomers are getting older.
The boomer generations population is expected to decline by as much as 20% by 2030.
Older boomers are going to be less likely to afford motorbikes, let alone ride them. There are
fewer Generation X Americans than boomers, and all younger generations are more
financially challenged, so even if they were to consider buying a motorcycle, it might be a
cheaper model from one of Harley Davidsons competitors. The company has an outreach
and advertising program, seeking to appeal to younger, non-white, female, and urban
consumers. There are plenty of young adults out there with gas and oil in their veins,
Michael Lowney, the companys outreach director (Quartz, 2014), says on the brands
website. We set out to completely change their perception of Harley-Davidson, while still
delivering everything they expect from the brand.

11.0 Recommendation

Harley Davidson targeting audience are the baby boomers. Baby boomers can be a major
drawback because they are getting old and weak, they probably abandon their bikes because
they feel car is safer than bikes. Baby boomers also feels thats they dont have a proper
bikers clubs. Harley Davidson also should encourage baby boomers to conduct various
programs such as roadshow and convoy from place to place to gain public interest. This can
gain the interest of youngster, even some baby boomers can educate other the skills of riding
Harley Davidson bikers. Harley Davidson also can widen the target audience by changing the
motorbike design which suits other generation and also add up some modern technology
which equivalent to their competitor. Harley also can build limited edition bikes for baby
boomers and youngster to attract them to own one.
Harley Davidson also must give affordable promotion to increase the sales of their bikes, so
that middle class incomer also can buy their products. Harley also can do brand
advertisement by using a celebrity as brand ambassador, so that the target market can be
widen based on fan based. They could also sponsor bikes for the movie which can be a
publicity for the brand. For example, The Avenger Movie, Captain America will be using the
bike, so this can gain the interest of buying such bikes. (Lisa Granatstein, 2105)
Harley Davidson also need widen their target audience to females because, nowadays buying
power equals to females. They can also use such bikes for their work or other purpose. For
example, Dirt bikes for hiking sand mountain.

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