For years, the typical rider sitting astride some Harley-Davidson (NYSE:HOG) iron was an affluent middle-aged white male, buying the motorcycle manufacturer’s touring and cruiser bikes. That rider is still the key to the motorcycle manufacturer’s success, as those big bikes give Harley a fat profit, but there’s a new rider today — young, urban, even female — that’s proving to be more important to the bike maker, and though Harley has had success marketing to this demographic, it risks having the competition steal them away.
Still the king of the road
Harley-Davidson still owns the big bike market. Across all demographics, whether it’s the core 35-and-older, white male demographic, or what it bills as its new outreach customer, Harley has a dominating hold on market share.
Overall, it owns half of the market for motorcycles 601 cubic centimeters and above, but it has a better than 55% share of the core customer demographic while its nearest competitor has slightly more than a 6% share. And when you break down the components of its outreach customer, it looks like it has little to fear there as well.
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