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Harley sales down

trublupsu94

trublupsu94

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Apr 15, 2016
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Saw this article today. http://www.reuters.com/article/us-harley-davidson-results-idUSKBN1A3126

I can see this on the road everyday. Far fewer young people riding motorcycles. I am of the Gen X group and we are about the last of the folks riding in any kind of numbers. When I go to rally's, I am one of the younger folks in the crowd and I am 46. Sad times. I have two motorcycles, my street glide special and a Ninja 1000. Love them both and expect to see far fewer people to wave to as I ride.

The article also talks about the boomers are selling their bikes off and that is impacting new motorcycle sales. That's exactly how I got my SGS. Bought it with 1400 miles on it and it was 2 years old. Guy was retiring and building a house in the mountains of TN. Didn't want the bike anymore.

Oh well...
 
I luckily haven't noticed it around me. Lots of young guys riding bikes. I will agree that the majority of people I see riding are older. I got my wife hooked on riding and hopefully soon I'll have the money to pick her up a bike so we can enjoy riding more


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I'm 24. Have a group of 6 to 10 guys my ageish who all ride together. But I have noticed there are not many people my age who ride. Not necessarily around me, but people I know, who ride.

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I'm not surprised. Several dynamics are converging:
Aging, dwindling traditional market customers.
No real "Youth" oriented products that attract younger buyers.
Motorcycle fatalities are increasing which has a negative impact on demand.
Motorcycles are expensive and more difficult to purchase and insure.
The "Harley Lifestyle" Marketing approach is getting old.
 
Younger kids nowadays would rather sit on a couch and play video games, than actually get out and experience real life. Most don't have much drive. They're living with parents still, and don't even care about a drivers license for a car, much less being able to ride an expensive Harley.

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I saw this article as well. I'm 27 and typically I'm the youngest person I see riding. I've tried to get some of my friends on bikes but most are finishing college with debt and trying to get a job or start a family and don't want to invest in a bike. I had quite a few friends I rode with while I was in the Army but that's a little different considering everyone had almost no bills and a good income.
 
No doubt about it. Owning and maintaining a Harley-Davidson motorcycle is an expensive proposition. Add in the cost of insurance, a few custom parts for the bike, riding gear, and the occasional purchase of genuine HD motor clothes if one is inclined, and the cost to play becomes prohibitive for younger folks who are paying on college loans, buying a home, car loans, life insurance policies, saving money for the future, and starting a family. Not to mention a younger persons time freedoms are limited in that obligations of job, family, children, and community limit free time. If a summer vacation is planned you can bet these young folks and families are loading up the $50k gas guzzling SUV and heading out together instead of buying a motorcycle and and leaving the family at home.
As part of the older core of HD enthusiasts we are secure in job or retirement, our financial future is more clear to us, kids are out of the nest, and we are fortunate to have more time to persue our passions.
I am noticing a developing trend not only affecting Harley-Davidson but also in the Hot Rod world. Go to any car show or Rod Run and it's us same old guys who own the street rods, muscle cars, and Vettes. Heck, even golf courses are taking a hit with some going out of business for exactly the same reasons.
Like it or not folks, The times they are a changing!
 
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It's like that out here as well. I don't see many people under 40 riding HD bikes. I think it's two pronged; discretionary income and marketing. I see a lot of folks riding other brands and older bikes that cost significantly less. Hell, I remember going to my first HOG meeting and everyone was at least 15 years older than me and I was 34 at the time. It does discourage the younger crowd from jumping in the mix.
 
Harley sales down

I think bikes are getting too expensive. I bought my old RG in 2009 for 18,000. Now the same bike is going for about 24,000. Even the Honda and German bikes are too pricey. If I ever stop riding, it'll be because they priced the bikes too high


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BillyBob said:
I think bikes are getting too expensive. I bought my old RG in 2009 for 18,000. Now the same bike is going for about 24,000. Even the Honda and German bikes are too pricey. If I ever stop riding, it'll be because they priced the bikes too high

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Click to expand...

And because of the upward spiral on prices / Repairs- The insurance has skyrocketed!
 
Yea but comparatively, bikes haven't increased much more than cars. It's hard to find a new car nowadays for less than 40 grand if you want options on it. I remember when I bought my 2001 Ford Escape for 18k and it had basically every option offered


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I for one will never buy another Harley again!
Well, at least till my 2017 FLHX gets paid off...
 

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Harley offers 9 bikes with a MSRP under $12k. These bikes don't hold their resale value as well as the touring bikes so it's not hard to find used bikes that are affordable for someone in their 20's. I feel that HD marketing and product selection have missed the mark with younger bikers. During the Buell years HD learned a lot about who buys sports bikes but left it to Buell to market to the younger demographic. Now HD is discontinuing the VRod. So what's next, does Harley have a surprise sport bike to unveil in 2018? I hope so.
 
tcuzz said:
Harley offers 9 bikes with a MSRP under $12k. These bikes don't hold their resale value as well as the touring bikes so it's not hard to find used bikes that are affordable for someone in their 20's. I feel that HD marketing and product selection have missed the mark with younger bikers. During the Buell years HD learned a lot about who buys sports bikes but left it to Buell to market to the younger demographic. Now HD is discontinuing the VRod. So what's next, does Harley have a surprise sport bike to unveil in 2018? I hope so.
Click to expand...

GOOD POST! They definitely need to look at the demographics and get back on track.
 
MisterB said:
Younger kids nowadays would rather sit on a couch and play video games, than actually get out and experience real life. Most don't have much drive. They're living with parents still, and don't even care about a drivers license for a car, much less being able to ride an expensive Harley.

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Click to expand...
I bought my son a dirtbike 2 years ago and I think he has ridden 4 times, hell he's almost out grown it. He rather play xbox. Sad!!
 
It's interesting to see that most are witnessing the same things in the millennial generation either through their only children or otherwise. I have a son 34 yr. old born on the very front end of the generation. Even though I have always had motorcycles, sporty cars, and aftermarket goodies for all, he has never shown any interest in that kind of stuff. It's not for a lack of trying, just wasn't in the cards for him. Wanted a 4 door at 16!!! He now has a wife and a couple kids, the SUV and your typical family sedan. Still very, very proud of him.

Now my 26 yr. old Daughter is another story. Won't drive and hasn't driven a car without at least custom wheels and loves to ride the scooter with dad, still to this day whenever shes over. Absolutely loves the SGS stereo!

Technology unfortunately rules the day with most of this group.

For those of us over the age of 55 may have bought the last new motorcycle we'll ever buy. The brand loyalty once experienced by HD will continue to wane regardless of the next new thing. It's not just HD but other entities that have always catered to, and counted on the Boomer's and Gen Xer's to indulge. Something strange to think about is the Xer's are now in their 50's.

As many others have said in the thread, their priorities, wants and likes in life are vastly different than those before them.
 
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I may not be as good as I once was...nor is my ride.
We both have a few years on us...
But there was a time,
Back in my prime,
When I could really lay it down
but I think I have one more in my future....
heck, I'm always up for a rodeo...
And.....maybe the lack of interest will drive the prices down.
 
Harley sales down

I have a 2014 SGS at 46 years old. Also a 2014 Ninja 1000. Given the low miles and my driving preferences changing, I think these will be my last bikes too. Both have low miles and I am so busy with other things I only put 1000 a year on each one. I'm an X'er and we were a lot like the boomers. Not exact but close. I could always relate to the boomers and even as a kid was very interested in their thoughts, ideas, and wisdom. But the millennials don't have the same appreciation. And I realize I am generalizing. Always exceptions. But it feels like at times the X'ers were the last generation for some things we would call 'all american'. They have a much better work like balance than my gen has. And that also is frustrating. Sometimes I call it lack of work ethic. Reality is, they do something I wish I could. But when work needs to get done, I don't waiver. Times are quickly changing.

I do have a 10 year old who loves to ride with her daddy though. She is all about the SGS and so there is still hope.


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