United States

Harley-Davidson’s core customers think they’re too old to ride bikes

Being an “Easy Rider” isn’t so easy for Harley-Davidson’s core customer anymore. Indeed, when asked why they would not buy such a vehicle, 13 percent of the 55-plus crowd said “people my age do not ride motorcycles.” UBS analyst Robin Farley, in a research report released Friday, predicted this sense of being too old will increase “as Harley’s average buyer age moves further into their 50s.” This means fewer and fewer Harley customers — manufacturer of half the heavyweight bikes sold in the US — will continue to buy a hog. For those over 55, biking as “a hobby” and biking because “motorcycles are cool” were identified as the primary drivers of bike purchases. But for the 21-to-24 set, the top reason was ...