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By Bud Wilkinson of RIDE-CT.com
With Baby Boomers aging and even giving up riding, Harley-Davidson needs replacements, and new data from the research firm R.L. Polk & Co. reveals that for the fifth straight year Harley is the top seller of street motorcycles to U.S. adults between the ages of 18 and 34.
In 2012, the company sold twice as many bikes to riders in that demo than its nearest competitor. Harley also ranked No. 1 in street sales to women, and sold nearly half of all bikes sold to African-Americans and Hispanics in the U.S.
(Photo courtesy of Harley-Davidson)
Harley-Davidson Chief Marketing Officer Mark-Hans Richer attributes the company’s success to its unique purpose. “We don’t just build motorcycles. We fuel personal freedom,” said Richer. “The desire for individual expression draws customers from all walks of life because it’s a universal, human value that transcends cultures, generations and history.”
What the study didn’t reveal is what percentage of total Harley sales the 18-to-34 demo represented. Riders who are old and fat and balding may still represent the bulk of Harley’s customer base. It would be helpful to know how quickly they’re being replaced by younger riders.
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AMA Pro Flat Track Racer Johnny Lewis shows off his skills riding a Triumph Scrambler through the Wiggins Tree Farm in West Chester, PA in a new video:
