The premiere of the 2024 movie The Bikeriders represents yet another example of motorcycle culture entering the cinematic mainstream. From The Wild One (1953) to Easy Rider (1969) to Pulp Fiction (1994) to Captain America: The First Avenger (2011), Harley-Davidson has played a prominent role, establishing the main characters’ bona fides as cool, hip outsiders who live on the edge. These images have worked on film because America’s most well-known, high-end motorcycle brand has long embraced its consistent, well-established counterculture reputation. 

The storied brand rose to prominence first in the freedom of the post–World War II era. The ideal—wind in riders’ hair, leather jackets protecting their torsos, the freedom of the road—have enabled the brand to remain synonymous with an adventurous lifestyle, even if the people riding its bikes look more like grandparents than rebels. 

That is, Harley-Davidson’s consumer market consists primarily of older customers; the most significant portion of its customer base is between the ages of 45 and 65 years. Its relatively higher price point might drive away younger customers, and the traditional image that the brand continues to embrace might discourage new riders from adding the brand to their consideration set. Such a strategy raises clear concerns for the long run. Without a sufficiently developed market of younger consumers, Harley-Davidson could age itself out of existence, losing most or all of its market share once its current brand-loyal customers stop riding.

In response, the company has begun offering more products that might appeal to younger consumers. A notable focus on customization and sustainable options reflects its efforts to resonate with generational consumer cohorts that value individuality and eco-friendly features. The bikes nowadays are sleeker and more fuel-efficient; its Livewire line offers electric versions of its most famous makes. 

Furthermore, the brand has begun using social media platforms to engage younger audiences, sharing content from real customers and highlighting their personal stories. Younger celebrities have been photographed and promoted riding Harley-Davidson bikes or wearing its merchandise, from the actor Tom Hardy (who also stars in The Bikeriders) to the influencer Hailey Bieber (who does not).

Competing brands have been targeting younger populations too, employing many of the same or at least similar strategies. But Harley-Davidson’s history has always set it apart. Its remarkable and distinctive brand identity is strong enough to have made it a household name. The company’s profits reflect this strength, such that sales of Harley’s newer models, including the Sportster and the Street, have exhibited recent growth, including among younger buyers.

Overall sales are determined by market performance. The company’s long-term success will depend on continued efforts to attract younger rides and expand its global presence. Experts caution that ongoing innovation and market segmentation must continue to play key roles in Harley-Davidson’s strategy moving forward.

Discussion Questions

1. Are younger consumers likely to respond to Harley-Davidson’s new marketing strategies and products? Why or why not?
2. What are some factors that might have contributed to its recent sales growth?
3. Would you recommend revising or redesigning Harley-Davidson’s traditional brand image, to appeal more to today’s younger consumers?

Sources: John Keilman, “Harley Will Ride or Die with the Graybeards,” The Wall Street Journal, July 12, 2024;  Daniel Beulah, “Harley-Davidson Overcomes the Baby Boomer Cliff by Creating a New Customer Base,” MarketingSherpa Blog, May 15, 2015; Keegan Edwards, “Harley Davidson’s Target Market: A Deep Dive into Their Customer Base,” keeganedwards.com, May 23, 2024; OpenAI ChatGPT, “Assistance with Research on Harley Davidson’s Marketing Strategies,” ChatGPT, July 25, 2024; “The Winning Marketing Strategy of Harley Davidson,” Osum Blog, January 18, 2023.