Harley-Davidson has seen declining sales growth while competitors have grown. Their average customer age has increased. To boost sales, they should target women ages 30-49. This demographic has doubled in motorcycle ownership in the past decade. Targeting working women and mothers could appeal to their lifestyle marketing strengths and capture a new customer base seeking a guilty pleasure. This could provide Harley-Davidson with needed sales growth.

1. By: Taylor Mullins
ADV 450 Presentation
HARLEY-DAVIDSON
CASE STUDY

2. PROBLEMS FACING HARLEY-DAVIDSON
• For years, Harley-Davidson has been a leader in motorcycle sales.
However, in the most recent decade, Harley has seen a decline in
sales growth while competitors have seen the opposite.
• The age of the average Harley user has steadily increased
• To avoid complacency, a change needs to be made in the way
Harley advertises and to whom

3. HARLEY-DAVIDSON GROWTH

4. FOOD FOR THOUGHT…
• The number of female
motorcycle owners has doubled
in the past decade.
• Harley-Davidson has a history of
selling lifestyles, not just
products.
• The average age of Harley riders
has increased from 38 to 46 in
recent years.
• Harley-Davidson is ultimately
looking for sales GROWTH

5. WHAT DOES IT MEAN?

7. ALTERNATIVE #1
• Women
• 30-49 years old
• Market the product as a great
“guilty pleasure” for the average
working woman, mom,
housewife, etc.
• Capitalizes on a foundation that
Harley has already laid by
selling lifestyle, not just product.

8. ALTERNATIVE #2
• Women
• Growth markets where the
Recreational Vehicle Lifestyle Index
is high, but the % of motorcycle
commuters and owners is low.
• Market the products to fit
seamlessly into an already
accepted lifestyle
• Ideal for growth in markets where
the tendency for motorcycle lifestyle
is above average, however
ownership is low

9. IDEAL TARGET
• Females
• Age 30-49
• Keeping all other current demographics of Harley-Davidson
• Average income: $78,000
• Married
• At least 1 child
• High school education, majority college as well

10. THE RESULT…
While Harley-Davidson has proved to be a
successful brand in the past, the purchasing habits
and lifestyles in the United States are changing. By
targeting a female audience that is 30 to 49 years
old, Harley-Davidson will encompass women in
several different stages of life. From young moms
to corporate working women, Harley-Davidson can
provide a much needed escape for this new target.