The Personal Blog Of
Boston Motorcycle Lawyer

Age of Harley Riders Increasing
April 9, 2010

There was a time when Harley Davidson was the motorcycle that young men (and a few women) flocked to as the ultimate symbol of reckless youth. As service men from World War II returned to the U.S. from around the global, owning a Harley told the world that “I am a badass.”

During the late 1940s through the 1970s, Harley attracted buyers in their mid twenties to mid 40s. This was their primary demographic because these were the people who were most familiar with motorcycles. Motorcycles were used heavily in the WW II in the European campaign and became part of the post war American culture that spawned the modern motorcycle lifestyle.

So, what happened? Why is Harley now considered the old man’s motorcycle?

Looking at Harley’s most recent age studies, the median age of Harley buyers in around 47 years old.  In the 1940s, 47 would be the age of the parents of the young men returning home from World War II.

Here are a few reasons why Harley’s has not been able to keep its edge over the competition to capture younger buyers.

• Cost: As Harley matured into a status symbol and away from a rebel symbol, Harleys became more appealing to older buyers trying to make a statement to their friends and neighbors. As a premium vehicle among motorcycles, Harley limited production of most of its models so that the price for their motorcycles would be at a higher level.
• Speed: With the growth of motorcycle racing in the late 1940s forward, younger bikers wanted bikes that could go faster. As a result, the café racing bike became increasingly popular among younger bikers.
• Choice: Increasing numbers of motorcycle manufactures joined the industry creating a wide array of bikes. From the 1960s forward, the US motorcycle market was flooded with motorcycles from Honda and other Japanese manufacturers.
• Stigma: Harley riding motorcycle gangs arose after WWII giving rise to outlaw motorcycle gangs who for a long time associated Harley Davidson with wild, lewd, and socially unacceptable behavior. This pushed Harley sales away from younger buyers between the 1950s and the 1970s.

Hi, I’m Tom Kiley, and when my buddies and I go riding we always put safety first. Get a free copy of my motorcycle book for some valuable riding tips. And if you or loved one are ever hurt in the Massachusetts area, contact the Kiley Law Group for legal advice from a real motorcycle attorney.