The Personal Blog Of
Boston Motorcycle Lawyer

How Harley Can Start Appealing (again) to Younger Bikers
April 20, 2010

Everyone knows that Harley is making a big push to capture younger motorcycle buyers. Everyone at Harley and around the motorcycle industry can clearly read the writing on the wall that says “get younger buyers or join Buell in extinction.”

And Harley is really trying. All you have to do is watch one of the Ultimate Fighting Championship’s (UFC) major events and you will see Harley logos everywhere. These testosterone filled events are perfect for Harley marketing since they are filled with affluent men and women between 25-40 years old. It’s also great to be attached to one the world’s fast growing sports, mixed martial arts.

Too bad that banners at a beat-down event are not nearly enough.

If Harley is going to grew and prosper in this century, they are going to have to get their swagger back.

• Back to Basics: Harley gained wide appeal after World War II as the motorcycle of rebel culture. Harley needs to find ways to get their bikes associated with rebel culture.
• Hip Hop Culture: Hip Hop is the greatest marketing tool in the world. When a rapper says it, wears it, or drinks it, people buy. Companies like Mitchell & Ness (authentic sports jersey retailer) exploded once a rapper wore one of their jerseys in a video. Harley needs to do the same.
• College Campuses: Many of tomorrow’s motorcycle buyers are on college campuses across the country. Harley can hedge its future by getting tomorrow’s professionals excited about their motorcycles today.
• Guerilla Marketing: Harley should have street teams that literally ‘invade’ an area to show off their newest machines. These tactics really work and develop a brand identity that is consistent with Harley Davidson’s renegade legacy.
• Women: Hot women sell. Developing a street team of gorgeous female bikers for specialized events will surely get attention and pique interest in younger buyers and future female bikers.

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.