Despite this legacy, Harley Davidson has gotten old.

In post WWII America, young veterans seeking to live on the edge sought Harley Davidson motorcycles as their symbol of rebellion. At this time, an explosion of motorcycle clubs hit the streets from California to Maine. In later decades, movies like The Wild One and Easy Rider cemented Harley Davidson and the biker lifestyle in American culture.

So, how did Harley get old?

Somehow, Harley Davidson failed to capture younger motorcycle riders after the 1970s. As a result, Harley’s customer base is mainly made up of men in their 40s and older. While this customer base is loyal, Harley cannot survive and compete with other motorcycle companies that seem to have more success with younger bikers.

It’s not that Harley Davidson isn’t trying. They have been trying to gain increased brand recognition with the mixed martial arts community as a sponsor of the Ultimate Fighting Championship (UFC) major events. This organization attracts men from 18-35 and is the fast growing sport in the United States.

But will they buy Harley Davidson motorcycles?

Harley needs to find ways to get younger potential motorcycle buyers to see the value of their motorcycles. Popular TV shows featuring Harley motorcycles like Sons of Anarchy help but they have to be much more proactive. Without an active approach, Harley’s market share will continue to erode.

I’d like to see Harley do more hands on events. I’d like to see them have more free test ride events in conjunction with motorcycle rider safety courses and partnering with more organizations. I think the main issue is that new and younger riders have the wrong impression about Harleys. They probably think that Harleys are too expensive and do no have the performance and reliability of metric cruisers. Test rides will put that feeling to rest.