Harley Davidson's fastest growing market? Women

Irma Stalder (L) checks out a Harley Davidson motorcycle at the Peterson's Harley-Davidson of Miami dealership in Miami, Florida.

Harley-Davidson is branching out.

The iconic motorcycle manufacturer plans to roll out leaner and lighter bikes into showrooms by the end of the month.

Good-bye hogs, hello street bikes?

“An interesting way for Harley to expand its business is to cater to a wider audience,” says Moringstar analyst Jaime Katz.

Katz says 30 percent of last year’s sales went to what Harley calls its "outreach market" -- anyone other than white men over the age of 35. The company hopes its "Street" models -- bikes that are lower, lighter, and easier to handle -- will create a higher demand, especially among the fastest growing demographic groups: women.

“Women are climbing corporate ladders, they own a lot of small businesses and so they have money and time,” says Genevieve Schmitt, founder and editor of Women Riders Now.comSchmitt says in a sign that the female bikers market is growing, she expects Harley’s new line to attract new female riders.

About the author

Dan Gorenstein is the senior reporter for Marketplace’s Health Desk. You can follow him on Twitter @dmgorenstein.

Comments

I agree to American Public Media's Terms and Conditions.
With Generous Support From...