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Marketplace Morning Report

Harley Davidson’s fastest growing market? Women

Dan Gorenstein Jun 3, 2014
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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.

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