Harley Davidson: An Overreliance on Aging Baby Boomers

Harley Davidson’s mission was to design and manufacture premium motorcycles for the heavyweight market. Each model among its products was highly customizable, made to order to customer specifications, creating a Harley Davidson mystique. The company’s vision promoted a comprehensive motorcycling experience across a wide demographic by means of events, rides, and rallies. Ideally, Harley Davidson wanted every motorcycle owner to wear a Harley vest, a Harley helmet, and Harley boots, then meet up with other Harley motorcycle owners wearing the same attire—the events, rides, and rallies made this vision a reality. Harley Davidson’s main objectives were: (1) to provide a quality and reliable product; and (2) to allow for highly customized, stylish products. The Company was so convinced of the quality of its products that it offered a two-year warranty on new motorcycles, and convinced customers they were priority. Harley Davidson specifically targeted a narrowly defined market of middle-aged males with disposable income. However, as US baby boomers aged, the company recognized that it must look to new markets and demographics to expand sales.