Matt says of the 278,000 new buyers of Harley-Davidson motorcycles in the US last year, half were either under 34, female or ethnically diverse.
“This group is the most diverse across age, ethnicity and gender in all the years we’ve tracked this data,” he says.
“These results continued into 2019. Of the total U.S. new retail sales in Q1, the mix of 18 to 34-year olds was up 2.6 percentage points and the number of young people participating in Riding Academy and taking test rides was also up over last year.”
He also says “young adults” also comprise a quarter of the “initial interest” in the electric LiveWire which is due in September in the US and Europe at $US29,990 (about $A42,500).
It will arrive in Australia late next year.
Matt says the company faced several sales hurdles in the past year, “including the impact of the ongoing trade wars”.
The trade wars started when President Donald Trump erroneously complained about 100% tariffs on Harleys into India.
It has since escalated into hiked tariffs on Harleys into Europe and China and higher US tariffs on imported steel and aluminium. Harley has not put a figure on the increased cost of raw materials but Polaris last year said it cost them $30m.