Harley Davidson 2010 Annual Report Download - page 14

The Next Keepers
of the Flame
New generations of riders, making their own statements —
riders who are as passionate in their choice of
motorcycle and what it says about their individuality
as any Harley-Davidson owner.
Harley-Davidson’s appeal has long transcended
stereotypes and it’s just as true today, where we’re
number one in U.S. heavyweight market share across
a broad swath of outreach customers. We are the leader
among young adults ages 18 – 34. We’re number one
with women. Number one with Hispanic riders. Number
one among African-Americans. In fact, we sell more
new motorcycles to this generation of young adults than
we did to the Boomers when they were young adults.
A brand with such diverse appeal doesn’t happen
by accident. It takes targeted products like our
SuperLow™ model, where nearly 70 percent of buyers
are new to Harley-Davidson and two-thirds are outreach
customers. It takes dealers who bring our brand to
life in local communities and teach thousands to ride
every year through our Rider’s Edge® program. It takes
reaching riders through online communities like
Facebook, where we have more than two million fans,
and meeting those fans face-to-face at major music
festivals around the country. It takes programs like
Jumpstart™ — a test ride on stationary rollers that enables
those who have never ridden to experience the feel
and power of a Harley-Davidson motorcycle.
We’ve listened carefully to customers in order to
deliver products and experiences that are moving the
needle among an increasingly diverse customer
base. And the most exciting part is that in many ways,
we’ve just gotten started.
24 Customer-led Experiences 25Harley-Davidson, Inc. 2010 Annual Report
Harley-Davidson is the U.S. heavyweight market
share leader among young adults, ages 18 – 34.