Harley Davidson's Real Problem - that's CONCERNING

Summary

The speaker reveals insights from a Harley-Davidson insider about the company's current concerns, primarily focused on declining motorcycle sales due to riders quitting after just three years. The reasons identified include a loss of enjoyment, incidents that discourage riding, and a lack of riding companions. The speaker highlights the importance of family legacy in motorcycle culture and discusses the aging demographic of Harley riders. Despite these challenges, the speaker expresses optimism about enjoying motorcycles and encourages engagement from the community.

Takeaways

• 😀 Harley-Davidson is facing a significant concern about the future of motorcycle riding, particularly regarding rider retention.
• 💰 There is a belief that the company is pricing itself out of the market, making it difficult for new riders to afford motorcycles.
• 🚫 Many riders are feeling overlooked, with a perception that Harley-Davidson has forgotten its long-term customers.
• 📉 Sales have reportedly dropped by 32%, which Harley attributes to various cultural shifts, although this is not publicly acknowledged.
• 🕒 On average, motorcycle riders are only keeping their bikes for about three years, indicating a trend of quitting the sport.
• 😟 One major reason for quitting is that new riders often find the experience less enjoyable over time, leading to disengagement.
• 🚑 Incidents or accidents, such as dropping the bike or close calls, contribute to some riders deciding to stop riding altogether.
• 👥 A lack of social connections is another reason why riders leave the sport; many feel they have no one to ride with.
• 👴 The aging demographics of groups like HOG (Harley Owners Group) can make it harder for younger riders to find community.
• ⚠️ There is an urgent need for Harley-Davidson to establish a clear strategy to address these issues and enhance rider engagement.

Q & A

What is Harley-Davidson's major concern according to the insider information?

Harley-Davidson's major concern is the decline in motorcycle riding among consumers, particularly the trend of riders keeping their bikes for only three years.

What are the three primary reasons for riders giving up motorcycling?

The three reasons are: 1) riders lose interest over time, 2) they experience incidents such as accidents or falls, and 3) they find themselves without anyone to ride with.

How much have Harley-Davidson's sales reportedly decreased?

Sales have reportedly dropped by 32%, with some attribution to socio-political issues that the company is reluctant to address publicly.

What does the speaker imply about the impact of the aging demographic of current riders?

The speaker implies that the aging demographic of current riders may hinder efforts to attract new, younger riders into the motorcycling community.

What role does family tradition play in motorcycle riding, according to the speaker?

Family tradition is significant as many riders are inspired to ride due to family members, creating a legacy that can be lost if new riders stop participating.

What strategy does the speaker suggest Harley-Davidson needs to adopt?

The speaker suggests that Harley-Davidson needs to identify a clear strategy to re-engage both current and potential riders to address the declining interest in motorcycling.

What personal anecdote does the speaker share in the video?

The speaker shares that they are riding in Chelsea, Michigan, and are preparing for a trip to Cancun for their anniversary.

How does the speaker view the relationship between incidents and the decision to stop riding?

The speaker recognizes that experiencing an incident can significantly deter individuals from continuing to ride, as it instills fear and caution.

What does the speaker suggest for those who find themselves without riding partners?

The speaker encourages individuals to seek out local riding groups or chapters, such as HOG, to connect with other riders and participate in community events.

What is the overall tone of the speaker regarding Harley-Davidson's future?

The overall tone is a mix of concern and hope, emphasizing the need for urgent action while also expressing personal enjoyment of riding.