Harley-Davidson announced its 2nd quarter earnings today, showing continuing improvement in key areas, blah, blah, blah. Forget the financial stuff. What leaps out at you is this statement:
Harley-Davidson is the U.S. market share leader of on-road motorcycles among young adults.
Now that’s very interesting, indeed, considering that the average rider age of Harleys has been increasing steadily. Without attracting younger riders, H-D is in for a long, slow decline as their current riders die off. But the phrase “market share leader of on-road motorcycles among young adults” can mean a lot of things. What is it really telling us?
The Kneeslider’s Paul Crowe did some calling around and learned:
[T]he relevant statistics are from R.L. Polk and were covered on the earnings call yesterday.
· . . . in the U.S., no one is reaching new customers better than Harley-Davidson.
· Based on recently provided Polk data, we have been the heavyweight motorcycle category market leader in new motorcycle sales to young adult men and women ages 18 to 34 since at least 2006.
· We have also been the heavyweight market leader since at least 2006 in new motorcycle sales to women riders, Hispanic riders and African American riders ages 35 and older. Of course, we are also the market leader among Caucasian men ages 35 and older.
· And when it comes to new motorcycle sales to young adults in ALL sizes of on-road motorcycles, Harley-Davidson has been the U.S. market share leader since 2008.
While talking to Bob Klein, I also found that a lot of this is directly attributable to sales of the Iron 883 and the Forty Eight.
That’s very, very positive for the Motor Company.