NewsWire
from Demography
Millennials Just Aren't Into Harley-Davidson
Columnist Eric Brandt believes that Millennials aren’t buying Harley-Davidson bikes largely because they don’t care about heritage branding. This conclusion misses the mark: Heritage branding is a winning Millennial strategy, and Harley’s biggest Millennial problem is a rough-and-tumble image that is off-message for risk-averse young consumers.
Just check out the Harley-Davidson page selling its Millennial-targeting "Street Bike": every shade of black, with headlines in damaged fonts. Sample text: "If you're going to hit it, hit it hard. The all-new Street Rod is built to take you to the edge." Talk about writing to the last generation! Ducati and new models from India (the new bike powerhouse) are going to hit HOG hard.