Evolution of a Giant

This week has marked another milestone in the motorcycle giant Harley Davidson.   The issue this week is that its a step in the wrong direction not only for Harley Davidson, but for the motorcycle industry.    After decades of mega growth and in your face sales and marketing and over the top mega stores the size of  small Wal-Mart, the motolife giant stated this week that they would be closing one of their plants in the heart of America, Kansas City.

Aside from the unfortunate loss of around 800 jobs, this represents a proactive business step to retract.  Sales numbers have deteriorated in recent years and this sort of change was inevitable.

What Happened?

Aside from the simple fact that sales are nowhere near levels needed to sustain all that IN YOUR FACE Harley Davidson, free riding , Black and Orange goodness, there are factors at play.

1. We’re getting older.   The primary demographic of the Harley Davidson mega-machine is hitting its 70s and 80s.  20 years ago when the Harley BOOM started to happen, these folks  were in their prime and in a happy spot.  They had money and they loved that big lumbering machine.   Fast forward from the 90’s and 00’s to today and that demographic has already stocked up their garage .  They don’t see themselves needing another bike. Especially one that hasn’t changed much in the last 20 years overall.   (see #3).   Age is just a number, however if you still love your old dyna and ride it when your buddy Arthur (Mr Arthritis) isnt paying you a visit, then you cant justify taking on payment .
2. The new rider wants an adventure.   There was a time when all a guy (or gal) wanted was to hop on their bagger and lean back for 3 hours and rid in a straight line. Maybe with the occasional slight curve mixed in.   The 40-50 year old demographic doesn’t want this .  Not to the degree that their parents did.   They want base jumping, cross country skiing, RedBull sipping adventures.   Or they at least want to covey that they do.  To meet this need, they are seeking our a more functional and dynamic machine.  The ADVENTURE BIKE or DUAL PURPOSE.  These bikes are fun, sporty, and functional.  They  offer the power close to that of a street bike and the versatility and comfort of an off road machine.
3. Lack of change.   While the rest of the industry is currently radically modifying their bikes, producing new “heritage” lines and retro inspired as well as cutting edge and modern looking machines, Harley has stuck with one image.  The large, big, and road confident cruiser.   These bikes are heavy, not the most agile, and lets face it.. NOT CHEAP.   While there will always be people in search of this sort of bike, to have a company where the majority of the models looks like the same bike with either a bag set up or windscreen, is unimpressive.   This isn’t to say they haven’t improved mechanics, reliability, and even base performance.  They have.  Its similar to upgrading that 1979 Lincoln .   Its huge and can spend all day on the open road, but to jump on it for an afternoon through the city and then take it either to a track or trail isn’t likely to happen.   

There is another sad factor.  The economic down turn in the early 2000’s  resulted in a generation that has new priorities and might not even be enjoying the two wheeled experience.   They are worrying about their student loans, getting out of their apartments/parents house, and starting families.   Adding a 20k + motorcycle just isn’t in the cards.

There is popularity to simple and fun machines .  Lets hope that this keeps people engaged and enjoying motorcycle life. Keep riding and spread the love .  The experience is worth fighting for.