Harley Shifts to Used Bikes
b'
Harley-Davidson has a problem, and it\\u2019s one many of us have: there\\u2019s something about Gen Z it just doesn't get.\\xa0
But for Harley, it\\u2019s more than just a disconnect with the TikTok generation: The last time Harley reported the average age of its customer, it was 48\\u2026 which means Harley isn\\u2019t reaching Millennials either. And the results of this gap means America\\u2019s most notable bike brand is struggling big time to broaden its niche.
One of the problems Harley has encountered over the years is the shrinking market share for its big, pricy bikes as they compete against smaller and cheaper options. So Harley is taking a new approach, and when you hear some of the details in a recent Reuters report, you\\u2019ll wonder what took so long.
Reuters says Harley is embarking on a new certified pre-owned program where the company will push lightly used bikes with a 12-month warranty as well as offer financing. According to the report, some dealers have said that used bikes are outselling new ones at a margin of 3-to-1, and that the pandemic has actually increased demand for motorcycles -- just not new ones. In fact, the demand for pre-owned Harleys was described as \\u201ca drag on the company\\u2019s retail sales\\u201d which, by the way, have declined 40 percent since 2014.
Download and listen to the audio version below and click here to subscribe to the Today in Manufacturing podcast.
'