- Dec 18, 2014
- NY, USA, etc.
Ask anyone under 30 what they think about Harley-Davidson, and they'll either tell you that their dad/uncle/father-in-law rides one, or mention something about the Hells Angels. Every single bike is the same thing in the eyes of the younger crowd: an outdated, slow, overweight, overpriced piece of machinery. Don't get me wrong, I love HD, but for the money I feel like the younger crowd is going to go with something else. The street 750 is a step in the right direction, but needs improvement - it looks like a moped.
People who like Harley-Davidson, meanwhile, still tend to skew older, male, and politically conservative, according to YouGov, an analytics company that runs a proprietary index of brand perception. For a rookie rider who knows little about motorcycles, what a brand represents mechanically may matter less than what it means culturally. Now, more than ever, Harley-Davidson needs to keep its cool.