Harley-Davidson has a strategy in place to expand their global presence and reach new demographics in the U.S. and in international markets. Currently, a majority of their customers still reside in the U.S. However, international retail sales have been growing as a percent of total sales. In fact, Harley believes that by 2014 over 40% of their retail sales will occur outside the U.S.
Harley-Davidson is currently executing a multi-generational and multi-cultural marketing strategy in the U.S. The success of this strategy is measured by internally monitoring market shares within targeted customer segments of Core (Caucasian men 35+), young adults (men and women 18-34), women (Caucasian women 35+) and diverse men and women (African-American and Hispanic 35+).
Motorcycle registration results show Harley-Davidson is the segment leader in U.S. on-road motorcycle registrations, both in terms of heavyweight (651cc+) registrations and all displacement (all cc) registrations, across their targeted demographic customer definitions including: Core Customers, Young Adults, Women, Diverse Customers. (Based on national R.L. Polk & Co. motorcycle registrations 2006 through 2009)
Let’s wait for the 2010 data to see if all these trends are confirmed. I would say yes…(to follow)