Among motorcyclists, it is no secret that Harley-Davidson – one of the most popular and influential brands in the motorcycle industry – has been struggling in recent years. Less people are riding and less people are shopping for bikes. In addition, the perception of Harley-Davidson is that it’s for older generations. As sales continue to drop, the company has made several attempts to get business booming again, while restoring their image for younger generations.
Harley’s most recent solution? Expanding their 17-year-old “Riding Academy”.
What Is Harley Riding Academy?
In 2000, Harley-Davidson launched a program of three to four-day motorcycle courses offered at dealerships around the country. Approximately 245 dealerships offer this training, but about 25 percent of them have only been for the past three years. Clyde Fessler, who started the “Riding Academy” program, says it is about “getting people comfortable on a motorcycle and getting them to feel safe and confident.”
Why Younger Generations Don’t Ride
Intimidation is a big reason why more millennials are not riding motorcycles. Yet, there is another factor keeping this generation off two wheels. Many young people – especially recent college graduates – have to put off major purchases due to overwhelming student loan debt and low entry-level salaries.
Millennials are not buying homes or getting married until their 30s, which makes it more difficult to convince this generation to invest in a new bike. Those who do make motorcycle purchases cannot afford a mainstream model. In turn, this hurts profit margins for brands who regularly release new bikes.
According to the Motorcycle Industry Council, the average rider is 47 years old. Only about 10 percent of motorcyclists are age 30 – 34 and the majority remains over age 50. As the bulk of riders become too old to handle a bike safely, Harley-Davidson hopes to tip the scales younger. Only time will tell if the “Riding Academy” revival helps encourage this age group!