Harley Davidson's Target group

Target group

Harley-Davidson has been growing its appeal through several generations, cultures, and borders.

But in the last couple of years have they decided to change their marked strategy, to focus more on growth in sale among young adults, women, African-Americans, and Hispanics.  As a result of this, have they over the last five years have been an increasing number of first-time-on-road-riders who have purchased in a new Harley-Davidsons motorcycle. In the US have Harley-Davidson grown a more diverse customer pool and but still have they also grown among their traditional costumes. For in 2015 was Harley-Davidson the number one seller of new on-road motorcycles to young adults ages between 18 and 34 years, women, African Americans, and Hispanics. And also in their target group Caucasian men over 35.

Harley-Davidson customers are distinguished, unique men over 35 and women from various occupations, backgrounds and social status who value their individuality and the "riding experience" that only Harley can give. The market can be defined into five segmented categories.  First, there are “The Prestige Riders” that include CEOs, CFOs, CIOs, V.P.s, those are the management position holders that purchase motorcycles and invest in the company. Second is there “The Knight Riders” who have the little-vested interest in long-term usage, these customers tend to purchase as an alternative means of transportation. Then comes “The Die-Hard Riders” who are a passionate loyalty to their motorcycles and to Harley Davidson.  Besides that, there is also “The Rescue Riders” which include Police officers, Public Safety, Municipal Officers, firemen and so on. At last, there are “The Sterling Silver Riders” who are a group of customers that are made up of senior citizens who want to preserve their youth. What all the segment groups have in the comment that most of them are all Caucasians men over 35, and that makes them to Harley-Davidson's' major target group. The target group stands for about 65% of Harleys' income. But in the last couple of years has Harley-Davidson started to focus on younger target groups, by focusing more on designing city motorcycles to a cheaper price.