 In the U.S., leading motorcycle maker Harley-Davidson maintains that it is not nervous. Nonetheless, industry analysts and others who watch the company maintain that it is in the middle of a drama that might very well be referred to as "Uneasy Rider." The drama stems from the situation in which the Baby Boomers who transformed Harley's rumbling, lumbering bikes from countercultural totems into American icons enter their senior years. Indeed, the leading edge of the generation is turning 60 this very year. As a result, these men and women are increasingly in the market for knee and hip replacements and not Harley's bikes. The situation is now forcing the Milwaukee, Wisconsin-based company to scramble to find a new customer pool amongst blacks and Hispanics. The company also wants to increase its sales to women. These are all groups that have not traditionally bought and ridden Harley's bikes. The company has announced the rollout of new products, like the 883 Sportster Low, built for smaller, lighter riders. In an effort to reach out to the black community, Harley now sponsors the nationally syndicated show of Tom Joyner, an African American radio host. His program is heard by some 8 million people on a regular basis. In order ro reach younger Hispanics, the company is advertising in Hombre and Fuego. These are two Latino men's magazines. The company is also participating in low-rider shows. In order to reach more women, it's putting a four-page insert into Jane, Allure, Glamour and two other Conde Nast magazines. The magazine ads contend that bikes are for women too. |
