Do Millennials Buy Harleys?

What a question! Of course, Millennials buy Harleys. Millennials are all about lifestyle experiences, and Harley-Davidson offers that in bucket loads.

Understandably, though, most Millennials prefer the newer Harley Davidson bikes to match their youth. Besides, creating the trend for a new bike matches their desire for uniqueness. Setting themselves apart from the baby boomers who enjoy their classics is another way Millennials exercise their buying power.

Changes in Buying Patterns

Despite Millennials preferring Harley-Davidson’s ahead of Honda’s, there have been many misconceptions about their preferences for this old classic. Born between 1981 and 1996, not all young people want electric motorcycles. Similarly, economic upswings and downturns impact everyone’s buying decisions, including the younger generations. Harley-Davidson is no exception.

Besides, trends change, as do marketing strategies. So, it’s not surprising that many elements affect buying behaviour over time. A quick dive into the recent past shows how younger riders have changed their attitudes toward Harley-Davidson motorcycles.

Pre-January 2019 CNBC Report

Four years ago, CNBC wrote a report about how Millennials were killing the Harley-Davidson market because they wanted electric vehicles. Some reports claimed that Millennials felt that Gen X was frivolously buying this old American classic for fun. Other claims stated that this brand was becoming irrelevant for Millennials, whose focus was on ease of transportation.

Despite demographic changes and changes in why people buy Harley-Davidson motorcycles, this brand can still reach new riders. So, instead of Millennials supposedly killing off various industries, it turns out that all the motorcycle market needs is a new strategy.

Millennials still want to support the motorcycle industry. But where some people thought they were only into a new motorcycle for practical reasons, this is not true. Apparently, younger generations want Harley-Davidson motorcycles to enhance their status, too.

Post-December 2020

Jump forward almost two years from the earlier CNBC report, and younger riders confirm their interest in Harley-Davidson motorcycles. One of these new riders confirms that the motorcycle industry is not concerned about anyone killing it or going under after a century of struggles.

Neither is the motorcycle market worried about not gaining new customers from the younger generations. In contrast, the millennial demographic has been growing steadily, if slowly. It turns out that young people do like new bikes.

Some young people like to add a bit of danger to their lives, which they can get from owning a Harley-Davidson. A new bike takes up less space for apartment dwellers and often costs less than a car.

Younger generations are also capable of appreciating the fact that Harley-Davidson’s are collectible items. Besides their value, they add status to their owners.

An Electric Motorcycle Is Always an Option

For Millennials who are environmentally conscious, Harley-Davidson has responded to their preferences. They can buy the LiveWire ONE electric motorcycle and reduce the pollution generated by traditional Harley-Davidson classics.

Millennials do buy Harleys. Their reasons may differ from baby boomers, but they continue to prize this American stalwart.