Harley-Davidson Seeks More Female Riders

Women only make up 14 percent of the current riding population. Harley-Davidson intends to change that.

Unless you’ve been living off the the grid on some sort of electronics sabbatical the last several months, you already know that the winds of change are blowing at Harley-Davidson. The combination of aging consumer demographics and the need to create a new generation of riders have spawned massive changes. Changes in the actual motorcycle lineup, changes in marketing, and changes in strategy.

While the younger generation looks to the used motorcycle market, Harley-Davidson is working to change their consumer base. The easiest way to do that? Well, it’s simple – teach more people how to ride. That’s the idea behind the brand’s Riding Academy, which hosted in excess of 50,000 students in 2017. But it isn’t just young folks they hope to attract to these learning sessions. They also want to increase the number of women riders on the road.

According to the Motorcycle Industry Council, women only make up around 14 percent of the current riding population. And many, including Robert Pandya of pro-motorcycle group Give a Shift, see that as an enticing number. “The biggest possible opportunity in motorcycling is to invite more women to ride,” Pandya said. “If mom rides, the kids will ride.”

Harley-Davidson has certainly worked to capitalize on that opportunity. They recently tapped Jessica Haggett, founder of the all-woman motorcycle club “The Litas,” to be a voice for the company on social media. The concept behind the riding academy also targets those that might otherwise be a little timid about getting in the saddle. By providing a safe, no-pressure learning environment, they effectively quell any fears prospective riders might carry. Whether they be male, female, young, or old.

Harley-Davidson is well-aware of what they must do to right the ship. And if they’re going to do it, they’ll do it on the backs of a new generation of female riders.

Brett Foote

Brett Foote has been covering the automotive industry for over five years and is a longtime contributor to Internet Brands’ Auto Group sites, including Chevrolet Forum, Rennlist, and Ford Truck Enthusiasts, among other popular sites.

He has been an automotive enthusiast since the day he came into this world and rode home from the hospital in a first-gen Mustang, and he's been wrenching on them nearly as long.

In addition to his expertise writing about cars, trucks, motorcycles, and every other type of automobile, Brett had spent several years running parts for local auto dealerships.

You can follow along with his builds and various automotive shenanigans on Instagram: @bfoote.