MOCO targeting the wealthy
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Seasoned HDF Member
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From: My own little slice of heaven
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Aug 20, 2020, 09:17 PM
Extreme HDF Member
Joined: Aug 2013
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From: Somewhere SW
1) America has lost its love for the internal combustion engine
2) they missed the opportunity to capture market share of the current 30 to 50 year old males years ago, they would have to have a time machine to go back and find a way to get their attention. GM used to have a strategy that you started in a Chevy in your youth and ended up in a Caddy when you were old. HD has no "chevy" in their product line that would catch the attention of the few people under 35 that are interested in Motorcycles. Honda, Suzuki, Yamaha, and Kawasaki (among others) got them hooked. Those potential buyers are not going to spend 2X the money for 1/2 the bike. IMHO when HD killed Buell off, they lost any chance to break into the youth market.
3) Fuel costs, fuel taxes, and congestion taxes for roads in urban areas keep Europeans on Motorcycles. HD has terrible support in the EU, if you think Canada is hard to get bike parts, try the EU, in the mean time BMW Motorcycle parts are easy to get.
4) the cheap money, home equity loans, and other financial tricks that fueled the events of 20 yearsago are not going to happen again, if the MoCO thinks the R.U.B. is going to save their bacon a second time they are nuts, especially without the Indian Larry's, Jesse Jameses', the clowns from Newburgh NY, Billy Lane and the rest who fueled the MoCo's rise the last time.
The MoCo is in a death spiral, sooner or later economic realities and consumer preferences are going to be the end of the MoCo once and for all, and probably in my lifetime
2) they missed the opportunity to capture market share of the current 30 to 50 year old males years ago, they would have to have a time machine to go back and find a way to get their attention. GM used to have a strategy that you started in a Chevy in your youth and ended up in a Caddy when you were old. HD has no "chevy" in their product line that would catch the attention of the few people under 35 that are interested in Motorcycles. Honda, Suzuki, Yamaha, and Kawasaki (among others) got them hooked. Those potential buyers are not going to spend 2X the money for 1/2 the bike. IMHO when HD killed Buell off, they lost any chance to break into the youth market.
3) Fuel costs, fuel taxes, and congestion taxes for roads in urban areas keep Europeans on Motorcycles. HD has terrible support in the EU, if you think Canada is hard to get bike parts, try the EU, in the mean time BMW Motorcycle parts are easy to get.
4) the cheap money, home equity loans, and other financial tricks that fueled the events of 20 yearsago are not going to happen again, if the MoCO thinks the R.U.B. is going to save their bacon a second time they are nuts, especially without the Indian Larry's, Jesse Jameses', the clowns from Newburgh NY, Billy Lane and the rest who fueled the MoCo's rise the last time.
The MoCo is in a death spiral, sooner or later economic realities and consumer preferences are going to be the end of the MoCo once and for all, and probably in my lifetime
Harley's problem is ignoring their market while trying to please the "we are the world" and "mom jeans" crowd. If you don't believe me just take a look at the pics on the moco website.
Go on I'll wait here
Did you notice that the people who are "modeling the bikes" are hipsters wearing Buddy Holly glasses?
We called those birth control glasses when I was in the Marine Corps and for good reason. No chick would want anything to do with anyone wearing that crap.
However they seem to be the rage among the wimp crowd these days and Harley Davidson is catering to this "market".
(BTW those types of glasses aren't good eye protection for motorcycle riding.)
This is not Harley Davidson's market... No, not at all, those types of people drive Subarus, they wouldn't be caught dead on a motorcycle let alone a Harley.
Harley Davidson's market is Americana.
Americana is buying a piece of and/or being part of USA history and culture (this can be marketed worldwide)
The selling points? Rumbling, roaring freedom on the open road. (This will never change)
Harley Davidsons new
Patriots: People who are proud of their country and buy American no matter what.
Active duty military: They have the cash and the passion to buy a Freedom Machine. I put 50% down on my bike back in 88 and I'm not the only warrior to do that... this is a huge market.
USA veterans are a strong market as well, we never give up on our country or fellow American
I'm under the impression that HD has been ignoring these groups as evidenced by their drop in sales.
HD needs to cater to their customers and stop focusing on fearful Buddy Holly glasses, mom jean wearing pansies.
Every true red blooded American risk taker wants ride an American rumbling roaring freedom machine. Harley needs to focus on them and cater to them.
That's HD's market
.
Last edited by JustDave13; Aug 20, 2020 at 09:44 PM.
Road Master
Joined: Jun 2008
Posts: 964
Likes: 243
From: right outside of town
sounds like wishful thinking..as the old guard dies off, the younger generations just ain't gonna be buying these big ol hogs..cool as they are, Harley is a dying cultural phenomenon..sad as it to see..Harley will be much smaller company in the future..
Stellar HDF Member
Joined: Nov 2005
Posts: 3,183
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From: KMHT KFMY
1) America has lost its love for the internal combustion engine
2) they missed the opportunity to capture market share of the current 30 to 50 year old males years ago, they would have to have a time machine to go back and find a way to get their attention. GM used to have a strategy that you started in a Chevy in your youth and ended up in a Caddy when you were old. HD has no "chevy" in their product line that would catch the attention of the few people under 35 that are interested in Motorcycles. Honda, Suzuki, Yamaha, and Kawasaki (among others) got them hooked. Those potential buyers are not going to spend 2X the money for 1/2 the bike. IMHO when HD killed Buell off, they lost any chance to break into the youth market.
3) Fuel costs, fuel taxes, and congestion taxes for roads in urban areas keep Europeans on Motorcycles. HD has terrible support in the EU, if you think Canada is hard to get bike parts, try the EU, in the mean time BMW Motorcycle parts are easy to get.
4) the cheap money, home equity loans, and other financial tricks that fueled the events of 20 yearsago are not going to happen again, if the MoCO thinks the R.U.B. is going to save their bacon a second time they are nuts, especially without the Indian Larry's, Jesse Jameses', the clowns from Newburgh NY, Billy Lane and the rest who fueled the MoCo's rise the last time.
The MoCo is in a death spiral, sooner or later economic realities and consumer preferences are going to be the end of the MoCo once and for all, and probably in my lifetime
2) they missed the opportunity to capture market share of the current 30 to 50 year old males years ago, they would have to have a time machine to go back and find a way to get their attention. GM used to have a strategy that you started in a Chevy in your youth and ended up in a Caddy when you were old. HD has no "chevy" in their product line that would catch the attention of the few people under 35 that are interested in Motorcycles. Honda, Suzuki, Yamaha, and Kawasaki (among others) got them hooked. Those potential buyers are not going to spend 2X the money for 1/2 the bike. IMHO when HD killed Buell off, they lost any chance to break into the youth market.
3) Fuel costs, fuel taxes, and congestion taxes for roads in urban areas keep Europeans on Motorcycles. HD has terrible support in the EU, if you think Canada is hard to get bike parts, try the EU, in the mean time BMW Motorcycle parts are easy to get.
4) the cheap money, home equity loans, and other financial tricks that fueled the events of 20 yearsago are not going to happen again, if the MoCO thinks the R.U.B. is going to save their bacon a second time they are nuts, especially without the Indian Larry's, Jesse Jameses', the clowns from Newburgh NY, Billy Lane and the rest who fueled the MoCo's rise the last time.
The MoCo is in a death spiral, sooner or later economic realities and consumer preferences are going to be the end of the MoCo once and for all, and probably in my lifetime
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Extreme HDF Member
Joined: Aug 2013
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From: Somewhere SW
I remember back in the 70s and early 80s nobody was buying them, as a matter of fact sales were so bad AMF swallowed them.
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Joined: Jan 2020
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From: Paducah
Yeah, I really dont get that. Harley is so far removed from Ferrari it isnt even on the same planet. At best you could say Harley is like Chevy.
Eventually, everybody who wants a road glide will have a road glide...and making more road glides that underperform everything else wont help that.
In five or ten years, H-D will be a much smaller company still pushing the same old stuff. Its a shame.
Eventually, everybody who wants a road glide will have a road glide...and making more road glides that underperform everything else wont help that.
In five or ten years, H-D will be a much smaller company still pushing the same old stuff. Its a shame.
Last edited by RJMsporty; Aug 20, 2020 at 08:37 PM.