Motorcycle manufacturer Harley-Davidson is looking for new ways to market to younger generations, and CEO Matt Levatich wants to attract young people. The effort could be a difficult one, as Harley-Davidson believes it has to woo riders away from video games and mobile devices and onto its motorcycles.
Even though many motorcycle riders see Harley-Davidson models that sell for more than $30,000, the company has models that start as low as $6,800. It's a complicated marketing strategy to try to woo younger riders, while not scaring away baby boomers - and the young adults are the "most important segment" for Harley-Davidson.
"I'm in the camp of: It isn't bad, it's just different," said Levatich, in a statement to the Wall Street Journal. He also noted that there could be "a little bit of counterculture down the road... people are going to want to actually live for real, and I think we have a product that has a great fit with that outlet."
Looking ahead, Harley-Davidson will try to prioritize new engines and designs that cater to younger folks - in the hope of getting them to turn off their PC or game console and go ride a motorcycle.