Harley-Davidson to Refocus Marketing Strategy

Harley-Davidson Inc., which has been losing traction in worldwide motorcycle sales due to the prolonged economic downturn, is pushing a marketing strategy that focuses on attracting more women and racial minorities to the biker lifestyle.

That strategy is being implemented while the company works to keep the baby boomers, who have fueled Harley’s growth for years.


“It’s clear we enjoy a great bond with boomers, but our strategy is to extend age distribution on both sides of the curve,” Mark-Hans Richer, Harley-Davidson’s chief marketing officer, told a crowd of several hundred of the company’s shareholders at its April 25 annual meeting.


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