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NOV 2006

Harley Just Keeps On Cruisin'

Aging customers? Sure. Nostalgia brand? Definitely. So why is its stock at a record high?

BusinessWeek, November 6, 2006 — For years, doomsayers have been predicting that a demographic time bomb would blow up Harley-Davidson Inc. (HOG ). The median age of a Harley buyer has leapt from 35 in 1987 to nearly 47 today. Whatever youthful countercultural mystique Harley may have once enjoyed, it is now a middle-aged nostalgia brand.

Category: Brand Strategy
Tag: Harley-Davidson

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