For the fifth straight year, Milwaukee-based Harley-Davidson Inc. was the No. 1 seller of new street motorcycles (all engine sizes) in the United States to young adults ages, 18-34, women, African-Americans and Hispanics, as well as Caucasian men ages 35 plus. The newly available data from Polk shows that Harley-Davidson experienced a double-digit market share gain from 2008 to 2012 in the U.S. with these customer groups.
Harley-Davidson chief marketing officer Mark-Hans Richer attributes the company's success to its unique purpose.
"We don't just build motorcycles. We fuel personal freedom," Richer said. "The desire for individual expression draws customers from all walks of life because it's a universal, human value that transcends cultures, generations and history."
In 2012, sales of new Harley-Davidson motorcycles grew in each of the company's key U.S. customer segments. Altogether, Harley-Davidson's U.S. sales to young adults, women, African Americans and Hispanics grew at more than twice the rate of sales to Caucasian men 35 plus. READ MORE
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