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Boomers? Bah! Harley Seeks A New Generation Of Riders

By June 24, 2013General Posts

A top Harley-Davidson executive had said that in 2012, for the first time in years, the average buyer of the company's bikes was not a baby boomer.

For a brand defined by the emergence and, lately, the aging of the post-World War II cohort of consumers, that's a big deal – proof the 110-year-old company is gaining traction with a new generation of riders.


Yet its top global marketing guru, Mark-Hans Richer, continues to insist it's no biggie – even though investors have long wondered how Harley would survive as boomers, who embraced its bikes as totems of rebellion in the 1960s and 1970s and drove its growth in the ensuing decades, rode off into the sunset.

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