Harley Davidson is struggling to attract pragmatic young riders. While older demos buy a bike “as a hobby,” UBS reports that 21-34-year-olds’ top reason to opt for two wheels is “ease of transportation.” One analyst explains that, “unless there is a generational shift…the outlook for the heavyweight industry could continue to be more dependent on an aging demographic.” However, Harley Davidson’s new electric offering, the Livewire, could shift their Millennial strategy into gear. (Fortune, CNBC)
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