Harley-Davidson Rebrands Itself To Reach Millennial Generation

Iconic brand Harley-Davidson is stepping up marketing and introducing new designs in hopes of gaining younger riders and more women.

SCOTT SIMON, HOST:

Harley-Davidson leads the U.S. motorcycle market, but sales have slipped. Many Harley customers are, well, maybe what you might expect - aging, male baby boomers (imitating motorcycle). From Harley-Davidson's hometown, Milwaukee, Wisconsin Public Radio's Chuck Quirmbach has this look at the company's efforts to reach a more diverse group of riders.

CHUCK QUIRMBACH, BYLINE: Harley-Davidson is taking some newer motorcycles to the millennial generation.

So what's the trick to start it? Do you pull the clutch?

ED MAKOWSKI: You hold it down...

QUIRMBACH: Thirty-five-year-old Ed Makowski prepared for a free test ride of a Roadster model that Harley brought to the streets of several cities this past week, including downtown Milwaukee.

When he came back, Makowski said he likes the sporty and powerful Roadster, but isn't ready to give up his 1976 BMW motorcycle.

MAKOWSKI: You know, the price is a big thing for me. I'm not in a new bike market. I'm a poet, you know? It would take a coup for me to be able to be shopping for a brand-new motorcycle.

QUIRMBACH: Harley-Davidson has priced the Roadster at about $11,000, well below the cost of Harley's bigger and more traditional motorcycles. Michael Spaeth is in charge of the company's outreach to millennials and women.

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