When you think of Harley-Davidson (HOG), you might think of the kind of person who lives hard and dies young. This, however, is not the case.
According to analyst James Hardiman, the heavyweight center of Harley-Davidson’s business are middle-aged white males between the ages of 45 to 55 these days. The challenge that Harley-Davidson faces in the near future is where to turn when these customers become to too old to making a motorcycle riding lifestyle feasible.
Harley-Davidson’s solution is to start initatives that reach out to other markets- to “target a younger consumer, a minority consumer, a female consumer.” While Harley-Davidson has been on these iniatives for some time, and some success in Europe, according to Mr. Hardiman, it’s not quite a news story yet. But for the future success of Harley-Davidson, the company is going to have find other kinds of people are “born to be wild.”
For the full interview with Mr. Hardiman, including a complete overview of the leisure space and stock picks, click here.
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