Harley-Davidson is working to maintain its cool-factor

It’s no secret that back in the day, Harley-Davidson was considered one of the coolest brands on the planet. The bikes were coveted by young and old, men and women, rich and poor. The brand capitalized on America’s romance with the open road and powerful engines. But have times changed?

As you likely know, many of us at Double D Distribution are huge fans of Harleys. To us, they speak to the more fun side of our business: exploration and the love of the highway. But as millennials come of age and become the most powerful consumer segment, the Harley brand seems to be losing a bit of its edge.

Keep in mind, the bikes are just as powerful, sexy, and well-made as ever. The quality of the brand isn’t in question. But what’s tricky is that younger people tend to be more conservative with their spending habits and extremely sensitive to environmental concerns.

In particular, for the last few years, Harley-Davidson’s sales have slipped — and 2017 proved to be no exception. The company struggled to hit sales projections, so the brand is looking inward. How can they reinvent their bikes for a new era? How can they keep sales robust, become more appealing to younger generations and yet remain true to the core values of the brand itself — so lovers like us remain, well, in love?

It’s a conundrum, and it’s not unique to the Harley badge. Many legacy brands are finding themselves at a crossroads as the consumer market shifts in demographics and buying habits.

The solution remains to be found. But in the meantime, we’ll just go on loving the bikes that get our motors running.