Harley Davidson has traditionally targeted an audience of middle-aged men, in recent years targeting "older white male boomers" specifically (Hagerty, 2011). The company's demographic is usually wealthy, since the bikes are not primary means of transportation for most riders. The company has now begun targeting other audiences as a means of sustaining sales levels. Although the company sells its bikes in overseas markets, 71.3% of the company's business comes from North America. Most of what Harley sells is motorcycles (75.5%) with parts and accessories making up the bulk of the remaining sales for the company (2010 Harley Davidson Annual Report).

Harley is positioned as a luxury good, and sells primarily in the heavyweight and superheavyweight classes of motorcycles. The company markets its products to its customers as something of an escape from everyday life, a means of freedom from drudgery. The size of the bikes is also part of the...
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