Youth Does Not Buy Harley-Davidson LiveWireOctober 9, 2019
Harley-Davidson planned to start a new era. Over the years, the core of buyers from the American manufacturer has grown old, and fresh blood has ceased to appear in the ranks of bearded bikers.
In this situation, the manufacturer decided to radically change the approach to the development of new models. They released electric cycles, hoping to attract young people. As a result, the wealthy aged became the main core buyer of Harley-Davidson LiveWire.
According to the latest report, the main buyers of Harley-Davidson LiveWire are old riders, most of whom already have Harley. This situation arose because of the price of an electric motorcycle. He is a dear that does not attract young people.
Reuters polled over 40 dealerships to get age-specific statistics from Harley-Davidson LiveWire customers. Many H-D sellers said that young people really come and are interested, but when they hear the price, they immediately leave.
Are Harley-Davidson Marketers Wrong? In any case, Harley-Davidson LiveWire found its customers, and the manufacturer now needs to conduct an analysis to correct the situation.
Harley-Davidson LiveWire has a range of 235 km in the city and 160 km on the highway. At the same time, it costs $ 30,000 or more. Why would a young man buy such an electric bike if he can buy Zero for much less money? For instance.
It will be interesting to look at the Harley-Davidson reaction and the change in the strategy for further development.
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