The open road, the wind in your hair, the rumble of a powerful engine between your legs – for many Americans, motorcycling represents freedom and individuality. But lately, the roar of those engines seems to be fading. Motorcycle sales in the US have been on a steady decline, and even iconic brands like Harley-Davidson and Indian Motorcycle are feeling the pinch. So, what’s causing this downturn, and how can these American giants reclaim their place in the hearts and garages of riders?
The Price of Freedom: When “Affordable” Isn’t
Let’s face it, walking into a Harley or Indian dealership can feel a bit like browsing a luxury car showroom these days. The sticker shock is real. While these brands have always commanded a premium, the price creep over the past decade has been significant. A fully-loaded touring bike can easily top $40,000, and even the more basic models are pushing well beyond the reach of many riders.
For the average Joe or Jane who just wants to experience the joy of riding, those prices are a major barrier to entry. It’s forcing potential buyers to make tough choices – settle for an older, higher-mileage bike, take on a hefty loan, or abandon the dream altogether.
This leads to another problem: attracting new riders. Younger generations aren’t embracing motorcycling with the same enthusiasm as their predecessors. Some point to shifting priorities and a greater focus on experiences over possessions. Others suggest that the perceived danger of motorcycling is a deterrent. Whatever the reason, the pool of potential buyers is shrinking.
So, What Can Be Done?
Harley-Davidson and Indian need to get creative and find ways to make their bikes more accessible to a wider range of riders. Here are a few strategies they could consider:
- Streamline Production: Explore more efficient manufacturing processes and sourcing options to reduce production costs without sacrificing quality.
- Rethink the “Fully-Loaded” Model: Offer more stripped-down, base models with fewer bells and whistles. This allows riders to customize and upgrade over time, rather than being forced to pay for features they may not need or want upfront.
- Explore Alternative Financing Options: Partner with lenders to offer more flexible and affordable financing plans, especially for first-time buyers. Consider lease-to-own programs or other innovative solutions to make owning a new bike more attainable.
- Target the Used Market: Develop certified pre-owned programs that provide buyers with peace of mind and warranty options when purchasing used motorcycles. This can help boost confidence in the used market and make it a more viable option for budget-conscious riders.
- Embrace the Entry-Level: Focus on producing more affordable, smaller-displacement models that appeal to both new and budget-conscious riders. The Harley-Davidson Street 500 was a step in the right direction, and expanding that line-up could be key. Indian’s Scout Sixty is another solid offering, but more options in this category are needed.
- Invest in Rider Training: Partner with riding schools and organizations to make rider training more accessible and affordable. This not only promotes safety but also helps build confidence and cultivate a new generation of enthusiasts.
- Fuel the Passion: Create marketing campaigns that speak to the core emotions of motorcycling – freedom, adventure, and individuality. Highlight the lifestyle and community aspects of riding, and showcase the diversity of riders who enjoy the open road.
- Innovation and Technology: While preserving the classic appeal of their bikes, both brands should continue to innovate and incorporate modern technology. Features like improved fuel efficiency, rider aids, and connectivity can attract a wider range of riders.
The American V-twin motorcycle is an iconic symbol of freedom and individuality. By addressing the issues of affordability, attracting new riders, and embracing innovation, Harley-Davidson and Indian can reclaim their position as leaders in the motorcycle industry and ensure that the rumble of American V-twins continues to echo across the nation’s highways for generations to come.
