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Harley-Davidson Leading Sales Among Women

Outreach is one reason

By Genevieve Schmitt, Editor
6/9/2014


While it won't reveal specific sales numbers, Harley-Davidson claims it to have 62 percent of the female market making it the the top-selling motorcycle brand among women in the United States. It sold more new on-road motorcycles to women in the U.S. than all other brands combined in 2013. 

Roughly 12 percent of the country's motorcycle owners now are women, an increase of about 35 percent over the last decade, according to the latest estimate from the Motorcycle Industry Council. More statistics on women motorcyclists can be found here. 

According to a study conducted by Kelton and commissioned by Harley-Davidson, women riders are more than twice as likely to always feel happy (37 percent of riders vs. 16 percent of non-riders) and more than a third (34 percent) reported that they felt less stressed after starting to ride. 

Further more, nearly four times as many always feel sexy (27 percent of riders vs. 7 percent of non-riders), and nearly twice as many always feel confident (35 percent of riders vs. 18 percent of non-riders). Full results of the study can be found here.

"Thousands of women have found that riding a Harley-Davidson motorcycle is a powerful way to tap into their strength, independence and confidence and take it to a whole new level," said Claudia Garber, Director of Market Outreach for Harley-Davidson. "Research shows the positive impact riding has on women, so we invite all those who dream of the open road to get started on the journey."

I've tracked women and motorcycling for nearly two decades and one of the reasons Harley-Davidson has the lion's share of the female motorcyclists pie is because of its outreach efforts. Harley is the only motorcycle manufacturer with a division dedicated to outreach that specifically includes women. The company "puts its money where its mouth is" so to speak. 

Not only does the company organize women-only rides, but its dealers hold Garage Parties with an emphasis on attracting women to the brand; it has a full-line of women's motorcycling gear and its website has a section dedicated to showing women how they can become a Harley-Davidson rider. Consistent marketing and messaging over the last decade has paid off. 

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harley davidson leading sales among women dyna low rider
Harley-Davidson has managed to make its motorcycles appealing to both men and women. This is the 2014 Dyna Low Rider, a Big Twin model that's low to the ground, nimble and powerful so many women are attracted to it.

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