The noisy guzzling Harley bikes were highly popular with the Baby Boomer generation, which formed its biggest customer base. heavyweight motorcycle market hasn’t filled up to the peak levels of 2005-2006, and it might not in the near future as well. Harley has looked to overturn the trend of declining volume sales in the U. through certain measures: The heavyweight motorcycle market hasn’t refilled to prior levels and Harley is out to change that, with its aim to reach more and more potential customers.
Change in demographics of purchasers 0.05 2 0.10 4.
Narrowness of product line 0.05 2 0.10 TOTAL 1.00 0 3.05 External Analysis EXTERNAL FACTOR EVALUATION (EFE) MATRIX KEY EXTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE Opportunities 1.
So, the challenge for Harley is not just to fend off competition, but also to grow in a slowing market. Hence, Harley is expected to have another weak year in 2017, in terms of volume sales.
The question remains whether America’s own, beloved brand, is able to bounce back in the near future through its efforts to grow sales in the domestic market.