Through its strategies and investments, Harley-Davidson has been growing its appeal across generations, cultures and borders. Internationally, 216 new dealer points were added 2008 -2016 and in 2016, 38% of Harley-Davidson retail motorcycle sales were in international markets.
In the U.S., Harley-Davidson is reaching a more diverse customer pool, even as we have grown among our traditional customer base.
In 2016, for the ninth straight year, Harley-Davidson was the number-one seller of new on-road motorcycles in the U.S. to young adults ages 18-34, women, African Americans and Hispanics, as well as Caucasian men 35-plus.
Harley-Davidson believes U.S. population trends provide long-term opportunities among our traditional customer base and our outreach demographic segments, based on data from the U.S. Census Bureau. (Illustrated in chart 2).
Based on IHS Markit New Registrations for Motorcycles with 601 and greater cc engines from 2008-2016.