Through its strategies and investments, Harley-Davidson has been growing its appeal across generations, cultures and borders. Internationally, 136 new dealer points have been added 2009-2014 and in 2014, 36.2% of motorcycles were shipped to 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 2014, for the third straight year, U.S. retail sales of new Harley-Davidson motorcycles to our "outreach" customers - young adults 18-34, women, African-Americans and Hispanics – grew overall at more than twice the rate of sales to "core" customers -- Caucasian men, ages 35-plus.
For the seventh straight year in 2014, Harley-Davidson was the number-one seller of new on-road motorcycles (all cc's) to each of these segments.
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).
We believe our strategy to focus on growth among young adults, women, African-Americans and Hispanics as well as our traditional core customer base, lines up extremely well with these population trends.
Market share based on IHS Automotive, Polk U.S. new motorcycle registration data for CY 2008-2014.