Through its strategies and investments, Harley-Davidson has been growing its appeal across generations, cultures and borders. Internationally, 176 new dealer points were added 2008 -2015 and in 2015, 36% of Harley-Davidson retail motorcycle sales were in international markets.
Harley-Davidson continues to bring new riders into the sport. Over the last five years, an increasing number of on-road first-time motorcyclists have purchased new Harley-Davidson motorcycles. In 2015, one-third of new Harley-Davidson motorcycle purchasers had not owned a motorcycle previously. (Illustrated in chart above)
Based on IHS Automotive, Retail Registrations, USA, Jan 1st 2011 - Dec 31st 2015; and Jan 1, 2015 - Dec. 31, 2015.
In the U.S., Harley-Davidson is reaching a more diverse customer pool, even as we have grown among our traditional customer base.
In 2015, for the eighth 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).
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.
Based on IHS Automotive, U.S. new motorcycle registration data for CY2008-2015