Through its strategies and investments, Harley-Davidson has been growing its appeal across generations, cultures and borders. Internationally, 118 new dealer points have been added since 2009 and in 2013, 35.9% 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 2013, 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 sixth straight year in 2013, we were the number-one seller of new on-road motorcycles (all cc's) to each of these segments. We also grew our market share lead and increased the share gap to the nearest competitor in each of these segments, compared to 2012.
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, Hispanics, and African-Americans, as well as our traditional core customer base, lines up extremely well with these population trends.
Market share based on Polk 2013 U.S. new motorcycle registration data from IHS Automotive