Google ‘Harley-Davidson rider’ and you’ll find a common trend across all photos. These pictures will show a large cruiser motorcycle, with an elderly rider in minimal gear and a patched-up leather jacket. That’s what the world thinks about Harley riders, and it’s a worrying sight that has many stakeholders worrying about the company’s customer base “aging out”. But after years of staying tight-lipped on the matter, CEO Jochen Zeitz recently took matters into his own hands and tried to address the issue.

By Punya Sharma Courtesy TopSpeed.com

Harley-Davidson’s Customer Report Reveals The Average Customer Is Over 40 Years Of Age

Witnessing bearded men with half-face helmets aboard large, burly Harley-Davidsons thumping along the way is a common sighting in the US. Harley’s market study doesn’t represent anything too different from this. According to the data from HDFS (Harley-Davidson Financial Services), the average age of customers lies at 44 and 45 years old. This is via the data accumulated between January 2013 and September 2024, based on loans given to customers by the brand.

The insight, though showing an old age, certainly addresses the concern of Harley riders “aging out”. After all, the average age is roughly unchanged rather than increasing over the years. But at the same time, it inevitably confirms Harley has nowhere near been an attractive brand for the youth over the years. Even after the debut of the new Sportster lineup, comprising the Nightster and Sportster S.

Jochen Zeitz, Harley-Davidson Chairman and CEO, said:

"As you can see in the slide that we provided as part of this presentation, the average age has not moved significantly in the last 10 years and even much beyond. In addition, nearly 30% of HDFS loan originations in the past five years were made to customers 35 and younger, with 75% 54 or under."

But There Are Some Lingering Question Marks

The data is definitely helpful in making H-D fanatics feel better about the whole “aging out” thing. But think with a level head, and you’ll find a few lingering question marks. For instance, H-D suggests the data used here comprises customers who finance their bikes via HDFS. That amounts to roughly 70 percent, leaving the other 30 percent unaccounted.

It means the latter buys the Harley-Davidson motorcycles with an upfront payment. Bring into account Harley’s high MSRPs (the average Softail sells for over $20,000), and it’s a no-brainer most young riders can’t afford the brand’s bikes in cash. Thus, it’s highly likely the unaccounted 30 percent comprises customers over 45 and 50, which should tilt the seesaw in favor of the “aging out” argument.

Another interesting detail is Harley’s focus on the Trike lineup. With the average customer age hovering at 45 years, you’d expect H-D to think about more youth-friendly motorcycles. Instead, the brand has publicly announced plans to grow its Grand American Touring and Trike range. While the former is simply too pricey for youngsters, the latter can’t even provide the motorcycle thrills (technically, it’s a three-wheeler).

Not to mention, the customer base of the Trike is considered to be limited to either physically challenged or aged parties. So it’s clear Harley is attracting old customers with these bikes and generating profits, which again brings up the “aging out” question. Come on and give us a clear answer, Harley-Davidson!

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