Are Harleys becoming less popular?

Are Harleys becoming less popular?

Harley-Davidson, the iconic American motorcycle brand, has long been associated with freedom, rebellion, and the open road. But in recent years, there has been speculation that Harleys are losing their appeal. So, are Harleys becoming less popular? Let's take a closer look at the facts.

1. Declining Sales

One of the main indicators of a brand's popularity is its sales figures. Unfortunately, Harley-Davidson has experienced a decline in sales over the past few years. In 2019, the company reported a 4.3% decrease in motorcycle sales compared to the previous year. This downward trend has continued into 2020, with a 17.7% decrease in sales in the second quarter alone.

2. Aging Customer Base

Another factor contributing to the perception of declining popularity is the aging customer base of Harley-Davidson. The average age of a Harley rider is now over 50 years old. This has raised concerns about the brand's ability to attract younger riders and maintain its relevance in the market.

3. Increased Competition

Harley-Davidson is facing increased competition from both traditional motorcycle manufacturers and new entrants in the market. Companies like Indian Motorcycle and Triumph have gained traction with their own retro-styled bikes, appealing to riders who are looking for alternatives to Harleys. Additionally, electric motorcycle startups like Zero Motorcycles and Lightning Motorcycles are capturing the attention of environmentally conscious riders.

4. Changing Preferences

The preferences of motorcycle riders are also evolving. While Harleys have traditionally been associated with heavyweight cruisers, there is a growing demand for lighter, more agile bikes. Sport bikes and adventure bikes are gaining popularity among younger riders who prioritize performance and versatility.

5. Economic Factors

The economic climate can also impact the popularity of motorcycles, including Harleys. During times of economic uncertainty, consumers may be less willing to make big-ticket purchases like motorcycles. The global recession caused by the COVID-19 pandemic has undoubtedly had an impact on the motorcycle industry as a whole.


While it is true that Harleys are facing challenges in terms of declining sales and an aging customer base, it is important to note that the brand still holds a significant place in motorcycle culture. Harley-Davidson has a loyal following and a rich history that continues to resonate with many riders. The company is also taking steps to attract new riders, such as introducing electric motorcycles and expanding its international presence.

So, are Harleys becoming less popular? The answer is complex. While the brand may be facing some headwinds, it is too early to write off Harley-Davidson completely. Only time will tell how the company adapts to the changing landscape of the motorcycle industry and whether it can regain its popularity among a new generation of riders.

Back to blog

Leave a comment

Please note, comments need to be approved before they are published.

Shearling Leather Jackets

1 of 3