Why is Harley-Davidson dropping diversity initiatives after the right-wing anti-DEI campaign?

But Harley is trapped. They’re a lifestyle brand, not a motorcycle company. When you look at them as a lifestyle brand rather than a motorcycle company, a lot of things start to make sense.

All their existing customers shake their canes and whine about them “selling out.”

So what do you do if your existing customer base of geezers and sycophants hates the idea of you selling to a new demographic? If you’re Harley, you keep selling to the old demographic and hope for a miracle.

What is the most interesting question you can ask to get to know someone?

If Toyota were facing demographics that grim, they’d, you know, change their lineup and try to appeal to new customers.

Typical Harley-Davidson customer

The Geezer Brigade starts flinging their walkers about and posting angry diatribes on AOL.

Will my 9 year old face more difficulties than most girls her age if she’s an early bloomer? My daughter already needs regular B cup bras. The doctor says that my daughter will be even more developed by 11-12 years of age.

They need new customers or they’re done. Their existing customer base is aging out and, well, dying. Millennials don’t like their motorcycles, but Harley has long been a company that flat-out refuses to change their products to match what people want; they’ve long believed they should make whatever they want to make and people should just buy that.

This…is not a healthy company with a bright future ahead.

What is their product?

I’m a 25 year old teacher teaching at boys school & I have colleagues younger than me. I caught one of my students telling her he wanted her as his teacher instead & it hurt my feelings. They compliment her a lot. It makes me jealous. What do I do?

Whenever they try to get new customers, they risk pissing off the dudes who were born to ride Donald Trump, or at least fellate him.

Big noisy eyewateringly expensive machines that make senior citizens feel like it’s still 1962.

Harley geezers love spreading contempt for smaller, lighter Japanese “rice burners,” after they’ve taken their Geritol and used their walkers to hobble to the front porch for another rousing afternoon of “hey you kids get off my lawn.”

To a flat Earther, what's wrong with the idea that gravity is simply a force inherent to space which operates only in one dimension? Why do they go further and try to deny gravity rather than just saying it's different than physicists claim?

They’re terrified to abandon these guys because they know these guys buy their bikes, at least until they go broke buying Trump shoes and NFTs. Millennials think Harley Davidson is a joke, mainly because Harley Davidson is a joke. Gen Z is like “Harley who? You mean the Joker’s girlfriend? Margot Robbie? Yeah, she’s hot.”

Harley-Davidson is facing some rather unfortunate demographic realities. If you look at their sales since the 1990s, they’re looking pretty grim:

What happens if they build new bikes?

What do you wear when you are alone at home?

What is their lifestyle?

They sell obnoxiously, stupendously overpriced bikes to old white men who wear Donald Trump jackets.

What happens if they try to attract new customers?

I'm British and feel ashamed of the crimes of British colonialism. What should I do?

Next year, things will turn around. Next year for sure. We just have to hang on until then. Next year.

The demographics for Harley-Davidson are just as grim as their sales figures: the average Harley customer is over 50, and the average age of a registered Harley motorcycle is about 10 years.

Conservative old men who haven’t seen a movie since Dennis Hopper stopped being a leading Hollywood draw.

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