After an almost decade-long decrease in motorcycle sales, 2020 was ironically shaping up to be a year in which sales percentages were projected to rebound, if only slightly. Of course Covid19 put a stop to all world-wide commerce, at least everything not sold on Amazon. Harley-Davidson has felt this trend worst of all, with 2019 resulting in the worst American sales numbers in 16 years for the 115+ year-old company.
The motorcycle industry has failed to keep up with all the significant shifts in attitude, culture, and priorities. It has failed equally to market itself to the younger generations, and also to foresee shifting buying patterns. A paradigm shift is currently underway to re-introduce the motorcycle to new potential buyers, but while the industry still struggles, here are all the reasons why nobody buys motorcycles anymore.
13 Greying Of Core Customer Base
Let's face it...boomers aren't getting any younger. The industry spent decades marketing to them specifically, selling a biker lifestyle centered around escaping the office for the open highway, while sporting a Harley Davidson emblazoned wardrobe. Unfortunately for manufacturers, this age demographic still represents the largest group buying new bikes, and after they purchase a trike like the one above, a porch swing is likely next.
12 Trump's 'America First' Initiative
The US-China trade war is real, but beyond that, Trump and the US have imposed trade sanctions and restrictions on many countries that used to be great trading partners. As a result, many foreign markets have imposed their own tariffs and duties on American products including motorcycles, tarnishing the brands and encouraging an 'America Last' attitude.
11 No Cash For Recreational Vehicles
A large portion of the younger generations who might be interested in buying a bike, are often saddled with debt from school and face a lack of employment opportunities. Buying a bike might initially be cheaper than a car, however unless you live in a temperate climate year-round, a bike qualifies as a recreational vehicle and luxury item that many simply can't afford.
10 Downsizing - Minimalism Over Grand Touring
A UBS analysis showed that the key missing age demographic in motorcycle sales is 21-34 year-olds, and that most consider buying a bike for “ease of transportation,” rather than a sporting hobby. In other words, grandiose touring bikes are passé. With its 125cc engine, and a stainless steel tube that serves as both fuel tank and tiny seat, the Bandit9 L-Concept above is the ultimate minimalist ride. It's only $12K including shipping.
9 Fewer Driver's Licenses
Between 1996 and 2015, the share of US high school seniors who have a driver’s license dropped approximately 15 percent. Complicated graduated licensing standards and higher costs are listed as reasons why, but in reality, easy access to reasonably priced ride-sharing programs, and green solutions such as the Lime-E line of electric-assist bikes above, preclude the need to own a vehicle.
8 People Hate What Biker Gangs Represent
Synonymous with drugs, violence and lawlessness, the one other commonality all the various clubs share is their love for Harley-Davidson choppers. While the world is desperately fighting for peace and harmony, the message these gangs deliver while riding menacingly atop their 200 dB hogs is being rejected. In 2019, Federal courts were ruling to ban the Mongols logo, and ordered the club to pay $1M in fines for running a criminal organization.
7 Image Is Everything
Studies showed the second most important reason for 21-34 yr olds to buy a motorcycle is.....it goes with their self-image. Harley-Davidson’s image has grown old/obnoxious, whereas cheaper, faster and more stream-lined European hyper bikes, as well as elegant cruiser bikes like the one above, are more appealing to the younger generations. H-D's stock value plummeted 44 percent from 2014-2019, due to decreased sales.
6 Increased Urbanization
With more and more people cramming into less urban space, the need for individual transportation has lessened. Better access to public buses, trains and subways make commuting a breeze in many major cities, and downtown parking shortages encourage their usage even more. Health conscious people are opting for bicycles and scooters whenever possible as well, saving money while getting a little exercise in.
5 More Available Information About Accidents
Driving a motorcycle is dangerous. Thanks to newer technology such as Kevlar-woven materials and shock-absorbing helmets, survival rates have increased, but even the most conscientious of riders faces a 28 times higher risk of a fatal accident than someone driving a car. Now that practically everything is captured on camera and posted to social media, horrific crashes are serving as an even larger deterrent against buying a bike.
4 Millennials Shop Online
The age of online shopping is upon us. In 2019, Elon Musk suggested he would close most of Tesla's dealerships worldwide, leaving online sales as the only option to buy his company's vehicles. He later backtracked and kept many stores open, but the fact is people want less exposure to intimidating salespeople working lavish showrooms. They don't want to haggle and negotiate prices either, but it's just not practical to buy a motorcycle online.
3 Industry Hasn't Attracted New Buyers
When it came to advertising campaigns, the motorcycle industry largely ignored market segments such as various minorities, younger generations and the female population. Harley-Davidson is radically changing their strategies by introducing battery-powered bikes, along with smaller sized and powered options. They also intend to expand their business overseas, hoping it will account for half of all revenue by 2027.
2 Riding Gear is Huge Money
You can easily spend $2K+ on a motorcycle touring suit like the one above, and then you still need a helmet, boots, and gloves. Custom storage compartments like tank bags and top boxes can cost hundreds more as well, unless you buy a bike already sporting these things. Of course you can take the chance and wear jeans, tennis shoes and a backpack like some daredevils do. If you get into an accident, you'll definitely feel more of the open road that way.
1 People Are Buying Sweet Used Bikes
The 47 hp, two-stroke Yamaha RD350 LC is a legend among motorcycle enthusiasts. It's arguably Japan's most successful and iconic bike, partially because it was easily customizable, but mostly because it was made for, and marketed to the teen-to-30-something segment. It was also built to last, and priced to usurp Honda as the #1 seller at the time, making it a highly desirable purchase. There are a myriad of used bikes like this one available today, that have far greater appeal than clunky, expensive new models.