Making a new motorcycle is a tricky business. Despite the image that motorcyclists are these rebels without a cause and offshoots from the so-called mainstream of society, the truth of the matter is that as a whole, motorcyclists are just about the most resistant group to change as you can find. When a manufacturer wants to release a new motorcycle, it has to take into account that if it strays too far away from what has been previously proscribed, the motorcycling community is likely going to hate it (or at least say it hates it).
This is why manufacturers now make bikes by committee, consult with focus groups/experts, and tease concepts (or spy shots of actual bikes). These processes give motorcycle manufacturers valuable feedback into how their product will be received in the marketplace, and this concept extends to markets outside of motorcycling. If I was a new manufacturer, and I was about to launch a whole new motorcycle, I’d be very careful on how I introduced the bike to the painfully orthodox members of the Church of Motorcycling.
We’ve gotten more than a few emails from readers between the ages of 18-30 saying they’ve been approached at motorcycling events by market research company representatives working for Harley-Davidson. In conjunction with beefing up its Sportster line-up (the goto motorcycle at Harley-Davidson for catering to Gen-Y/X riders) with more youth-oriented motorcycles, Harley-Davidson is clearly trying to latch onto a new generation of rider.
Looking for the next generation of rebels, Harley’s focus lately has been on the skateboarding inclined, hoping perhaps that the demographic’s lifestyle of “skateboarding is not a crime” is a value that transfers over easily to two-wheeled transportation. Of course this marketing effort wouldn’t be complete without a new ad campaign, and Harley is clearly making ads for the customer it wants, not the customer it has.
Giving credit where credit is due, this is one of the better ads to come out of the Milwaukee brand. Check the video out after the jump, and note how many times you see a woman behind the handlebars.