target audience analysis
The current target audience of Harley Davidson is males ages 35 - 44 with an average income of $78,000 per year. Educated professionals actually dominate the Harley world, but there are still a number of hard-core guys with big tattoos and a tough exterior. The average Harley costs it's buyer $16,000. Owning a Harley has a lot more to do with fraternity rather than the bike itself. When you buy a Harley, you join a ready-made motorcycle gang of more than 600 U.S. Harley Owner Group chapters. Harley artfully combined the romance of the road and the independence of the biker to capture these baby-boomers.