crisis of identity for Harley In the U.S. HD moves away from the young. The average age of owners increased to 49 years and grows inside the penetration of BMW, Honda and Yamaha
Harley sales in the U.S.
Sunday edition of The New York Times paints a detailed and accurate picture of the moment is going through very difficult Harley-Davidson in the United States of America. A Detroit
the winds of crisis have rocked the automotive industry. The motorcycle manufacturer, with 106 years of history behind it, has gone through the worst times and does not sail in the stormy waters of the 4-wheel cousins.
The decrease in sales (-30%) in 2008 has suffered various reasons that go beyond the crisis of consumer credit and oversupply. The American brand fatigue In fact, to attract new customers and see the average age of its users increase rapidly.
The owner of Harley-type now has 49 years, only five years ago the average age was 42 years.
The New York Times cites the example of Spuckie Bennet, 79, who sells a motorcycle American life in the town of Ocean City. In 2008 he planted 200 motion, against 280 the previous year. He says he had never seen such a slump in the last 30 years.
A game for gentlemen with white hair
The financial crisis has hit hard the baby boomers, the flower children who have most suffered from the collapse of the U.S. stock market.
logical consequence? Many 50s have decided to give up their toys Steel and passes for 20,000 dollars.
The leadership of the House of Milwaukee is considering an emergency recovery plan, which enables it to bring a younger crowd. But it must deal with two emergencies: the credit crisis and the over-production.
Harley-Davidson Financial Services, and the credit crisis
The company has developed the group's financial budget last season losses to $ 80 million. Harley-Davidson was not spared from dangerous vortex of the grant of money without collateral.
Tom Bergmann, Harley-Davidson's chief financial officer, outlined the new strategies - the more conservative-that will be adopted in future by the company: "We can not give in to credit to our customers. But we must do so only with those who have the requirements. We want rules, and must be respected. "
The ability to extend credit to customers remains a vital way to raise sales. And for this Harley-Davidson expects support from the U.S. Congress, along the lines of what has been done for auto sector.
303 million bikes produced. from the waiting list for unsold stock
A so much is the production in 2008. They are important numbers (BMW produces about 100,000 bikes a year, the Ducati is just over 40,000 units) , which clashes with a sharp contraction in domestic demand.
In 2000 Harley-Davidson produced 159,000 motorcycles a year and those who wished to get hold of the legend of the stars and stripes, was put on the waiting list and wait months before jumping on the bike in Easy Rider.
The decision to double the production, viewed in hindsight, was deleterious.
On the one hand has tarnished the exclusivity of the brand Harley, other dealers filled means unsold.
Anthony Gikas, an analyst at Piper Jaffray, is raw in his commentary: "The Harley-Davidson has always attracted consumers with high spending power. But these customers have lost interest in the brand, because all of them have a Harley. It is not longer an exclusive club. " Winds of Change
Harley-Davidson is experiencing a critical time, when the difficulties of financial and industrial crisis in the sum of brand identity.
But is the brand, coupled with the incredible story of the American home, the lifeline for Harley-Davidson.
In the past there have been far worse crisis. Think of the great depression of 1929 and the deadly attacks of the Japanese competition (with Kawasaki and Honda in the lead) at the turn of the '70s. Both exceeded.
Today the situation is not so different. BMW, Honda and Yamaha have gained significant market share with strong internal penetration among younger bikers. Supersport bikes should be strong - in sharp contrast with what happens in Europe - in the last five years increased by 50%.
But one thing is lacking to competitors of Harley-Davidson, the community.
The Harley Owners Group (better known by the acronym HOG) has collected since 1983, the year of its founding, more than one million members. Motorcyclists different social backgrounds and income, united by the same passion for Harley-Davidson.
A large family, which now threatens to grow old. That's why Harley-Davidson has designed driving courses specifically for those who took his first steps in motion. In 2008, 35,000 motorcycle riders started out on the bike American.
It 's the first step to bring the generations of tomorrow to Harley-Davidson. But it is not the only one of the vertices pushing designers to dare to break out in response to what customers want today.
Italy in contrast
signal that a careful trade policy, linked to competitive prices and imports of attractive models, can give good results coming from Italy. In 2008, the Italian subsidiary of Harley-Davidson motorcycles has delivered 7,404, an increase of 157% within its segment.
Andrea Perfetti
By Moto.it
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