The Motorcycle Industry is Dying

July 18, 2017 in Daily Bulletin

Kyle Stock wrote about motorcycles:

  • Sales of motorcycles peaked in the US in 2006 at 700,000 units. They fell during the recession and never truly recovered – in 2016 just 370,000 were sold.
  • Bikes are popular with a dying market: baby boomers. Millennials are more likely to want an electric green car.
  • The industry has tried to respond by coming out with lighter and cheaper bikes equipped with new safety features aimed at first-time urban bikers.
  • Harley-Davidson’s new line of bikes cost around $12,000 – their marketing chief talks about them costing $6 a day, encouraging the young to sacrifice their lattes for one.

Read more on Bloomberg.