Tuesday, December 26, 2017
MILWAUKEE (AP) — Harley-Davidson is placing a renewed emphasis on teaching people to ride as part of its efforts to attract more customers.
The Milwaukee-based company's decision to expand the number of dealerships with a Harley "Riding Academy" comes as the industry grapples with years of declining sales and an aging customer base.
The program launched in 2000 with about 50 locations and now 245 dealerships in the U.S. offer the three- or four-day course. The company says about a quarter of those launched since 2014.
Harley sold 124,777 new motorcycles through nine months in 2017, down from 135,581 during the same period the previous year, according to the company's most recent earnings report.
The Motorcycle Industry Council says the median age of motorcycle owners increased from 32 to 47 since 1990. About 46 percent of riders are older than 50; only about 10 percent are between 30-34.