According to analysts at Bernstein, 18- to 28-year-olds today are just two-thirds as likely to ride motorcycles as Xers were at the same age. While the analysts say that student-loan debt is depressing motorcycle ownership, a much bigger factor is Millennial risk aversion.
On that note, Harley-Davidson (HOG) is trying to drop its bad-boy image as its brand popularity wanes with young people.
So, what kind of motorcycle would appeal to Millennials?
Maybe something like a Vespa--something friendly, sociable and brightly painted. And maybe something less like a Harley-Davidson--that is to say, a black-colored, ear-deafening, angry-looking death machine.
Key Insights
|
The Boomer death wish is aging with them. God speed.The following statistics are from DOT's Fatality Analysis Reporting System (FARS).
