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Harley-Davidson's electric motorcycle is a major change for the company




But the company has signaled that there is time for a change as the market for bikes continues to live, literally. Almost half of all motorcyclists are 50 years or older.

Harley-Davidson has particularly worn out. Recently, the motorcycle factory has released revenues from the third quarter that beat expectations, but showed that the company actually lost market share.

"Harley is in a tough place where the constituency of the nucleus is getting older and they have a hard time attracting new people to the sport," says Raymond James analyst Joe Altobello. Many see motorcycles so dangerous and difficult to operate, for example

In recent years, the company has made every effort to attract more riders in general, including younger. The company unveiled a 1[ads1]0-year plan in 2017 to attract 2 million new riders by 2027. In addition to investing in electrical bicycles, the company has set up schools around the country to teach neophytes how to ride.

Electric motorcycles are expected to be an important part of this strategy, but the company has also suggested that it can be extended to scooters and to and with bicycles, analyst David Coleman argues in a October 26 research paper.

"The expanded series may appeal to women's customers more than the company's traditional motorcycles," said Coleman. "We also believe that this wider range of models will help attract customers who would otherwise prefer to buy a" fully customized "motorcycle."



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