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12.13 Investigative Report: Attracting Newbie Bikers (Obj. 4)

As a junior sales associate working for Chicago BMW Motorcycle, you are concerned about the economy. Following the economic crisis, sales of motorcycles took a huge hit industry-wide (41 percent!). Obviously, when money is tight, consumers tend to cut back on luxurious “toys” such as expensive bikes. However, sales are bouncing back, especially wherever the economy is humming. BMW relies on a well-heeled clientele, much of it composed of middle-aged men. However, the German motorcycle manufacturer has not been able to capture a share of the market larger than the 2.6 percent it has in the United States as opposed to 25 percent in Germany.

The ever-popular Harley-Davidson bike sales are rebounding, too. The manufacturer’s core target audience has likewise traditionally been white and middle-aged. This is why Harley-Davidson is now trying to appeal to women riders and to a younger generation of would-be bikers. You bring up this topic with your boss, Dale Bell, and he asks you to find out what exactly Harley-Davidson is doing.

 

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